Pig and Olive Ltd

What Pig and Olive Ltd does

Pig and Olive Limited is an independent, family-owned pizza company founded in 2015 and domiciled in the United Kingdom, operating entirely within the North Devon region. The company runs two fixed venues - a dine-in, takeaway, and delivery restaurant at 1 Pebbleridge Road, Westward Ho! (with a cocktail bar featuring Devon-based Barbuoy spirits) and a takeaway and delivery operation at Pilland Way, Pottington Industrial Estate, Barnstaple - with a third Beaufort Street, Barnstaple site in pre-launch trials as of January 2026. A mobile pizza van operates evenings across at least ten North Devon villages (Torrington, South Molton, Umberleigh, Winkleigh, Bishops Nympton, Chivenor, Fremington, Chulmleigh, Exbourne, Kings Nympton, Lapford) and at festival venues such as The Green Man Festival in Pilton.

The core product is stone-baked Neapolitan-style pizza using dough fermented for 22-25 hours and hand-stretched to a thin, char-blistered crust with a pillowy edge. The menu extends to sides, crust dippers, drinks (including Barbuoy cocktails at Westward Ho!), and George's ice cream at the upcoming Beaufort Street site. Customer retention is supported by the Pizza Points loyalty scheme, which awards 10 points per £1 spent via Apple/Google Wallet digital passes, with tiered rewards (free dip at 100 points, free drink at 150, free garlic bread at 200, free dessert at 250) and planned higher tiers with exclusive benefits and early access to specials.

Revenue is generated entirely through consumer transactional sales - dine-in, takeaway, delivery, mobile van, and online ordering via the storekit platform. The company employs 5 people, holds no external funding, and operates under a community-led go-to-market model anchored on Instagram and Facebook content, village-level event presence, and direct marketing via email, SMS, and WhatsApp. The company has received Taste of the West Gold 2026, Food Drink Devon Gold 2025-2026, Devon Tourism Awards Silver 2025-2026, and Restaurant Guru Best Pizza 2026.

Name

Pig and Olive Ltd

Legal name

Pig and Olive Limited

Website

https://pigandolive.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Pig and Olive Limited is an independent North Devon pizza company operating dine-in venues in Westward Ho! and Barnstaple plus a mobile pizza van serving rural villages. It serves local residents, tourists, and rural communities with award-winning stone-baked Neapolitan-style pizza.

Ownership category

akta.pro rank

Product category

Pizza Restaurants

NAICS

Limited-Service Restaurants (722513), Full-Service Restaurants (722511)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

Keywords

• Stone-baked pizza
• Neapolitan-style pizza
• Pizza takeaway delivery
• Mobile pizza catering
• Artisan pizzeria

Headquarters

HQ city

Westward Ho!

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Dine-in restaurant sales: Eat-in service at Westward Ho! venue (12:00-21:00) offering full dining experience with cocktails and bar service
2. Takeaway and delivery: Takeaway and delivery service from Westward Ho! and Barnstaple locations, with delivery available from 16:30-21:00
3. Mobile pizza van sales: Travelling pizza van serving rural communities across North Devon at village locations, evenings 4:30-8:30pm
4. Loyalty rewards programme: Pizza Points loyalty scheme where customers earn 10 points per £1 spent on online and in-store orders, redeemable for free garlic bread, drinks, desserts and other rewards

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Pig and Olive Ltd runs two North Devon pizzerias (dine-in/takeaway/delivery in Westward Ho! and takeaway/delivery in Barnstaple) and a mobile pizza van that takes stone-baked Neapolitan-style pizzas into rural communities and private events. The menu centres on handcrafted stone-baked pizzas with sides, dips, and drinks, supported by a "Pizza Points" customer loyalty scheme and event-booking services.

Product overview

Pig and Olive Ltd operates as a multi-channel pizza restaurant business consisting of two fixed restaurant venues (Westward Ho! and Barnstaple) and a mobile pizza van serving rural North Devon communities. The core product offering centres on stone-baked Neapolitan-style pizza, complemented by sides, crust dippers, and drinks including cocktails at the Westward Ho! venue. The business offers a Pizza Points loyalty programme (built on the Leat platform) as a customer retention add-on, allowing members to earn points on purchases and redeem rewards such as free garlic bread and desserts.

Differentiator

Problem solved

Functional benefit

Products and services

• Stone-Baked Neapolitan-Style Pizzas (Westward Ho! and Barnstaple pizzerias) Handcrafted stone-baked Neapolitan-style pizzas sold from two North Devon locations: a dine-in, takeaway and delivery pizzeria in Westward Ho!, and a takeaway and delivery pizzeria in Barnstaple. Targeted at local residents and visitors seeking an artisan casual-dining or home-delivery pizza experience.
• Mobile Pizza Van Catering A travelling pizza catering service using a mobile pizza van that brings stone-baked Neapolitan-style pizzas to rural North Devon communities, weddings, parties, corporate events, and festivals that are not served by the fixed pizzerias.
• Pizza Points Loyalty Scheme A customer loyalty programme called "Pizza Points" that rewards repeat purchases at the pizzerias, designed to drive repeat visits and increase customer lifetime value.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Barbuoy CocktailsminorOthersBarbuoy is a small-batch cocktail producer located locally in Devon. Their cocktails are served at the Westward Ho! restaurant location as an alternative to standard bar offerings. Premium spirits, quality ingredients, locally sourced where possible. This appears to be a supplier/venue partnership rather than formal commercial arrangement.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Zizzi: UK Italian casual-dining chain with pizza-led menu and dine-in/takeaway/delivery. Comparable casual Italian positioning and broad customer base; relevant for benchmarking cocktail bar integration and venue economics.
• Domino's Pizza UK: Largest UK pizza takeaway and delivery chain with national coverage including North Devon postcodes. Competes for the same delivery/takeaway occasions but at a different price tier and brand positioning; sets the baseline for delivery share-of-stomach that Pig & Olive must defend.
• ASK Italian: UK-wide Italian casual-dining chain offering pizza alongside pasta and broader menu. Comparable Italian-leaning casual-dining positioning and dine-in experience; benchmark for the Italian casual category's table-turn and average-spend metrics in regional UK sites.
• Papa John's UK: Major UK pizza takeaway and delivery franchise network including Devon territory. Competes for the same delivery occasions in North Devon at a slightly premium-to-Domino's tier; reference for delivery-channel pricing and promotion dynamics.
• Prezzo: UK Italian casual-dining chain with pizza and pasta focus, dine-in led. Comparable on the casual Italian/pizza category and family/couple occasion; useful proxy for sit-down venue economics in regional UK catchments.
• Pizza Express: Long-established UK pizza casual-dining chain with dine-in, takeaway, and delivery nationwide including Devon sites. Comparable on the dine-in Italian/pizza experience and family occasion use case; competes for tourist and family traffic at Westward Ho! coastal locations.

Direct peers

• Crust Bros: UK Neapolitan pizza QSR/fast-casual operator focused on delivery and takeaway with a small dine-in footprint. Comparable on stone-baked Neapolitan style and digital-first ordering; relevant benchmark for delivery economics and digital loyalty execution.
• Pizza Pilgrims: UK Neapolitan-style pizza casual-dining chain with multiple London and regional sites. Directly comparable on product (stone-baked Neapolitan pizza, slow-fermented dough), service model (dine-in, takeaway, delivery), and customer target (quality-led casual diners); benchmark for potential regional expansion of the Pig & Olive concept.
• Franco Manca: UK sourdough Neapolitan-style pizza chain owned by Fulham Shore. Closest direct competitor on pizza style (slow-fermented sourdough base, stone-baked) and value-positioned casual dining, with dine-in and takeaway across ~70 UK sites; reference for scale and multi-site economics in the same niche.
• Homeslice: London-based craft Neapolitan-style pizza operator with dine-in and delivery. Comparable on artisanal pizza positioning, hand-stretched dough, and cocktail-led evening venue; useful peer for upper-bound ticket size and brand expression.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pigandolive
• Instagraminstagram.com/pigandolivepizza
• LinkedInlinkedin.com/company/pig-and-olive-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pig and Olive Ltd