Thom Elliot, 39, and his brother James, 37, are the masterminds behind the successful pizza chain, Pizza Pilgrims. Founded in 2012, the brothers started selling pizzas at Berwick Street market in London’s Soho during the rise of street food. From a modest turnover of £110,000 in 2013, their sales reached an impressive £21 million in the year ending June 2022.
Prior to embarking on their pizza journey, Thom worked in advertising while James had a career in TV production. However, the brothers decided to follow their passion and embarked on a month-long pilgrimage across Italy. They purchased a Piaggio Ape (tuk-tuk), installed a pizza oven, and used it as a mobile market stall. This unique approach allowed them to research pizzas, ingredients, and flavors while immersing themselves in the bustling Italian food culture.
Pizza Pilgrims has come a long way since their humble beginnings. They now have 20 pizzerias in London and four additional locations outside the capital. Their flagship restaurant, located on Carnaby Street, employs a team of 480 people. Despite the success, both brothers still refer to themselves as co-founders, with Thom describing himself as “the more numerate” of the duo.
Born in Manchester on August 21, 1983, Thom attended Radley College in Oxfordshire from 1997 to 2002. He then went on to study Experimental Psychology at Oxford University from 2003 to 2006. After completing his education, Thom worked at his mother’s pub in Dorset for a year before joining an advertising agency called TBWA as an account executive. He spent two years working on the McDonald’s account. From 2009 to 2011, Thom worked as a social media planner for the Engine Group, an advertising company. In 2012, he co-launched Pizza Pilgrims with his brother James. Thom currently resides in Hove, East Sussex, with his wife Jemma and their two children, Jackson and Sadie. Jemma works for the Asian restaurant chain Dishoom.
When asked if they expected to achieve the level of success they have today, Thom admits that they had no idea. Their initial goal was a modest £100,000 turnover. Thom’s mother had hoped he would become a lawyer, but he chose advertising as a career path due to its creative nature and the freedom to dress casually. From the start, Thom wanted to do things his own way and disliked having a boss.
To kickstart their business, Thom and James used a Barclaycard with a £10,000 limit. With the rise of street food, they realized they could build a brand and create quality dishes without needing a large capital investment. They managed to secure investments from 15 individuals, each contributing £10,000. Over time, they attracted further investment from equity investors, although the amounts remained modest.
The coronavirus pandemic had a catastrophic impact on Pizza Pilgrims’ business. Their turnover went from its busiest week in February 2020 to zero the following month. Most of their staff were placed on furlough, except for the managing director and finance director. However, James came up with a creative solution to keep the business afloat by introducing “Pizza in the Post.” They closed their pizzerias and started selling DIY pizza kits containing all the necessary ingredients via Instagram. The response was overwhelming, with kits selling out within minutes. This strategy allowed them to maintain cash flow and even un-furlough a portion of their workforce.
Recruiting staff has become increasingly challenging, particularly due to the impact of Brexit and people’s desire to work remotely. The number of applicants per job has decreased by 30 to 40 percent compared to 2019. To counter this, Pizza Pilgrims focuses on ensuring that their employees are content and have opportunities for growth within the company. They employ a chef engagement ambassador whose role is to prioritize the well-being and satisfaction of their 153 chefs.
Energy bills have also posed a challenge for the business. However, Thom took the initiative to transition Pizza Pilgrims to sustainable energy contracts, using carbon-neutral gas and electricity. While this decision initially led to higher costs, they fixed the price for four years, ensuring long-term sustainability. When opening new locations, they have had to take out new energy contracts at higher costs, but they believe that prices will eventually come down.
Reaching a £1 million profit in June 2022 was a major milestone for the business. The profits generated throughout their journey have consistently been reinvested back into the company. Despite the challenges posed by the pandemic, the achievement was a testament to their resilience and determination to move forward.
Thom considers the Covid-19 pandemic as the most challenging period of his career. When the government announced the closure of restaurants, bars, and nightclubs, their business came to a grinding halt. The lack of a support package added to the uncertainty and stress. However, the introduction of the furlough scheme provided some relief, as they could retain their employees. They had to quickly adapt their business model to focus on producing pizza kits at scale in a dedicated facility. This transition was not easy, as they had to shift their mindset from running restaurants to operating an industrial production unit.
Starting the business required sacrifice, particularly for Thom. He had to give up a steady salary and dedicate his time fully to Pizza Pilgrims. This meant spending less time with his wife, Jemma, who supported them financially through her full-time marketing job. They lived frugally during the early stages, taking a meager salary of £100 a week. Despite the challenges, they indulged in plenty of pizza.
Thom’s upbringing in a family-run pub provided valuable preparation for his entrepreneurial journey. He learned the importance of connecting with people and serving them well. This experience taught him how to be a team player and how to handle difficult customers.
Pizza Pilgrims’ business philosophy centers around making the world a happier place, one pizza at a time. Their values are rooted in authenticity, self-improvement, enjoyment, and respect for others. They strive to create an environment where employees have the freedom to make independent decisions.
Thom’s aim is to ensure Pizza Pilgrims remains a source of pride for him indefinitely. Success, in his eyes, is not solely determined by business scale but by delivering quality and sustainability. They have recently applied for B-Corp status, demonstrating their commitment to environmental and governance principles. Their long-term plan includes slow expansion across the country, creating opportunities for more people to grow within the company.
When discussing personal matters, Thom reveals that he did not prioritize pension provision until the age of 32. Initially, he preferred to spend his money on leisure activities rather than saving for retirement. However, since starting Pizza Pilgrims in 2015, he has been contributing £50 per month to his pension scheme.
Giving back to the community is important to Pizza Pilgrims. They have undertaken various projects with local schools and colleges, teaching young people about the business world and offering guidance.
Overall, Thom and James Elliot’s journey with Pizza Pilgrims has been one of creativity, resilience, and success. They have overcome numerous challenges and managed to establish a thriving pizza empire. Their passion for quality and sustainability continues to drive their mission of making the world a happier place, one delicious pizza at a time.
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