New HELL CEO on purposeful brands and pizza for every occasion

Pictured above: Josh Drake.

HELL’s new CEO, Josh Drake, is swapping craft beer for pizza as the former Panhead GM takes on the challenge of leading a Kiwi brand well-known for its hellish humour and premium pizza with a purpose.

Drake joined HELL in February after more than seven years with craft brewery Panhead. He says while HELL is an irreverent brand, its commitment to sustainability, ethics, and premium pizza is what drew him to the role.

“HELL has broken ground time and time again – from ethical and free-range ingredients to catering for all dietary requirements and leading the way on sustainability commitments – it’s always stood out to me as a Kiwi success story.

“I’m excited to meet the teams at each of our 77 stores and work alongside founder Callum Davies and our talented support office to grow HELL’s legendary status among existing and new customers,” he says.

The rising cost of living is at the forefront of Drake’s mind, and he believes lessons from the craft beer sector are just as relevant to the quick-service restaurant (QSR) sector.

“Until recently, QSRs have largely been insulated; however, craft beer has had a different experience since Covid. When it comes to convenience foods, consumers have more choices than they did during the pandemic and are carefully considering where to spend their money – and when they do, they want it to be a great experience.

“To be successful in a market like this, your values need to be clear – our premium pizza and gourmet offerings already set HELL apart, but we’ll be working hard to remain the first choice for consumers looking for ethical, sustainable and delicious dining options,” he says.

Before Panhead, Drake spent six years as part of Christchurch’s response and recovery effort following the 2011 earthquakes, which shaped his leadership style.

“With the Red Cross, we undertook the largest fundraising campaign in NZ history and deployed resources to help people deal with initial trauma following the event. At Hawkins NZ, we delivered one of the largest residential rebuild programmes the country has seen while experiencing the human toll of those catastrophic events.”

Quick-fire five

NZBusiness sat down with the new HELL CEO for a quick chat about building successful brands, and his pizza palate, of course.

What makes a successful brand?

At the heart of it, you need to provide a successful service or product that a customer needs. Then, you need to be very clear on its value and the value of your brand because this drives decision-making. Add in a little luck and a bit of magic, and you’re good to go.

Learnings other businesses can take from the HELL success story?

I’ve always admired that HELL is prepared to take risks to get its message heard, which I think many other businesses can learn from.

HELL also doesn’t stand still. For almost 30 years, it’s been evolving, changing, and adapting while always staying true to its core values. HELL’s purpose is very clear, as is its constant focus on meeting and exceeding its customers’ needs.

What’s your leadership style?

I always try to work in service of my people – it’s important they’re satisfied in work and life and feel supported to seek excellence in all they do. I like to listen and ask a lot of questions, so I’m in tune with what’s happening across the business. Making sure the right people have the right tools to do their jobs well is critical to success.

Your favourite HELL pizza?

This is a tough question! There’s a pizza for every occasion – but right now, I’d love a Grimm with a side of corn nuggets and some plant-based EatKinda Chocolate Swirl ice cream.