Pizza Pilgrims was founded by two brothers who set out to traverse Italy to learn how to make authentic pizza. Their journey was documented on a dedicated YouTube channel, so they actually began building an online audience before they’d even setup business in their first pizza van. This focus on digital has continued as the business has grown. According to James: "We got food bloggers involved very early on. It's been much more effective than print advertising or any other more traditional channels." Get the full story at Econsultancy Read also "The restaurant OS" at TechCrunch