Pizza Pilgrims
UK-based Neapolitan pizza restaurant chain founded in 2012, operating 27+ locations with a multi-channel model spanning dine-in, delivery, home pizza kits, catering, and ticketed masterclasses for consumer and corporate customers.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Pizza Pilgrims does
Pizza Pilgrims is a UK-based Neapolitan-style pizzeria chain founded in 2012 in London by brothers Thom and James Elliot. The company operates 27+ restaurant locations across the United Kingdom, employing between 251 and 500 staff, and serves slow-proved Neapolitan pizzas cooked at approximately 490°C for 60 seconds using 48-hour fermented dough. The chain has received third-party recognition including rankings of 5th to 7th Best Pizza in the World by 50 Top Pizza and 'Best Pizza' on Deliveroo for 2021–2022, and achieved B Corp certification in February 2024.
The business operates a multi-channel revenue model. Core dine-in restaurant service is supplemented by third-party delivery through Deliveroo, direct-to-consumer Click & Collect via OrderSwift, 'Pizza in the Post' home pizza kits shipped to consumers, corporate catering, private events, and ticketed pizza masterclasses. Customer segments span families, students, corporate groups, and casual diners across major UK cities. Brand-building includes a 126,000+ Instagram following, co-branded collaborations (including with Italian apparel brand Courmayeur), and venue refurbishments such as the Canary Wharf 'Pizza Playground'.
The company is privately held and founder-owned, with no disclosed external funding rounds or institutional investors. There is no evidence of proprietary AI/ML systems; operations rely on third-party delivery platforms, manual ordering infrastructure, and traditional hospitality management. Revenue figures are not publicly disclosed, and the company functions primarily as a premium-positioned, multi-channel independent restaurant group in the UK casual-dining market.
Pizza Pilgrims firmographics
Firmographics- Name
- Pizza Pilgrims
- Legal name
- Pizza Pilgrims
- Website
- https://pizzapilgrims.co.uk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- UK-based Neapolitan pizza restaurant chain founded in 2012, operating 27+ locations with a multi-channel model spanning dine-in, delivery, home pizza kits, catering, and ticketed masterclasses for consumer and corporate customers.
- Ownership category
- akta.pro rank
Pizza Pilgrims industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511), Caterers (722320), Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Pizza Fast Casual (THAFABAB)
- akta.pro secondary industries
- Event Catering (Weddings, Social, Private Parties) (THAFAIAB), Wedding & Social Event Catering (THAHAKAE), Frozen Pizza & Flatbreads (CRADADAB)
Keywords
Where Pizza Pilgrims is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices11 records
Markets served
Pizza Pilgrims business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Dine-In Restaurant Sales: Revenue from customers dining at Pizza Pilgrims pizzerias across the UK, including walk-ins and advance table bookings.
- Deliveroo Delivery Partnership: Third-party delivery through Deliveroo platform, enabling customers to order pizzas for home delivery.
- Click & Collect / Takeaway: Direct takeaway orders placed through the OrderSwift platform, allowing customers to collect from any pizzeria location.
- Pizza in the Post: Pizza kit home delivery service allowing customers to make restaurant-quality Neapolitan pizza at home.
- Catering Services: Corporate catering for office teams, parties, and events with feasting menus and bespoke pizza offerings.
- Private Events & Masterclasses: Revenue from private party bookings, group events, and pizza masterclass experiences including ticketed Doughdown competitions.
- Crust Dippers (Charity Donation): For every crust dipper sold, 5p is donated to Make-A-Wish Foundation UK. This is a charitable initiative rather than direct revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kids Meal - £8 |
| Unit Pricing | Pay-as-you-go | Student Offer - £7.50 |
| Unit Pricing | Pay-as-you-go | Catering - from £25 per person |
| Unit Pricing | Pay-as-you-go | Pizza Masterclasses |
| Unit Pricing | Pay-as-you-go | World Cup 2026 Tickets |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Pizza Pilgrims product offering
Product offeringCore offering
Pizza Pilgrims operates a UK restaurant chain of 27+ pizzerias serving slow-proved, 48-hour fermented Neapolitan pizza cooked at up to 490°C in approximately 60 seconds, made with DOP-protected Italian ingredients. Beyond dine-in service, the company offers pizza catering for corporate events and parties, ticketed pizza masterclasses, private venue hire, home pizza kits (Pizza in the Post), and a branded cookbook. Revenue is supplemented by Deliveroo delivery and Click & Collect ordering.
Product overview
Pizza Pilgrims is a UK-based Neapolitan pizza restaurant chain operating 25+ pizzerias across the UK. The core offering is slow-proved Neapolitan pizza served in restaurants, supplemented by catering services, pizza masterclasses, private hire venues, and e-commerce products including Pizza in the Post kits and cookbooks. The company also operates experiential events programming featuring World Cup screenings, drag nights, comedy, and rotating guest pizza collaborations. Core dine-in pizzas are complemented by Click & Collect and Deliveroo delivery services, making the brand a multi-channel pizza business spanning physical locations, delivery partnerships, and direct-to-consumer kits.
Differentiator
Problem solved
Functional benefit
Products and services
- Neapolitan Pizza (Dine-In) Slow-proved, 48-hour fermented Neapolitan pizza served across 27+ UK pizzerias. Cooked at up to 490°C in approximately 60 seconds using DOP-protected Italian ingredients including San Marzano tomatoes and Fior di Latte mozzarella. Available to individual diners, walk-ins, and table-booked guests.
- Pizza Catering Corporate and event catering service delivering Neapolitan pizza for office teams, celebrations, and parties. Feasting menus start from £25 per person for groups of 8 or more.
- Pizza Masterclasses Ticketed pizza-making classes for adults and children. Includes Dough It Yourself sessions at dedicated masterclass kitchens (Canary Wharf, Hyde Park) and Little Slice classes for kids. Features guided pizza shaping, topping, and oven baking instruction.
- Private Hire & Events Private dining and event space hire for groups of 8+. Venues include Cinema Paradiso (Chelsea), The Dramattic (Nottingham), Secret Garden (Hyde Park), and Pizza Playground (Canary Wharf). Features include movie screenings, karaoke, and themed experiences.
- Click & Collect Takeaway Online ordering system for takeaway collection at any pizzeria location. Powered by the OrderSwift platform, available across all UK pizzerias.
- Deliveroo Delivery Home and office delivery service for pizzas via the Deliveroo platform. Available across all UK locations including guest pizzas and special menu items, with advance booking for group orders.
- Pizza in the Post Pizza kit delivery service enabling customers to make Neapolitan pizza at home. Includes fresh dough and ingredients for home preparation, shipped directly to consumers.
- Gift Vouchers Purchasable gift vouchers redeemable at any Pizza Pilgrims pizzeria or toward experiences such as masterclasses.
- Pizza Pilgrims Cookbook Published cookbook documenting pizza history, recipes, stories, pizza city guides, interviews, and over 30 recipes compiled from the founders' pilgrimage across Italy.
- Guest Pizza Series Limited-edition rotating pizza specials featuring collaborations with Italian producers, food brands, and seasonal ingredients. Past collaborations include Courmayeur Mont Blanc (La Fonduta), Dishoom, Honest Burgers, Pho, and Sweet Dee's Jerk.
Quantifiable outcome
- 5p donated per crust dipper sold to Make-A-Wish Foundation UK
- +1 more outcomes
Companies that use Pizza Pilgrims
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Pizza Pilgrims technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pizza Pilgrims partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered minor and core.
- Beavertown BreweryminorWorld Cup 2026 partnership where Beavertown Brewery supplies beer for screening events across Canary Wharf, Chelsea, Shoreditch, Hyde Park, and Nottingham pizzerias. Every ticket includes an ice-cold beer or non-alcoholic option.
- DishoomminorApril 2026 guest crust dipper collaboration featuring Dishoom Chilli Chutney Dip blended with house mayo, tingling red chilli, garlic, citrus and spices. Partnership for limited-edition Crust Dipper menu supporting doubled donations to Make-A-Wish.
- Honest BurgersminorApril 2026 guest crust dipper collaboration featuring Honest Burgers Rosemary Chips Dip with fresh rosemary leaves, crushed olive oil crisps and house mayo. Partnership for limited-edition Crust Dipper menu.
- PhominorApril 2026 guest crust dipper collaboration featuring Pho Peanut Sauce with creamy peanut sauce, chilli and garlic. Partnership for limited-edition Crust Dipper menu.
- Sweet Dee's JerkminorApril 2026 guest crust dipper collaboration featuring Sweet Dee's Jerk BBQ with smoky BBQ sauce and signature jerk spices. Partnership for limited-edition Crust Dipper menu.
- Make-A-Wish Foundation UKcoreCharitable partnership where Pizza Pilgrims donates 5p from every crust dipper sold to Make-A-Wish Foundation UK, which grants life-changing wishes to critically ill children. The charity supports over 134,000 children in the UK eligible for a wish due to critical illness. In April 2026, donations were doubled during the guest crust dipper partnership.
- Bloom of the BlockminorFloral installation partnership for Chelsea in Bloom 2025, where creative studio of Leyla Husseyin decorated Pizza Pilgrims' Piaggio Ape van into 'Fashion Polizia' display that won Silver award.
- Caputo FlourcoreLong-standing ingredient supplier providing Caputo flour for pizza dough. Staff trips to Naples include tours of Caputo flour mill. Major supplier supporting Pizza Pilgrims FC charity football tournament.
- San SolaniacoreIngredient supplier providing San Solania tomatoes and products. Supported Pizza Pilgrims FC charity football tournament.
- Casa JuliacoreIngredient supplier supporting Pizza Pilgrims FC charity football tournament alongside Caputo Flour and San Solania.
- Lucky SaintminorOrganised charity 5-a-side football tournament that Pizza Pilgrims participated in alongside hospitality teams from across London. Event raised money for Only A Pavement Away and Licensed Trade Charity.
- Only A Pavement AwayminorCharity beneficiary of Pizza Pilgrims FC charity football tournament, supporting hospitality workers in need.
- Licensed Trade CharityminorCharity beneficiary of Pizza Pilgrims FC charity football tournament, supporting hospitality workers in need.
- BelazuminorIngredient partner for Doughdown 2025 competition, helping make the event extra special.
- CarnevaleminorPartner for Doughdown 2025 competition, helping make the event extra special.
- Milon Sandford WinesminorWine partner for Doughdown 2025 competition, helping make the event extra special.
- DeliveroocorePrimary delivery partner enabling pizza delivery to customers' homes. Pizza Pilgrims available via Deliveroo across all UK locations including for guest pizzas and special menu items.
- Julienne BrunominorSupplier of vegan cheese used in Pizza Pilgrims' vegan pizza offerings, demonstrating commitment to plant-based options.
- SwingersminorCrazy golf entertainment venue partnership at two locations (West End and City) where Pizza Pilgrims operates the pizzeria. Swingers manages bookings for the venue. The venue is 18+ due to licensing.
- Courmayeur Mont BlancminorItalian ski resort collaboration for February-March 2026 La Fonduta pizza, featuring Fontina DOP cheese from Valle d'Aosta region. Team visited Courmayeur to develop the pizza and met cheese makers.
- La Padella (Courmayeur)minorLocal pizzeria in Courmayeur where Pizza Pilgrims team developed the La Fonduta guest pizza collaboration.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Pizza Pilgrims competitors and assessment
Company assessmentBroad incumbents
- Pizza Express: Long-established UK Italian casual dining chain with hundreds of high-street restaurants serving pizza as a core menu item. Significantly larger scale than Pizza Pilgrims but overlapping customer occasions.
- Pizza Hut UK: Mass-market UK pizza chain offering dine-in, delivery and takeaway. Competes on price-led family occasions and delivery occasions where Pizza Pilgrims also plays.
- Domino's Pizza UK: UK's largest pizza delivery chain operating under a master franchise model. Competes primarily on delivery and convenience, putting direct pressure on Pizza Pilgrims' Deliveroo and click & collect channels.
Others
- Dishoom: Award-winning UK Indian restaurant group with strong storytelling, B Corp credentials and brand collaborations. Highly comparable as a UK casual-dining brand archetype; also a current Pizza Pilgrims partner for the April 2026 guest crust dipper collaboration.
- Honest Burgers: UK casual burger chain focused on ingredient provenance and quality. Comparable UK casual-dining scale and ethos; current Pizza Pilgrims partner for the April 2026 guest crust dipper launch.
Direct peers
- Prezzo: UK Italian casual dining chain serving pizza, pasta and grill in town-centre locations. Overlapping customer base for family and casual Italian dining occasions.
- Franco Manca: UK Neapolitan sourdough pizza chain owned by Fulham Shore, operating ~60+ restaurants with an authentic-Italian positioning similar to Pizza Pilgrims. The closest direct competitor in UK premium Neapolitan pizza.
- Zizzi: UK Italian casual dining chain serving pizza, pasta and salads in high-street and shopping-centre locations. Competes for similar family, couple and group dining occasions as Pizza Pilgrims.
- ASK Italian: UK casual Italian restaurant chain with a broad menu including pizza, pasta and grill. Operates in similar high-street and out-of-town locations and targets overlapping family and casual dining occasions.
- Bella Italia: UK Italian casual dining chain owned by Big Table Group, operating high-street and destination restaurants. Competes for family dining and casual Italian occasions with a value-leaning menu.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pizza Pilgrims social profiles
Digital presencePizza Pilgrims compliance and trust
Trust signalCompliance1 record
Pizza Pilgrims financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pizza Pilgrims leadership team
Management profileNumber of profiles
Profiles4 records
Pizza Pilgrims funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pizza Pilgrims M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pizza Pilgrims
What does Pizza Pilgrims do?
Pizza Pilgrims operates a UK restaurant chain of 27+ pizzerias serving slow-proved, 48-hour fermented Neapolitan pizza cooked at up to 490°C in approximately 60 seconds, made with DOP-protected Italian ingredients. Beyond dine-in service, the company offers pizza catering for corporate events and parties, ticketed pizza masterclasses, private venue hire, home pizza kits (Pizza in the Post), and a branded cookbook. Revenue is supplemented by Deliveroo delivery and Click & Collect ordering.
Is Pizza Pilgrims a public or private company?
Pizza Pilgrims is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pizza Pilgrims founded?
Pizza Pilgrims was founded in 2012. It employs 251 to 500 people.
Where is Pizza Pilgrims based?
Pizza Pilgrims is headquartered in London, United Kingdom, in the Europe region.
How does Pizza Pilgrims make money?
Seven revenue lines are on record. Dine-In Restaurant Sales are the primary driver. The others are deliveroo Delivery Partnership, click & Collect / Takeaway, pizza in the Post, catering Services, private Events & Masterclasses and crust Dippers (Charity Donation).
Who are Pizza Pilgrims's main competitors?
Broad incumbents on record are Pizza Express, Pizza Hut UK and Domino's Pizza UK. Others are Dishoom and Honest Burgers. Direct peers are Prezzo, Franco Manca, Zizzi, ASK Italian and Bella Italia.
Does Pizza Pilgrims have an API?
No public API is recorded for Pizza Pilgrims.
What industry is Pizza Pilgrims in?
Pizza Pilgrims's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFABAB, Pizza Fast Casual, with a secondary code of THAFAIAB, Event Catering (Weddings, Social, Private Parties). Its NAICS code is 722511 and its SIC code is 5812.