Hell Pizza plans return to Australia later in the year

Thursday, 14 April 2022

Hell is expanding to Australia and will open its first store in mid-2022.

All hell will soon be let loose in Australia, as the New Zealand pizza-makers expand across the ditch.

Hell has a 74-strong franchise network in New Zealand, and will open a store in Brisbane from mid-2022. It plans to first grow its footprint across Queensland before looking at nationwide expansion.

Hell chief executive Ben Cumming said it was the right time to expand to Australia.

The chain previously opened a number of stores in Queensland in 2008, but all were closed after going into receivership in 2011.

“What we do at Hell is totally unique in Australia – there’s a very clear gap in the market for what we offer,” he said.

Hell chief executive Ben Cumming says it is the right time to expand to Australia.

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Business-wise, Hell was well positioned to firmly establish a presence in Australia, he said.

“From our systems to our people, our head office team is primed and ready to support an Australian network of franchises.

“I am certain that there will be teething problems and some consumer backlash but for every hater, there is likely to be a Hell lover,' Bodo Lang, head of marketing at Auckland University's Business School, says.

“We are excited about the opportunities Australia offers to grow our brand and can’t wait to spread some Hell chaos across the Tasman, although we’ll make sure they never try and claim they invented us,” he said.

Hospitality business expert Steve Willis, who had previously owned and operated a number of franchise stores in Canterbury and Auckland, is heading up the Hell brand in Australia.

“We have the expertise and infrastructure already in place to make sure a brand as distinctive as Hell is launched well and is a success.”

It was already fielding interest from prospective franchise owners in Australia.

“There’s a definite space in the market for this offering, and we’re excited to get the doors open to our first store,” he said.

Dr Bodo Lang, head of marketing at the University of Auckland's Business School, said Hell’s dark humour and brand would work well in Australia.

“While their name and the way in which they advertise may not be for everyone, there are big segments of the market which will respond to Hell’s advertising and their pizzas. Particularly young people and those who like a bit of black humour are likely to respond well to the launch of the chain in Australia,” he said.

It would likely succeed because of New Zealand and Australia's cultural similarities and similar levels of religiosity, Lang said.

“I am certain that there will be teething problems and some consumer backlash but for every hater, there is likely to be a Hell lover.”

CLARIFICATION: This story has been amended to make it clear that Hell previously opened a number of stores in Queensland in 2008, but all were closed after going into receivership in 2011. (Amended at 1.00pm, April 28, 2022)