L’Osteria acquires majority stake in Pizza Pilgrims

Italian restaurant brand L’Osteria has acquired a majority stake in UK-based pizza chain Pizza Pilgrims as part of a plan to expand its international portfolio, for an undisclosed sum.

The Munich-headquartered group said that the deal, announced on 11 August, would help build an “Italian brand world” and support its ambition to become a “leading” European casual dining group.

Both brands will continue to operate independently and be developed internationally in parallel, while benefiting from shared expertise.

Pizza Pilgrims was founded in 2012 by brothers Thom and James Elliot, who began selling pizzas from a Piaggio van. 

The chain now has more than 20 locations, mostly in London and southern England, and is known for its Neapolitan-style pizza and informal atmosphere.

The deal is subject to regulatory approval and is expected to complete in the fourth quarter of 2025.

Jacek Trybuchowski, chief executive of FR L’Osteria SE, said: “Pizza Pilgrims is a strong, successful brand with a clear Italian profile and an excellent team. Both of our brands share a high commitment to quality and a passion for Italian cuisine and joie de vivre.

“This investment marks another milestone for us on the way to becoming the European Champion in Casual Dining. We look forward to embarking on this next growth phase together with the Pizza Pilgrims team.”

The Elliot brothers added: “We are very excited about our partnership with L’Osteria and the opportunities it brings for our much-loved brand and our wonderful teams.

“Since our beginnings with a market stall in Soho, we have strived every day to make Pizza Pilgrims a better company. We would like to thank all our previous investors for their support and expertise during this time.”

They concluded: “The chance to continue growing and to learn from the experienced teams at L’Osteria and McWin is fantastic. We are also thrilled that Gavin and Sophie, who have been part of the company for many years, will take on their new roles as chief executive and chief financial officer respectively. Along with the leadership team, they will guide the company into its next phase.

“Together, we will carry forward the authentic spirit of Pizza Pilgrims while delivering on our clearly defined vision to bring our Neapolitan hospitality to even more Pizza Pilgrims fans at home and abroad.”