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.”
Never say never. Despite their fierce opposition to the fruit as a pizza topping, the Lupa team apparently needed to live up to their promise of fulfilling every customer’s craving. So they’ve been holding their noses while promoting a Hawaiian pie on social media, albeit with tongue-in-cheek British wit.

In a shrewd marketing move, the restaurant recently put the question—”Does pineapple belong on a pizza?”—to a vote in a readers poll on Norwich Evening News’ website. As of three days ago, more than 1,000 people had chimed in, and, not surprisingly, it’s “neck and neck,” according to a recent post on Lupa’s Instagram page, with 50 percent voting yea and 50 percent giving pineapple a thumbs down.

“If pineapple wins the vote, I’ll make it,” Jianoran told Norwich Evening News. “But I won’t be happy about it. And I might charge £200 next time.”
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].”
John Stetson, CEO of Florida-based Stoner’s Pizza Joint, sees it as clever marketing, too. “I think it’s a genius way to draw attention,” he told Fox News. Stetson isn’t personally a fan of Hawaiian pizza either, he admitted. “People who put out a product want the flavors that we believe create the best taste, and, for us, that’s our cheese and our dough and the different meats we put on it. Pineapple spoils that.”
Even so, Stoner’s, which recently opened its 51st location—this one in Coral Springs, Florida—has its own version of the Hawaiian pizza. “So people order it,” he said in the Fox News interview. “It’s not on the bottom [of the top sellers’ list], but definitely not the best mover by any means.”