Juniper Strategy provides vendor due diligence for Pizza Pilgrims

©Pizza Pilgrims

Juniper Strategy is proud to have supported Pizza Pilgrims in its sale to L’Osteria, backed by McWin, providing vendor commercial due diligence to support the transaction and growth ambitions.

Founded in 2011 by brothers Thom and James Elliot, Pizza Pilgrims has grown to 26 UK pizzerias, recently opening in Cardiff, Edinburgh and Manchester, with new locations due in Birmingham and London’s King’s Cross. The brand is known for authentic Neapolitan pizza, a vibrant people-first culture, and achieved B Corp certification in 2024, reaffirming its mission to "Make people happier, one pizza at a time".

L’Osteria, founded in Nuremberg in 1999, operates over 200 restaurants across ten European countries and has been backed by McWin since 2023. The partnership will support measured UK expansion and Pizza Pilgrims’ entry into new European markets, while both brands remain independent.

Juniper Strategy’s work included a commercial vendor due diligence review, covering market positioning, customer demand, competitive landscape, financial performance, scalability, and opportunities for international growth and brand extensions.

Gavin Smith, Chief Executive of Pizza Pilgrims, said:"Juniper were great to work with - straightforward, collaborative and completely on top of the detail. They made the process smooth from start to finish and helped us show the very best of Pizza Pilgrims to potential partners."

We wish L’Osteria, McWin and Pizza Pilgrims every success in this next chapter.