A pizza restaurant in Norfolk, England, is taking a bold stand in the ongoing pineapple-on-pizza debate by charging an eye-popping £100 (approximately $122) for a Hawaiian pizza. Lupa Pizza, which opened in June, is using the hefty price tag as a strategy to discourage customers from ordering the controversial dish.
Francis Woolf, owner and self-proclaimed “chief fruit consultant” at Lupa Pizza, explained the reasoning behind the decision, stating, “We’re not fans of pineapple over here, and we don’t think that anyone else should be either.” Despite the controversial stance, Woolf made it clear that the restaurant was willing to accommodate pineapple lovers—at a steep cost. “However, if people do desperately need pineapple on their pizza, then they should be prepared to pay £100 for it,” he added.
The restaurant’s regular pizzas are priced between £12 and £20, a significant difference from the steep cost of the Hawaiian pizza. Available on the food delivery app Deliveroo, the pineapple-topped dish comes with a bit of humor in its description: “Yeah, for £100 you can have it. Order the champagne too! Go on, you Monster!” According to Woolf, the price hike followed numerous customer requests for pineapple on pizza, despite the restaurant’s strong opposition to the topping.
“Everyone’s very polarized on the matter, but obviously [our restaurant] is taking it quite seriously,” Woolf shared. However, despite the provocative price, no customers have yet opted to pay £100 for the Hawaiian pizza. Woolf noted, “We think that pineapple is not a viable pizza topping, and it shouldn’t be on there. Tropical fruits don’t belong on pizzas.”
Despite their firm stance on pineapple pizza, Woolf emphasized that he and his staff are not opposed to pineapple in other culinary contexts. “Here, we absolutely love a Pina Colada. I’d say it’s all of our favorite drinks,” he said with a smile, highlighting that their issue lies specifically with pineapple on pizza rather than the fruit itself.
Lupa Pizza’s move has sparked conversation, with some fans of the topping expressing their amusement at the high price, while others continue to debate the validity of pineapple as a pizza topping. Regardless of the outcome, Woolf seems content with the attention his restaurant is receiving as it takes a firm and playful stance on this divisive issue.
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