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Hell jumps the Tasman to Australia

(Source: Hell Pizza/Instagram)

Hell Pizza, the gourmet fast-food chain founded in New Zealand, is set to launch its first Australian store, in Brisbane, during the coming months.

The company says it will grow its footprint across Queensland to test the market before introducing Hell nationwide. 

The Kiwi brand said it is working with the restaurant group that also owns and operates the popular Burrito Bar chain in Australia in order to establish the Hell brand in the country. Hell Pizza’s first store will offer its signature Kiwi menu with free-range ingredients, catering to vegans, vegetarians and gluten-free consumers. 

The menu from Hell includes pizzas, burgers, deep-fried cheese sticks, onion rings, salads and garlic bread wings.

“What we do at Hell is totally unique in Australia,” said Ben Cumming, CEO of Hell. “There’s a very clear gap in the market for what we offer.

“Business-wise, we’ve never been better positioned to firmly establish Hell in Australia. From our systems to our people, our head-office team is primed and ready to support an Australian network of franchises,” he added. 

Founded in 1996 in Wellington, Hell Pizza has a network of 74 franchises in its home market, producing more than 75,000 free-range pizzas weekly. 

“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,” said Steve Willis, a hospitality business expert heading up the Hell brand in Australia. 

Willis said the company is already fielding interest from prospective franchise owners who recognise Hell’s opportunity in the country.

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