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'Hell' of a gourmet pizza war brewing in New Zealand

December 26, 2004

New Zealand Herald: A battle in the market for gourmet pizzas looks set to heat up as Pizza Hut goes upscale with fancy pizzas to meet competition from independent operators such as Hell Pizza.

Gourmet pizza chain Hell had four stores at the start of last year. Next week it opens its 30 store in the country, and has plans to open a further 15 stores next year. Ten percent of Hell's orders arrive via the internet.

Pizza Hut has 100 stores and holds the lion's share of the pizza market, but stiff competition from the likes of Hell has Pizza Hut testing its own gourmet pizzas.

Restaurant Brands chief executive Vicki Salmon said the gourmet pizza trials under way in Auckland and Hamilton built on occasional specials Pizza Hut ran for gourmet pizza types such as chicken and camembert cheese. But the "taste profile" of gourmet pizzas would not appeal to everyone, she said, and Pizza Hut would remain a family restaurant.

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