A New Zealand pizza company, Hell Pizza, has introduced a unique “buy now, pay later” system called “AfterLife Pay,” allowing customers to delay payment for their orders until after they pass away. The scheme launched as a light-hearted marketing stunt, aims to address the growing issue of falling into debt traps associated with conventional “buy now, pay later” programs.
Under the AfterLife Pay plan, Hell Pizza is offering the opportunity to 666 customers who sign a legally binding agreement revising their wills, deferring payments for their pizza orders until after their demise. The company assures customers that there are no hidden fees or penalties associated with the scheme.
Hell Pizza CEO Benn Cumming explained that the inspiration behind the initiative came from observing the increasing number of people utilizing a buy now, pay later services for essential items like food. According to Cumming, it seemed excessive to extend such programs to fast-food restaurants offering treats. The AfterLife Pay scheme will initially run as a trial, accepting applications from anyone 18 years or older, and 666 individuals will ultimately be selected. The offer has also been extended to 666 people in Australia.
However, New Zealand’s Consumer Protection Authorities have conducted thorough research on the scheme and have warned that it carries the potential for addiction and may lead to financial difficulties. They caution consumers against using the system solely to obtain a free pizza.
Hell Pizza acknowledges that pizza is one of life’s simple pleasures, and the AfterLife Pay concept allows customers to indulge without dipping into their bank accounts immediately. CEO Benn Cumming describes AfterLife Pay as a light-hearted campaign that reinforces the company’s stance on buy now, pay later schemes, emphasizing that customers can enjoy their pizza without worrying about late fees or penalties.
While the AfterLife Pay system is presented as a playful marketing strategy, it highlights the larger issue of increasing reliance on buy now, pays later services and the potential consequences of such financial arrangements. The scheme’s trial period will provide valuable insights into its reception and the long-term viability of deferred payments until after death.
As Hell Pizza garners attention for its innovative approach to payments, it remains to be seen whether other businesses will adopt similar models or if AfterLife Pay will continue to exist beyond its initial trial phase. Nonetheless, the campaign serves as a reminder to consumers to approach financial agreements responsibly and be mindful of the potential risks associated with unconventional payment methods.
