Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Hell’s Rabbit Pizza leads to record sales

Hell’s Rabbit Pizza leads to record sales

Hell Pizza’s controversial Gourmet Rabbit Pizza has sold-out in less than three weeks, delivering the Kiwi-owned business its best week of sales in its 18 year history.

Wellington-based Hell tried to source more smoked wild rabbit from its Southland suppliers; however, weather conditions defied the professional hunters.

“We initially thought that 600kg would suffice, but soon realised that demand for the product was far greater than we forecast,” said Hell general manager Ben Cumming.

“Regardless, we’re delighted with the result – 6,562 pizzas were sold, which, by our estimates, equates to around 13,000 Kiwis trying our Gourmet Rabbit Pizza.

“While we like to be edgy and irreverent where we can, Hell prides itself on being innovative; bringing something new to the market that lots of people haven’t experienced before is therefore really satisfying. It ultimately reaffirmed to us that our customers enjoy trying new things.”

Hell’s rabbit-skin billboard in Parnell generated much of the interest, provoking vigorous debate on social media. The discussion was also picked up in national and international media, such as Time magazine and The Daily Mail.

“The billboard had its detractors, but most people would struggle to be offended. All the positive feedback we received and our sales results overwhelmingly shows that, with a 19% increase in sales from Easter last year,” said Ben.

“We never set out to offend people with our marketing, but we accept that, while trying to make people laugh and provoke discussion, it’s unrealistic to expect a 100% positive response.”

The Gourmet Rabbit Pizza is the first in Hell’s Wild Food range – other products will be announced over the course of 2014.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Welcome Home: Record High Migration Stokes 41-Year High Population Growth

New Zealand annual net migration hit a new high in October as more people arrived from than departed for Australia for the first time in more than 20 years. More>>


Citizens' Advice Bureau: Report Shows Desperate Housing Situation Throughout NZ

CAB's in-depth analysis of over 2000 client enquiries about emergency accommodation shows vulnerable families, pregnant women and children living in cars and garages, even after seeking assistance from the Ministry of Social Development and Housing New Zealand. More>>


Speaking For The Bees: Greens Call For Neonicotinoid Pesticide Ban

The National Government should ban the use of controversial pesticides called neonicotinoids after evidence has revealed that even at low doses they cause harm to bee populations, the Green Party said today. More>>


Science Awards: NZAS Celebrate NZ Scientific Achievements

The Marsden Medal is awarded for a lifetime of outstanding service to the cause or profession of science, in recognition of service rendered to the cause or profession of science in the widest connotation of the phrase. This year’s medal is awarded to Dr Mike Andrews. More>>


Court Rules: Affco 'Unlawfully' Locked Out Meat Workers

The note says the full court found for the plaintiffs, "that is that the defendant locked out the second plaintiffs unlawfully and that it breached s 32 of the Act by acting otherwise than in good faith towards the plaintiffs while collective bargaining was still going on." More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news