"Make a problem a problem only when it is a problem." - Thom Elliot, Pizza Pilgrims

From Doubt to Drive - Entrepreneurs Only

This week, we feature Thom Elliot, Co-Founder of Pizza Pilgrims (https://www.pizzapilgrims.co.uk/), which he started with his brother in 2012 following a pilgrimage to Italy. They have grown the business organically, with a lot of fun, and with massive respect for bringing Neapolitan pizza to London. What began as a street food movement has now expanded to 22 pizzerias across the UK, employing 480 people, generating 30 million in sales, and 1 million in profit. The company is still growing at 20% per year. It was initially funded by 15 early-stage investors and Imbiba (https://imbiba.com/news/2021/3/24/imbiba-invests-in-pizza-pilgrims).

Thom talks with us about how COVID presented the ultimate roadblock but also created big opportunities, such as selling pizza ingredients in a box—up to 10,000 boxes a week—which saved the company. He also shares why, as a founder, he doesn't focus on numbers at all and how listening to Led Zeppelin exclusively for weeks helps him during crises.

Our key takeaways from our conversation are:

• Make a problem a problem only when it is a problem.


• We are not a family; we are a team.


• Slow down—focus on one thing at a time.


• Doubts grow as your company grows.


• Hire people you trust.


• Make decisions as a team.


• If everyone follows big data, we all end up in the same place.


• Trust your gut; believe in what you want to do.


• Don’t let data lead you to places you don’t want to go.


• Focus on developing people, but don’t overpromote them.


• Happiness is a business goal.


• Success is happiness.

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© From Doubt to Drive Podcast, owned and operated by Aperitivo International B.V
Recorded on 28. May 2024 via Zoom in London (Thom Elliot) – Kandy, Sri Lanka (Mario C. Bauer) – Hamburg, Deutschland (Florian Schneider).