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Would you like brains with that?

23 October, 2016

Would you like brains with that?

Spring heralds warm weather, blossoming flowers and bouncing baby lambs – which is fortunate, as it guarantees supply of 150kg of fresh, unsullied brains for HELL Pizza’s latest limited menu addition.

While brains may be an undiscovered epicurean delight for some Kiwi connoisseurs, they have long been boiled, fried and curried as a delicacy in other parts of the world. So HELL is challenging customers to confront any preconceptions or prejudices they may have and get stuck in to some tasty herb and crumb encrusted bits of brain – for free.

“Offering brains is just a continuation of our desire to create new and exciting limited-time opportunities for our customers,” said HELL GM Ben Cumming. “There will be people who struggle to get their grey matter around the concept of eating it, which is exactly the reaction we want – where’s the challenge otherwise?

“There are around 20 million lambs processed at meat works and abattoirs every year in New Zealand and, given brain is highly regarded by many cultures around the world, we thought we’d give Kiwis the chance to see what they’re missing out on.”

Over the week leading up to Halloween, HELL customers will be able to ‘zombify’ any pizza by adding brains for free. HELL has conservatively forecast 2,000 servings of brains, but admits to being slightly anxious that demand will far outweigh supply once again.

“Over the past 18 months we’ve served up rabbit, goat, deer, boar and a pretty Angry Dragon – they weren’t for everyone, but they all sold out fast and we’re confident brains will too! Our forecast for supply is a bit of an educated ‘stab in the dark’. It seems we often underestimate Kiwis’ desire for a new experience – so my advice would be get in quick if you don’t want to miss out!

“The meat’s texture is not what those new to the delicacy might expect, and it’s loaded with goodness such as B vitamins, selenium, copper, iron, zinc and potassium,” he said.

Would-be brainiacs will need to get in quick, as the topping is being offered for a limited time from Monday 24 October to 31 October – no coincidence that the campaign ends on Halloween!


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