London has a serious pizza problem. Not a lack of it — the opposite. The city now has world-class Neapolitan pies from Naples-trained pizzaioli, New York-style sliceries, Detroit squares, Roman pinsa, sourdough experiments earning global rankings, and late-night operations that actually understand what a city of eight million people needs from its pizza at 1 AM.
We've been watching all of it from inside our kitchens since 1999. ICCO — which stands for The Italian Coffee Company — started that year as a family-run pizzeria, founded and led by Tamer Kamel. From the very beginning, the principle was simple: quality pizza at unbeatable value, made fresh every day, served fast, with no frills and no compromises. What started as one location has grown into a central London institution, with kitchens in Soho and Fitzrovia that have been making fresh dough every single morning for 25 years.
We've served The Guardian journalist who ate lunch here four times in one week. We've been open until 3 AM in Soho while the rest of the neighbourhood went home. And we've done it all while staying exactly what Tamer built from day one — The People's Pizzeria.
This page is our answer to the question we get asked most: where's the best pizza in London? We'll be honest about what we think — and we'll tell you exactly why.
A pizza from £3.95. A whole 12-inch pizza from £6.50. These prices have not kept pace with London inflation and that is deliberate. We are The People's Pizzeria — which means the builder, the student, the office worker, and the tourist all eat the same pizza at the same price.
Time Out called us one of the best cheap eats in London. The Guardian sent a writer who ended up eating here four times in one week. We are not embarrassed by being affordable. We are proud of it.
At our busiest, our kitchen produces 24 pizzas every five minutes across our twin ovens. That speed never comes at the cost of freshness — the dough is still made from scratch every morning. The operation Tamer Kamel built is precise, consistent, and uncompromising on quality.
Every pizza ICCO has ever served has started with dough made in-house that same day. No frozen bases. No pre-made crusts shipped in from a supplier. The dough process starts early every morning at both our Soho and Fitzrovia kitchens — which is why the base has a texture and flavour that reheated or par-baked alternatives simply cannot match.
You can taste the difference. Twenty-five years of customers coming back suggests they can too.
ICCO has served a fully halal menu since 1999 — not a halal option, not a separate halal menu, but a kitchen that has operated halal throughout from the very beginning. Every meat topping, including our pepperoni and chicken, is halal-certified.
This is not a selling point we added later to reach a new audience. It is simply how we have always cooked. In a city as diverse as London, we think that is exactly how it should be.
ICCO is genuinely for everyone. Not as a marketing line — as a lived reality. Our customers on any given lunchtime in Soho or Fitzrovia include builders, students, office workers, families, tourists, taxi drivers, and people who have been coming here since the day we opened.
The name means exactly what it says: The People's Pizzeria. That is who Tamer Kamel built this for in 1999. That is who we still cook for today.
ICCO has two central London pizzerias — both open late, both walk-in, both delivering across the surrounding areas.
On Greek Street — one of Soho's most beloved food streets — since 1999. The late-night option. The post-theatre option. The 2 AM option. The only sit-down pizza in central London still serving fresh, made-to-order pizza when the rest of the neighbourhood has closed.
More about pizza in Soho →On Goodge Street in Fitzrovia — where the neighbourhood's workers, students, and residents have been coming for fresh pizza since the late 1990s. The daytime option. The office lunch option. The after-work option. Walk in. Order. Eat. That simple.
More about pizza in Fitzrovia →London now has one of the most varied and genuinely world-class pizza scenes outside of Italy. Understanding the styles helps you understand what ICCO is — and what we are not trying to be.
The original. Blistered, soft bases cooked at 450°C+ in under 90 seconds. San Marzano tomatoes, fior di latte, leopard-spot charring. London's best Neapolitan comes from Napoli on the Road (named Best Pizza in Europe by 50 Top Pizza in 2025) and L'Antica Pizzeria da Michele on Baker Street — an institution since 1870 in Naples.
Thin, wide, foldable. Crisp undercarriage, pliable centre, generous toppings. Vincenzo's in Shoreditch is widely regarded as London's best — The Infatuation gave it one of their strongest endorsements. Carmela's on Upper Street is another consistent performer.
Square, deep, caramelised cheese edges, crispy underside. Still relatively new to London but growing fast. Detroit Pizza London on Commercial Street in Spitalfields is the go-to for anyone who hasn't tried it yet.
ICCO is not trying to be Neapolitan. We are not a sourdough experiment or a seasonal tasting menu. We are London-style thin crust — fast, generous, fresh, affordable, and open late. Our base is thinner and crisper than Neapolitan. Our toppings are straightforward and satisfying. Our price is honest. This is the style that built The People's Pizzeria, and it is the style that has kept Londoners coming back since 1999.
Want to explore the full London pizza landscape? Read our full guide to London's best pizza places.
Let's be clear about something: ICCO is not a restaurant that added a halal option. We are a restaurant that has operated a fully halal kitchen since the day we opened in 1999.
Every pizza on our menu — at both our Soho and Fitzrovia locations — uses 100% halal-certified ingredients throughout. That includes our pepperoni. That includes our chicken. That includes every meat topping we have ever served. There is no separate halal menu, no halal section, no need to check or ask. Everything is halal. It has always been halal. It will always be halal.
In a city as diverse as London, we think this is simply the right way to run a pizza restaurant. It means a table of four people from four different backgrounds can sit down together and order anything they want. No compromises, no awkward conversations, no one checking the small print. Just pizza. For everyone. That is what The People's Pizzeria means in practice.
Read more about halal pizza in London →Both our Soho and Fitzrovia kitchens deliver across central London via Deliveroo and Uber Eats. Click & Collect is also available directly through the ICCO website — order ahead, skip the queue, pick up fresh.
If you are not sure whether we deliver to you, check the Deliveroo or Uber Eats apps — our delivery radius is updated there in real time.
Both our Soho and Fitzrovia locations deliver across central London. Delivery areas are updated in real time on each platform — check the app for your current postcode.
Or try Click & Collect — order ahead, skip the queue →I once ate lunch here four times in one week
One of the best cheap eats in London
"Finally a place where I can eat everything on the menu. 100% halal, great pizza, great price. My go-to in Soho."
"2 AM on a Saturday and the pizza was still fresh and hot. Nothing else like it in central London."
"Been coming here since uni. Best value pizza in London, no question. The Fitzrovia branch is my local."
"We could easily pump out over 1,000 pizzas in the day."
The best pizza in London, since 1999. Order now, find your nearest ICCO, or explore the full menu.
