From its origins in a run-down shop beside Victoria University in Wellington, New Zealand, Hell Pizza has taken comfort food in an entirely new direction. The company’s growth has been boosted by edgy marketing campaigns that border on the inappropriate (such as using branded condoms to promote its ‘Lust’ pizza) and pizza roulette promotions involving hot chilli sauce. Comfort eating — but not for the weak it seems.
Hell Pizza was founded in 1996 by Callum Davies, a young entrepreneur who had earned his stripes through working as a pizza delivery boy and later as a pizza takeaway manager. Callum honed in on students as his target audience in Wellington. New Zealand’s capital city encompasses the archetypal pizza lover: those who socialise in large groups while watching the cricket or the rugby in a dorm-type dwelling.
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