Pizza franchise, Hell Pizza, is encouraging its customers to throw caution to the wind with its latest marketing campaign, Pizza Roulette.

Hell Pizza outlets are putting two drops of the super-spicy ghost pepper sauce onto only slice of daring customers’ pizzas but aren’t telling which slice will pack the punch.

The New Zealand-based franchise is using the slogan ‘It doesn’t cost. But someone pays’, and indeed they will, with the ghost pepper sauce said to be one thousand times stronger than a jalapeno pepper.

Watch the video of a Pizza Roulette victim here.