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How Pizza Pilgrims is innovating to achieve sustainable growth

Launched from the back of a van in 2012, brothers Thom and James Elliot now have a thriving chain of pizzerias. Here’s how they scaled.

To get back to the UK, they picked up a three-wheel Piaggio Ape van and drove across Italy, researching even more about pizzas, ingredients, and flavours along the way.

They started selling pizzas at Berwick Street market in London’s Soho the following year. Today, they have more than 20 pizzerias and employ nearly 500 people. They view each day as an opportunity to improve food quality, assess their impact on the planet, or invest in talent.

In fact, in 2024 they achieved B Corp status, showing they meet high standards of business performance, accountability, and transparency on everything from employee pay and benefits, community engagement, positive practices in the supply chain, and a long-term commitment to reduce their environmental impact.

David Scott, our Head of Consumer Industries, says: “In the hospitality sector adaptability, innovation and resilience are key. The team at Pizza Pilgrims have demonstrated these attributes while navigating the challenges of the last 10 years, setting the standards for others to follow. Thom and James have shown that a passion for sustainability alongside investment in their people is critical to support their ambitions to grow and we look forward to continue supporting them through the next decade.”

Hear Thom and James talk about how they are growing a family business that’s fit for the future

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