Pizzeria overprices Hawaiian pizza… because they hate it

Well, that’s the reason they are giving.  Yet there’s no denying  the fact that the move has got the pizzeria worldwide attention.

Excerpts from a news report:

Lupa Pizza, a neighborhood joint in Norwich, Norfolk, England, boasts of “catering to all taste buds.” Naturally, that includes offering a Hawaiian pizza. But there’s a catch.

It will cost you £100—the equivalent of $121 in American currency.

That’s because co-owner Francis Woolf would rather not sell it to you.

“I absolutely loathe pineapple on a pizza,” Woolf recently told Norwich Evening News. His head chef, Quin Jianoran, added that he loves a good piña colada. “But pineapple on pizza? Never.”

But Woolf and Jianoran aren’t complaining about the scads of free coverage they’ve earned for this media-savvy marketing ploy. News outlets all over the UK—as well as the U.S.—have picked up the story.

“It started off as a bit of fun, but we’ve found it’s something that people feel really strongly about,” Woolf told the UK website The Mirror. “Since last week we’ve heard from people in Australia, America, Canada, New Zealand and basically the whole English-speaking world. We love pineapple but loathe pineapple on pizza—more than anything, we don’t think it tastes good. But the response we’ve got has been very exciting, and we’ve loved hearing from everyone.”

“If someone does order the £100 pizza, of course we will make it for them, but [we] believe that is a fair price for bad taste,” Woolf told Fox News, adding that it’s “a way to make our stance on the subject [known].”