Hell Pizza

Gourmet fast food chain Hell Pizza had reached saturation point in its native New Zealand. It owners turned to Think London to step-up its growth in the UK.

The company

Hell Pizza was founded in Wellington, New Zealand, in 1996 by Callum Davies. Stuart McMullin joined the business in 2000. By 2006, it had grown to more than 60 outlets and the master licence had been sold. Hell Pizza was the first New Zealand company to introduce online ordering. It is famous for its quality toppings — produced through its own sauces, spices and meats — and its distinctive branding, which includes ‘666’ telephone numbers and coffin-shaped pizza boxes.

Aim

Opening an outlet in London — the brand’s first outside New Zealand. Targeting London’s Kiwi community to build the brand via word of mouth. Opening 25-30 restaurants in London within two and half years. Setting up and selling a master franchise within two years.

Think London helped with:

• geographical information: the company sought an area with a high proportion of 20-35 year-olds with a high disposable income. It plotted a prime area using Think London 360 — a customised tool that captures, analyses and displays data through an interactive geographical map, allowing users to explore critical business, social and cultural info. Find out more (link to relevant part of E78).
• assisting with regulations regarding importing ingredients from New Zealand.
• connecting the company with key service providers including banks, lawyers, accountants and IT service providers.
• introduction to property consultants with franchise expertise.

Market factors

• population density: the UK offers an average of 200,000 people within a 5km radius compared to 22-25,000 people in New Zealand.
• the UK’s strong dining out culture. The average Londoner spends $16 a week on eating out, 40% more than the UK average. There are more than 6,000 restaurants in the capital, serving cuisine from more than 70 countries.
• find out more in Think London’s food and drinking sector briefing (link to E78).

Business success

Hell Pizza’s flagship site opened in Fulham — a location which met its target audience profile requirements — in 2007. The company plans to open more than 30 sites by the end of 2008.

In their own words

“The biggest thing we found when you set up a business is that you waste a lot of time with poor lawyers, poor accountants and other key professional people that you really need. Think London was great because we told them we wanted an accountant that was reasonably priced and knew how to work with start-up businesses. They referred us to a suitable firm and when we contacted them they said “ It’s going to cost you £250 to set up your company”. We worked through the costs and thought that was some good advice from Think London. We constantly use them as a resource. Just to be able to get that initial name from Think London and somebody to talk to with the London experience you need, and who actually cares about your business, makes a big difference.

Think London are great — they really did surprise me with their in-depth and tailored service. It was the best thing I could have asked for.

We’re pretty aggressive about how we want to run our business. We think that if in two and half years we can have 25-30 restaurants in London it is going to be worth a lot of money.
I think that if we want to be able to sell this brand worldwide, if we can make a success of it in London we’ll get picked up by a lot of venture capitalist companies or anybody who’s coming through with a lot of money who can see potential in the brand.”

Stuart McMullin
Hell Owner

For more information about Hell Pizza, or to order your pizza today, visit www.hellpizza.co.uk