“I Quit My Job And Built A $10M Pizza Business” - Thom Elliot Founder of Pizza Pilgrims
Nov 9, 2023
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In this engaging discussion, Thom Elliot, co-founder of Pizza Pilgrims, shares his inspiring journey from corporate life to launching a $10M pizza empire after a whim-fueled trip to Italy. He delves into the artistry of authentic Neapolitan pizza making and the challenges of establishing a food business during the pandemic. Thom emphasizes the power of genuine connections and resilience needed to thrive in entrepreneurship. Plus, he reveals innovative ideas like pizza kits that emerged from adversity, showcasing the importance of adaptability in business.
Starting a business requires taking risks and seizing opportunities.
Networking and collaboration play a crucial role in building a successful business.
Running a business requires constant problem-solving and adaptability.
Prioritizing goals and resisting distractions is key to business growth.
Innovative ideas and adaptability can help businesses thrive even during challenging times.
Deep dives
Starting a Pizza Business: From Idea to Reality
The podcast episode features the story of two brothers who quit their corporate jobs and took a leap of faith to start their own pizza business. They embark on a pilgrimage to Italy to learn the art of making Neapolitan pizza and buy a pizza van. They face challenges along the way, including convincing councils to give them pitches at food markets. With perseverance and constant problem-solving, they build their business, eventually expanding to multiple locations. The episode highlights the importance of networking, seizing opportunities, and the relentless dedication required to run a successful business.
Transitioning from Office Job to Entrepreneurship
The brothers' journey from corporate jobs to running their own business is a contrast in work styles and responsibilities. In corporate life, there is a sense of structure, boundaries, and support from colleagues. However, entrepreneurship requires wearing multiple hats and being the sole person responsible for problem-solving. The business becomes a constant presence, making it challenging to switch off even during downtime. Despite the tremendous effort involved, starting a business offers the freedom to pursue passion and create one's path.
The Importance of Networking and Convincing
The brothers actively networked with various individuals in the hospitality industry to gain advice, support, and access to resources. From convincing councils to give them pitches at food markets to gaining the trust of fruit and veg suppliers and securing affordable storage spaces, their determination and persuasive skills played a key role in building their infrastructure. The hospitality industry, in particular, fosters a culture of collaboration and support, where competitors willingly share knowledge and experiences.
The Challenges and Resilience in Hospitality and Street Food
Running a hospitality business, especially in the street food industry, presents constant challenges and requires resilience. The ever-changing nature of the business, from mechanical issues to delivery problems, demands adaptability and problem-solving skills. Despite the hurdles, the brothers find fulfillment in their thriving business and the opportunities it brings. Building a vibrant team and not afraid to seek advice from industry peers help navigate obstacles and find success.
The Growth of Pizza Puckerooms and the Importance of Prioritizing
Pizza Puckerooms started as a small market stall and quickly grew to have 24 pizzerias, employing over 500 people. The company's focus on prioritizing the most important things and ignoring distractions has been crucial to its success. They emphasize the importance of setting goals, identifying key metrics, and actively resisting the temptation to pursue every opportunity that comes their way. This approach has helped them navigate challenges and make strategic decisions in order to grow their business.
The Power of Pizza Kits and the Impact of COVID-19
During the COVID-19 pandemic, Pizza Puckerooms faced a significant challenge. However, they came up with a unique idea of creating pizza kits that customers could make at home. This innovative concept allowed them to maintain cash flow and engage with customers during a challenging time. The success of their pizza kits led to large-scale demand and helped them generate revenue that surpassed pre-pandemic levels. The kits also helped the company gain exposure on social media and expand their customer base.
The Pizza Academy and Empowering Individuals
Pizza Puckerooms established the Pizza Academy as a space to train and educate their staff. The Academy serves as a central hub where new managers and employees learn about the company's values, standards, and operations. It provides a controlled environment for training and offers courses that cover a wide range of topics, from mental health awareness to stock control. Additionally, Pizza Puckerooms has partnered with charities to provide employment opportunities for homeless individuals and ex-convicts, giving them a chance to rebuild their lives and find support within the hospitality industry.
Lessons from Running Pizza Pilgrims
One of the main lessons learned from running Pizza Pilgrims is to not overthink your ideas. Instead, start testing the fences and see if there is a need for your concept without quitting your job right away. It's important to have a mindset of adapting and figuring things out as you go, rather than thinking you need to have all the answers at the start. Additionally, it's crucial to understand your own personality and whether you are suited for entrepreneurship. Not everyone is built for the challenges and uncertainties that come with running a business. It's important to have self-awareness and recognize if this is the right path for you.
Maintaining Work-Life Balance
Maintaining work-life balance can be challenging while running a growing business. While there are no specific hacks or systems mentioned, the interviewee discusses the difficulties of being mentally present with family and the constant distraction of a smartphone. However, they try to be physically present during important family moments, such as bedtime, and make an effort to be involved with family activities. They emphasize the importance of open communication between work and personal calendars and being aware of each other's schedules. Ultimately, finding the right balance is a personal journey and requires self-awareness and continuous effort.
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A lot of us dream about starting a business. But so many people spend years and years planning a business without actually taking the plunge and going for it. We want to plan for every challenge and potential problem, and forget that the most important step is to just start something. It turns out that some of the best businesses are born from spur of the moment decisions and taking surprising and exciting risks. In this episode of Deep Dive I chat to Thom Elliot, co-founder of the restaurant business Pizza Pilgrims. Pizza Pilgrims started on a whim when Thom and his brother went on a trip around Italy trying to taste test the best pizzas in the country. From there, Pizza Pilgrims has become an award winning business, which has survived all the adversity of the pandemic to celebrate its tenth birthday this year. In this conversation we talk all about how to become an entrepreneur, how to turn set backs into opportunities, and the importance of taking risks when starting your dream business. Enjoy!
Season 7 Episode 6
(06:30) The origin of Pizza Pilgrims (15:57) Thom’s trip to Italy (22:55) The importance of random conversations (29:36) Getting Pizza Pilgrims off the ground (37:00) The difference between employment and entrepreneurship (45:22) Should you quit your job to start a business? (51:19) Why you need to take risks (58:16) Founder’s naivety (1:06:33) Pizza Pilgrims' stats (1:11:15) Sustainable growth and long- term thinking (1:20:10) How Pizza Pilgrims survived the pandemic (1:31:54) Franchises and the Pizza Academy (1:38:44) Growth and giving back (1:45:19) Balancing family life (1:48:21) Lessons for aspiring entrepreneurs
Visit the website for the transcript and highlights from the conversation - https://aliabdaal.com/podcast/
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