• Dinniss Communications

On a highway to HELL



HELL Pizza plans to roll out 30 new, lower-cost franchise opportunities in smaller towns around New Zealand, through its newly developed ‘HELL on Wheels’ mobile store concept.


The HELL on Wheels model features a fully operational mobile kitchen that can be parked up at permanent or semi-permanent sites in areas where the population is too small to support a bricks and mortar store.


HELL general manager Ben Cumming said that the lower overheads of running a HELL on Wheels franchise means that the business can be run profitably in smaller towns, where revenue is not expected to be as high in the main centres.


“Lower running costs offer the opportunity for motivated franchisees to run a profitable business in areas with a lower customer base,” said Mr Cumming.


A further advantage of the HELL on Wheels model is that the investment required from franchisees is less than half that required for a bricks and mortar store.


“We’ve made it easier for those who want to own their own franchise – particularly young staff throughout our existing network, who have proven themselves in store management roles and are keen to take on further responsibility.


“We really hope the lower entrance costs will encourage them to take the next step into business ownership. We want people with the drive and passion to take the brand forward, and if we can help groom a new generation of Kiwi entrepreneurs then all the better!”


The first two HELL on Wheels businesses were successfully launched in Whanganui and Cambridge in March this year. Mr Cumming said they have proved an instant hit.


“Both franchises have been running at near capacity on busy nights,” said Mr Cumming. “This is a very promising start and will give prospective franchisees added confidence in launching their own HELL on Wheels business.”


The mobile nature of these businesses also provides the opportunity for franchisees to tap into other revenue streams by catering at local events.


Spec’d to the Max

HELL on Wheels mobile kitchens are custom-built to look like a truck straight out of Mad Max, carrying the brand’s irreverent sense of fun – as well as tasty treats from its menu – to new corners of the country.


The 6.5m-long, triple-axle units each house a commercial pizza oven capable of cooking 80 double pizzas per hour, so there is plenty of pizza power on hand. The fully functional kitchens also include a refrigerated bench, deep fryer, separate sink and hand basin with hot water tank and a wastewater storage system.


Customers can enjoy music, lighting and tables onsite, while those who order from home – by phone or online – will receive their deliveries from heated bags.


A wide range of the most popular HELL products will be available at HELL on Wheels outlets, including almost all of the pizza menu, gluten free products, sides, desserts, and other specialty meals such as Lamb Shanks and Spare Ribs.


HELL on Wheels territories

HELL is initially targeting 30 territories, which it will begin advertising from April onwards.


Auckland and Northland

1. North-west Auckland

2. East Auckland

3. West Auckland

4. Silverdale

5. South Auckland

6. Beachlands


Upper North Island

7. Gisborne

8. Te Awamutu

9. Whakatane

10. Matamata

11. Thames/Coromandel


Lower North Island

12. Whanganui (secured)

13. Ohakune/ National Park

14. Palmerston North

15. Havelock North

16. Greytown/Wairarapa

17. Levin/Kapiti Coast


Wellington

18. North Wellington

19. Hutt Valley


South Island

20. Nelson City

21. Ashburton

22. Greymouth

23. Mosgiel

24. North Christchurch

25. East Christchurch

26. Wanaka

27. Alexandra


Events only

28. Auckland

29. Wellington

30. Waikato

31. South Island




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