Hospitality Business Magazine

Kiwi pizza chain tops survey


HELL’s Wrath pizza, one of 28 on the menu alongside pasta, salad and dessert options plus unique one-off specials.

HELL Pizza is right at the top of the menu when it comes to customer satisfaction, according to the latest public survey results released by Roy Morgan Research.

The franchise based company received the highest rating of all Quick Service Restaurants included in Roy Morgan Research’s (RMR) Customer Satisfaction Survey with a score of 92 percent.

General Manager Ben Cumming credited the win to the hard work of franchisees across the chain’s 69 stores nationwide.

“This really is a testament to the effort and enthusiasm they’ve invested into both their staff and their service to customers,” said Cumming. “We’ve definitely noticed a steady improvement in store operations over the past few years and our own internal measures support this commitment to continuous improvement. Over the past three years, HELL has put considerable emphasis on franchisee engagement, overhauled its staff training programme, and upgraded systems at store level, which has seen the franchisee satisfaction rating increase to over 80% and group sales increase by 36%.

More than 6,500 Kiwis were surveyed by RMR and respondents were split into seven food segments: House Proud, Trendsetters, Entertainers, Old-fashioned Cooks, Zappits, Take-it-aways and Just Feed Me.  

With a wide-ranging menu that regularly features new additions and a quality delivery service, it’s probably not surprising that HELL’s biggest fans were in the Take-it-aways segment, with nearly one in four claiming to be regular customers of the  Kiwi-owned franchise.

RMR defines the group as preferring takeaways over home cooking any day of the week, with taste their top priority. 

The results also show that HELL has turned the tables on long-time Quick Service Restaurants category winner Burger Fuel – beating the burger chain out by one percentage point.

Roy Morgan Research CEO Michele Levine said the two Kiwi-owned and operated businesses have always jostled for the crown.

“It’s long been a closely fought battle at the top of the Quick Service Restaurant category. Notably, both the long-time leader Burger Fuel and first-time winner Hell Pizza are local Kiwi businesses. An in-depth knowledge of what local consumers want is something that international fast food giants appear to be lacking,” said Ms Levine.