On a mission to introduce carnivores to meat-free options, HELL Pizza has taken more than 3000 customers by complete surprise with our meat-free Burger Pizza.
Launched on Friday 21 June and featuring a Beyond Meat ‘medium-rare burger patty’, we wanted to see if people could tell the difference between a plant-based patty and a meat version.
So, what did Kiwis think? An online survey reveals:
● 80% of people said they were pleasantly surprised or unfazed to find out it was plant-based,
● More than 70% say they would buy it again, and
● 70% of people said the patty tasted just like meat.
We’re excited to introduce our customers to Beyond meat in a completely unexpected way.
We care about the planet and want to start a conversation and raise awareness about sustainable food choices.
“A lot of people are instantly put off by the idea of fake meats, so we made the call to not reveal its meat-free origins because we were so confident people would enjoy it” says Ben Cumming, General Manager of HELL.
We’ve loved all your feedback – from 'mind blown' to 'good on HELL for saving the planet' and the odd ‘you tricked me, you b*stards!’ thrown in for good measure, people were genuinely shocked and pleasantly surprised - with one person even saying, ‘Guess I’m a vegetarian now, great job you cheeky devils’. On ya mate!
So far this year we've sold 35,000 vegan pizzas, a trend which is increasing all the time.
With more pressure on the planet’s resources, we need to think about alternative food options. If covertly adding meat-free options onto a pizza encourages more people to be open-minded, we’re happy to do that!
The awesome guys at The Godfather Barbers in Wellington were the very first to try our Burger Pizza. You can see what they thought about our new creation in the video.