Est. 1999 · Fitzrovia, London
From Giza to Goodge St.
A family journey, 27 years in the making — honest food, genuine hospitality, unbeatable value.
Before ICCO Pizza became a London institution, its founder Ashraf Kamel was simply trying to make a living. Born in Giza, Egypt, Ashraf moved to London in search of opportunity. One of his early jobs involved loading crates of soft drinks into a small transit van and delivering them to cafés and restaurants across the city.
During those deliveries he formed a relationship with the owner of a local café on the corner of Goodge Street and Charlotte Street W1T 4LU in Fitzrovia. Impressed by Ashraf's work ethic and determination, the owner eventually made him an offer he couldn't refuse. In 1999, Ashraf took over the café and The Italiano Coffee Company (ICCO) was born.
In its early days, ICCO was a neighbourhood café where locals came for coffee, pastries, soups, pasta, jacket potatoes and sandwiches — with pizza appearing quietly on the menu. But the pizzas quickly became the highlight.
Students, office workers, builders, taxi drivers and night-shift Londoners discovered a place where they could enjoy freshly made pizza at prices rarely seen in central London. Word spread organically, and ICCO gradually evolved from a small café into one of London's most recognisable independent pizza spots.
ICCO has always been a true family business. For the Kamel family, the restaurant wasn't just a workplace — it was where they grew up. Their first proper Italian pizza was from ICCO, their first work experience was behind the ICCO counter, and their first understanding of value in hospitality came from watching how the business was run.
Born in Giza, Egypt, Ashraf's journey from delivering soft drinks across London to owning one of the city's most beloved independent pizzerias is a testament to hard work and determination.
Ashraf's son has learnt every aspect of the business — from cleaning the toilets to serving at the till, slicing pizzas and making them alongside the chefs. He now leads ICCO into its next chapter.
Tamer's cousin trained as a pizza chef at ICCO for years, then launched his own pizzerias in East London, and has now returned to shape the brand's creative vision.
Tamer's sisters and mother bring invaluable expertise in marketing, branding and business acumen — guiding ICCO's future while protecting the values that made it successful.
Honest food, genuine hospitality and fair pricing — that's the promise we've kept for 27 years.
The Kamel Family · ICCO Pizza
In a city where restaurant prices continue to climb, ICCO has remained committed to accessibility. The business operates on small profit margins and relies on high volume to remain sustainable — because we believe pizza should be for everyone.
No matter the state of the economy, our prices have only increased 4 times in 26 years. Every pizza on our menu is priced at under £10. That's a promise to London.
We also believe in looking after our team. Head chefs have been part of the business since 2001. Supervisors who've been with us over 20 years. Our staff aren't employees — they're family.
As the hospitality industry becomes increasingly dominated by corporate chains, franchises and self-service technology, ICCO has chosen to hold onto a more traditional approach.
Customers still order from people. Conversations still happen across the counter. The atmosphere remains rooted in community. We believe that hospitality should never lose its most important element — human connection.
Moments are shared one slice at a time, and this can only be done by keeping the essence of human interaction — a factor we all love about the hospitality industry.
From one corner café in Fitzrovia to three London locations — each site chosen because ICCO belongs where the people are: high footfall, central, vibrant.
Where it all began. The original ICCO café that started as a neighbourhood spot and became one of London's most recognisable independent pizza destinations.
A smaller but mighty unit that proved ICCO could thrive in residential areas. After 9 years, it's become one of Camden's most respected pizzerias.
ICCO's first flagship expansion — a bold step into London's most iconic dining district, marking 27 years of serving the city and signalling the next exciting chapter.
Over the past 27 years ICCO has quietly contributed millions to the UK economy, supported local communities and provided first jobs for countless young Londoners.
The business has also remained committed to giving back and will be the official sponsor of the UCLH Charity initiative "A Slice of Support" — helping raise funds and awareness for patients and staff supported by UCLH Charity.
As the Kamel family looks toward the future, their mission remains the same as when Ashraf first took over the café in 1999: to serve London with honest food, genuine hospitality and unbeatable value.
To mark 27 incredible years, we're giving you a slice of the savings. Visit any ICCO location in the first two weeks of May and use the code below.
Follow our journey on Instagram @icco_pizza
