Cateys 2025: Restaurateur of the Year – Group: Pizza Pilgrims

It’s been 13 years since brothers Thom and James Elliot started selling pizza from a market stall in Soho, and since then the pair have blazed a trail in the industry.

Known for their sense of humour and quirky restaurants – including one with a five-a-side football pitch and another with a basement cinema – they have shown success doesn’t mean a business has to be boring.

It’s been a big year for the group, which opened new restaurants in London’s Euston and Chelsea, as well as its first outside of England in Cardiff, and expansion into Scotland’s capital Edinburgh. Revenue and earnings before interest, taxes, depreciation and amortisation is on the rise and team turnover has dropped. 

Pizza Pilgrims now runs 25 restaurants across England, Wales and Scotland, serving up to 50,000 pizzas per week and employing more than 500 people. Sustainability is a big focus for the group, which has worked on achieving B Corp status for the past two years. The business only uses renewable energy and gas in all its pizzerias, while the majority of its basil supply is now sourced from hydroponic farms in the UK to cut air miles. Pizza Pilgrims has also worked with its oven supplier to build an insulated door to reduce heat loss overnight.

Investment in teams is a key part of the business, and the numbers speak for themselves. Staff turnover is at its lowest ever level, 84% of the team said they were happy at work in a recent survey and Pizza Pilgrims had zero gaps for managers and head chefs at site level this year. Nearly 60% of its team has had over one years’ service and over 40 people have been with the business more than five years. Team perks have also been reviewed with paid volunteer days for staff and expanded partnerships with charities that support young people with disabilities into employment. Staff who have worked at the group over five years are now able to take a one month paid sabbatical.

Thom and James are also passionate about supporting other restaurants across the UK and host an annual event for independent pizza brands to share tips for success and encourage collaboration. James is also lead judge for the Pizza and Pasta Awards and Pizza Pilgrims runs two hospitality networking events for founders and long-standing industry peers.

Thom and James have shown that success and sustainability can go hand in hand, proving themselves as worthy role models for other restaurateurs.

What the judges said

“So much achieved in their era, but most noticeably in the past 12 months: B Corp, the launch of a new book and record revenues. An outstanding submission and 12 months for Pizza Pilgrims.” John Nugent

“Real role models for the industry. They have weathered the storms through thick and thin with their enthusiasm, integrity, their passion for their product and ability to inspire the generations above and below them.” Nisha Katona

“James and Thom are wonderful ambassadors for the restaurant sector in general.” Mark Selby

The shortlist

• Marcello Distefano, San Carlo Restaurant Group
• Thom and James Elliot, Pizza Pilgrims
• Jyotin, Karam and Sunaina Sethi, JKS Restaurants

The judges

• Iain Donald, Iain Donald Restaurant Consultant
• John Nugent, Green & Fortune
• Nisha Katona, Mowgli Street Food
• Mark Selby, Wahaca
• Tigrane Seydoux, Big Mamma Group

If you would like to enter the 2026 Cateys, or you know someone who you would like to nominate, register your interest for updates