Finsbury Park Slice to be rebranded as Pizza Pilgrims

21 February 2022 by
Finsbury Park Slice to be rebranded as Pizza Pilgrims

Pizza Pilgrims has announced its spin-off concept Slice's first permanent restaurant in London's Finsbury Park will be rebranded under the group's core brand.

In a post on Instagram, the group said: "it hasn't ever really worked bizniz wise. Our hunch is people don't want pizza by the slice to eat in – they want to grab and go and be free! So with that in mind we are converting our little slice shop into a full-blown Pilgrims pizzeria with puffy crust 12" pizzas."

The site is expected to relaunch in six weeks. Pizza Pilgrims relaunched the former Quality Fish Bar site as Slice on 11 August 2021, inspired by Thom and James Elliot's trips to the US and Italy, serving metre-long rectangular pizzas cut into large slices.

It also operated a pop-up on London's Southbank and took a spot at crazy golf venue Swingers West End. The Swingers site will continue operating as Slice.

Pizza Pilgrims was founded by the Elliot brothers and opened its first restaurant in London's Soho in 2013. It has since grown to 14 sites in London and one in Oxford.

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