Host: Cassie Davison
Guest: Sam Pentecost, Founder & Owner of The Alpine Pizza Co

Episode Summary
In this episode of The Kith & Kin Hospitality Podcast, Cassie sits down with Sam Pentecost, founder and owner of The Alpine Pizza Co, one of the leading pizza suppliers on the UK’s festival circuit. Sam’s journey takes us from construction sites to wedding catering and finally to some of the biggest festivals and events in the UK.

Sam shares how he transitioned from working in a demanding, high-pressure construction industry to building a thriving, complex hospitality business driven by his passion for food, people, and problem-solving. From logistics challenges to managing seasonal demand, Sam gives a fascinating behind-the-scenes look at what it takes to succeed in mobile catering at scale.

Key Highlights

1. Sam’s Journey into Hospitality:

   • From juggling construction jobs and hospitality roles to starting Alpine Pizza Co in a converted horsebox in 2017.
   • How his love for hospitality’s social element pulled him back into the industry.
   • The big decision during COVID to go all-in and turn his side hustle into a full-time business.

2. The Challenges of Large-Scale Mobile Catering:

   • Moving from small weddings to catering at major festivals like Glastonbury, Reading & Leeds, and Winter Wonderland.
   • The complexities of logistics, staffing, and stock management in unpredictable environments.
   • Managing dough in extreme weather – from scorching summer festivals to freezing winter events.

3. Making Hospitality Sustainable Year-Round:

   • Tackling the seasonality of events and creating stability for staff.
   • The importance of building a strong, supportive team and transitioning staff to full-time roles.
   • How Alpine Pizza Co balances smaller weddings with high-volume events while targeting corporate catering opportunities.

4. Business Growth & Lessons Learned:

   • Sam’s reflections on the “dark days” of unexpected VAT bills and the game-changing decision to hire a business coach.
   • The importance of problem-solving and delegation in growing a complex business.
   • Why focusing on the events they enjoy and that deliver ROI is now a core strategy for the future.

Memorable Quote
"If money is your only driver, hospitality isn’t for you. You’ve got to love it. If I didn’t enjoy this, I wouldn’t do it – because hospitality is all about people, energy, and problem-solving." – Sam Pentecost

Connect with Sam Pentecost & Alpine Pizza Co

• Instagram: @TheAlpinePizzaCo
• Website: www.thealpinepizzaco.com
• Email: sam@thealpinepizzaco.com