Brothers Thom and James Elliot, 36 and 33, left their corporate jobs in 2011 and went on a pilgrimage across Italy to find the perfect pizza. They were followed by a camera crew and the trip became the television show Pizza Italiana, on the Food Network. They opened their first restaurant in Soho in 2012 and now have 10 sites in London and one in Oxford, with plans to open four more in the capital next year. One of these will be a training academy, which will double up as a takeaway at night. Sales hit £11.9m in June as new locations in the City, London Bridge and Westfield proved popular.
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