Rising Star: Pizza Pilgrims’ Kathy Garrill drives both profit and positivity

Pizza Pilgrims’ Kathy Garrill has turned a business reliant on walk-in trade to one that’s driven by much more, whether it’s events, festivals, or DIY pizza kits.

As founder Thom Elliot says, his head of sales & events is possibly the most likeable salesperson he’s ever met.

“A lack of commerciality is something we suffered from,” he tells MCA. “We’re so focused on pizza and whether the teams and customers are enjoying it, commercial viability is so far down the list.

“Kathy’s core is driving actual commercial return – she’s managed to bring that sort of energy, but with a real warmth to it.”

Garrill has spent five years with Pizza Pilgrims, prior to which she was events manager at Soho House. While her experience is grounded in two very different businesses, a high performing sales and events environment helped her drive the pizza chain back to its roots.

“We’re a company that started in events, but we’re not events-led,” Elliot says. “Kathy has been growing that part of our business.

“We’ve shown in the boardroom that we want to build that part, but she’s kept at it despite us not giving much help.”

According to him, Pizza Pilgrims has a barebones sales team, but that hasn’t stopped Garrill from introducing new ways to build the brand. Her efforts have led to pre-booked sales doubling year-on-year over the past give years, along with a 1500% rise in ticket sales for events since pre-pandemic.

The business has hosted sessions for children at its Selfridges site, while also hosting events at charities.

“It’s such a triumph; it’s double-edged as it has both commercial returns and is such a joyous thing,” Elliot adds. “With companies that have reached this size, it’s challenging to maintain a balance.”

Unique events have helped give the brand a new energy. In addition to infinity brunches, masterclasses, and olive oil tastings, Pizza Pilgrims is hosting a concert with Sofar Sounds at its Brighton venue, while making appearances at events like Glastonbury to make festivals a part of the business again.

“The events hugely help our brand as a whole by driving much of our social media agenda and energy, helping us stand out in a crowded market.”

The business also has the distinction of profitability at every single site – something that’s not always easy for a casual dining chain, as Elliot points out – and Garrill has been an instrumental part of that.

“There are two or three sites that, without her incredible input, would be struggling…we don’t have one site that’s a loss-maker.

“It’s her dedication to thinking about the audience, community, and the benefits of the location.”

During the pandemic – as Elliot describes it, “when the world caved in” – Garrill helped introduce Pizza in the Post, the DIY pizza kits that are still a part of the company long after restrictions have ended. One out of three FTSE companies have used the services, according to him.

“It’s an amazing expression of what the company is all about,” Elliot says. “She’s also translated that into walk-in sales. That marketing effort has been second to none.

“In an organisation that is not by nature sales-focused – Kathy is a beacon of positivity and a can-do attitude, and just a great human.”