There’s a particular kind of panic that sets in when you realise your West End show starts in 45 minutes and you haven’t eaten yet. You’re somewhere between Shaftesbury Avenue and Charing Cross Road, surrounded by restaurants that either have hour-long waits or eye-watering prices, and suddenly that interval ice cream isn’t going to cut it.
Pre-theatre dining in Soho should be simple, but it rarely is. The area’s packed with options, yet finding somewhere that ticks all the boxes (fast service, decent food, won’t cost you £40 before you’ve even seen the curtain rise) can feel impossible.
The Pre-Theatre Timing Challenge
Let’s talk about the reality of theatre timing. Most West End shows start at 7:30 PM, which means you ideally want to eat by 6:45 PM at the latest. Factor in travel time, finding your seats, and the inevitable queue for the loo, and you’re looking at needing food on the table by 6:15 PM.
This is where most Soho restaurants fall short. Either they’re fully booked (because everyone else had the same idea), or the service is leisurely in that lovely but utterly impractical way that means your starter arrives 30 minutes after you’ve ordered.
What Makes Good Pre-Theatre Food?
The best pre-theatre spots understand what you actually need. You want something satisfying but not so heavy you’ll be fighting sleep during Act Two. You want it fast, but not fast food. And honestly, you probably don’t want to spend £25 on a main course when you’ve already dropped £80 on tickets.
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Pizza fits the bill perfectly. It’s quick, it’s filling without being stodgy, and you can be in and out in 20 minutes if you need to be. ICCO Pizza on Greek Street has been feeding theatre-goers since 1999, and they’ve got the timing down to an art.
Location Matters More Than You Think
ICCO’s position on Greek Street is genuinely ideal for West End theatres. You’re a short walk from the Apollo, the Gielgud, the Prince Edward, and basically every major theatre in the area. It’s close enough that you’re not rushing, but far enough from Leicester Square that you avoid the tourist markup.
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The menu keeps things straightforward. The Margherita starts at £6.50, the Pepperoni is £7.50, and even if you go for something loaded like the Fiorentina (spinach, black olives, egg, the works), you’re looking at £8.25. You can feed two people well for under £20, which in central London feels almost impossible.
Speed Without Compromise
Here’s what actually happens when you pop into ICCO before a show: you order at the counter, the pizza’s made fresh in front of you, and you’re eating within 10 minutes. There’s no waiting for tables, no awkward flag-down-the-waiter moments, and no surprise service charges on the bill.
The dough is made daily on site, which makes a noticeable difference. Even though it’s fast, it doesn’t taste fast. The crust has that proper thin, slightly charred edge. The toppings are generous. It’s the kind of pizza that actually tastes like someone made it rather than reheated it.
The Halal Advantage
One thing that sets ICCO apart is the fully halal menu. If you’re heading to the theatre with family or friends who have dietary requirements, it’s genuinely refreshing to find somewhere that everyone can eat without having to check every ingredient.
The vegan options are solid too. The Vegan Veggie isn’t just an afterthought, it’s packed with caramelised onions, aubergines, and peppers, and the vegan cheese actually melts properly.
Making It Work
The key to successful pre-theatre dining is having a plan. If your show’s at 7:30 PM, aim to arrive at ICCO by 6 PM. Order quickly, eat at a reasonable pace, and you’ll still have time to stroll to your theatre without breaking a sweat.
And if you’re running really late? They do takeaway. Grab a pizza, eat it on the way, live your best chaotic life. No judgment here.
Theatre tickets are expensive enough. Your pre-show meal doesn’t need to be. Heading to a West End show? Grab a quick, affordable pizza at ICCO Soho, just minutes from major theatres.Find us at 23-24 Greek Street.
