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Kiwi Start-Ups Help Make 4 Million Pizzas

Wellington, 9 May 2019

Helping a household brand produce four million pizzas each year has seen Kiwi companies take on national and global business growth, including Mobi2Go who recently raised $5 million in capital investment, and has been called the ‘next Xero’.

Mobi2Go, an online ordering solution for the hospitality sector, and MOSH, a fast-growing social media agency in Auckland have both played an important part of HELL’s business journey over the last 10 years, providing a launchpad for their own businesses.

Ben Cumming, HELL General Manager, says working with Kiwi start-ups has allowed for more innovation, helping them achieve significant milestones.

“We’ve always been keen to be the first - first to go free-range, first to offer mobile EFTPOS for ordering - and have made it a priority to work with emerging local businesses. Our relationship with Mobi2Go began in 2010 when we asked them to help create an online ordering solution, at a time when this wasn’t common”.

Tarik Mallett, Founder and CEO of Mobi2Go, had a vision of creating the Shopify of online ordering and now has a growing international client base. He says HELL was one of their foundation clients.

“At the time, HELL was one of our larger clients, and the work we did with them was instrumental in helping us shape the product we have today. When we first began working together, HELL had between 60 - 70 stores, and operating globally, which forced us to make a solution and product that would work here, and around the world”.

Ben Cumming says while HELL has since developed its own proprietary ordering system, Mobi2Go set the stage for the company’s online success.

HELL’s social online presence has had a significant role in developing the company’s brand and has been guided for 10 years by Mosh, a social media agency founded by Jon Randles.

At university, Jon Randles began working at HELL with founder Callum Davies. Identifying HELL as an ideal client for his social media marketing business and after some initial discussions, HELL became Mosh’s first client in 2009.

“Social media gives companies like HELL a real opportunity to talk to their customers, in a way people actually want to hear from them. People have always loved the brand, and by having real conversations, we’ve been able to build a loyal group of fans”.

“From working with HELL, we’ve been able to collaborate with some amazing national and international brands, and now we employ 10 people. HELL’s approach to business has inspired our own - fully enjoying what we do while taking a professional approach to meeting our customer’s needs”, says Jon Randles.

In the early days of Mobi2Go’s development, Tarik Mallett says working with HELL gave the company credibility.

“I’ve always been a driven person, wanting to do the impossible. Working with clients like HELL helps keep you challenged and open. They have an amazing brand, and it definitely helped open doors for us - giving us the tick of approval when we needed it,” says Tarik Mallett.

Ben Cumming says HELL is proud to have been on the journey with Kiwi businesses like MOSH and Mobi2Go as they become forces in their own right.

“We understand the work it takes to build a successful business and are very loyal to the people we work with, who have supported us. It’s satisfying to see these companies succeed nationally, and globally,” says Ben Cumming.

About HELL

Established in Wellington in 1996, HELL pizza has grown to become one of New Zealand’s most infamous and well-known brands. With more than 70 franchises throughout New Zealand and more than 1100 staff, it produces more than 75,000 free-range pizzas every week. With a focus on quality, it offers Kiwi consumers an ethical option in convenience foods. Supporting a range of causes - including the New Zealand Book Awards, and IHC’s Project Active, HELL is an active member of the communities in which it operates.


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