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Hell’s Angry Dragon sets sales ablaze

Hell’s Angry Dragon sets sales ablaze


Hell’s fire-breathing Angry Dragon pizza is the Kiwi-owned company’s second sell-out campaign of the year – following its well-received Rabbit Pizza in April - contributing to Hell’s best day and week of sales in its 18-year history.

With the incentive of a full refund and a fresh pair of ‘Dragon Slayer’ undies for those who ate an entire snack pizza, a total of 3,526 pizzas were ‘attempted’ in under two weeks, using 63.25kg of ghost peppers and 87.1L of Dragons Fury Sauce.

“Not only were we astonished by its popularity, we were amazed by how many people actually made it to the finish line,” said Hell general manager Ben Cumming.

“We held testing sessions before the launch – none of us even came close to eating a whole snack pizza and we were all in agony for hours after! We anticipated selling around 2,000 units over the course of the month.”

An impressive total of 960 chilli masters summoned the strength to slay the Angry Dragon but, layered with Ghost Peppers and a sauce made with the world’s hottest peppers – Carolina Reapers, which top two million Scoville units (SHU) – Australasia’s hottest pizza might have had the last laugh. The Scoville scale measures the heat or ‘spiciness’ of food –Tabasco sauce ranges between 2500-5000 SHU.

Successful Dragon Slayers were honoured with a photo on Hell’s ‘Wall of Flame’ in stores and on its Facebook page.

Ben said the promotion was all part of Hell’s desire to keep providing its customers with innovative and fun products.

“While we’re delighted with the record turnover it helped to deliver, this campaign was never sales-oriented; it was about giving Hell customers another cool – or not so cool! – and memorable experience, which they don’t get at a run-of-the-mill pizza store.

“It was awesome to have customers sharing videos and images of their mates giving it a crack and, from seeing those who attempted and suffered from it, I don’t think they’ll be forgetting the Angry Dragon for a while!”

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