The Register

On a highway to Hell

Opening a new business in small towns can be risky, as lower population levels tend to reduce the opportunity for most franchise models. Yet one chain has had a hell of an idea to counter that. Hell Pizza has recently announced its latest venture: a low-cost mobile store concept named Hell on Wheels.

May 10, 2018 | Sponsored Content

A fully equipped Hell Pizza kitchen on wheels can set up as a semi-permanent fixture in smaller towns as part of a new franchise opportunity. Low set-up costs and ongoing expenses means these franchises are a great investment in areas where the population may be too small to support a permanent physical store.

Rather than risk a new store in a low-population area, these Hell on Wheels mobiles are perfect for franchisees to launch their own business, says Ben Cumming, Hell general manager.

“We really hope the lower entry costs will encourage people to take the next step into business ownership. We want people with the drive and passion to take the brand forward, and if we can help groom a new generation of Kiwi entrepreneurs then all the better.”

“We’ve made it easier for those who want to own their own franchise – particularly young staff throughout our existing network, who have proven themselves in store management roles and are keen to take on further responsibility.”

Further responsibility includes running a commercial kitchen inside a 6.5-metre-long, triple axis unit. Commercial ovens capable of cooking 80 double pizzas per hour, a refrigerated bench, deep fryer, separate sink and hand basin with hot water tank and a wastewater storage system can all be found inside the industrial-looking trucks.

These mobile powerhouses give their owners the opportunities to pick and choose locations, as well as catering events. Their flexibility means owners can tap into more revenue streams than a brick and mortar store may be able to access.

Hell on Wheels has already had two franchises launched in Whanganui and Cambridge. Cumming says both have been running at near capacity on busy nights, attracting queues of people as well as taking online orders and sending out deliveries.

“This is a very promising start and will give prospective franchisees added confidence in launching their own Hell on Wheels business.”

Purchasing a franchise can be ideal for those seeking to own their own retail business without starting from scratch.

One of the most important aspects of a franchise is branding: it’s a major part of what franchisees are buying in to, and brand reputation will ultimately make a business. The Hell branding is widely known throughout New Zealand, meaning franchise owners can leverage the pre-existing reputation while also having the experiential value of a Mad Max-style portable restaurant. 

Entrepreneurial spirit and relaxed regulations are some of the areas credited for New Zealand’s franchise success, and the new Hell opportunity fits in well with the company’s laid-back ethos.

Hell on Wheels territories

Hell is initially targeting 30 territories, which it will begin advertising from April onwards.

Auckland and Northland

North-west Auckland
East Auckland
West Auckland
South Auckland

Upper North Island

Te Awamutu

Lower North Island

Whanganui (secured)
Ohakune/ National Park
Palmerston North
Havelock North
Levin/Kapiti Coast


North Wellington
Hutt Valley 

South Island

Nelson City
North Christchurch
East Christchurch

Events only

South Island

For more information on becoming a franchisee please contact:

Ben Cumming, Hell general manager
M: 027 364 2431

Download an info pack from

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Vote now for The Retail Hotlist

In this challenging retail environment, we think it’s time to celebrate the creativity and inspiration that drives New Zealand’s hottest retailers. With the help of ...

Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit