This is where it all started. The corner of Goodge Street and Charlotte Street — the first ICCO, the first kitchen, the first fresh dough made in Fitzrovia in 1999.
Twenty-six years later, we're still here. Same pizza. Same prices. Same commitment to getting it right every day.
Before ICCO became a London institution, its founder Ashraf Kamel was delivering soft drinks to cafés across the city. One of those deliveries brought him to a small café on the corner of Goodge Street and Charlotte Street in Fitzrovia.
The owner was impressed. An offer was made. And in 1999, what had been a corner café became the first ICCO — the kitchen where the dough recipe was written, the prices were set, and the idea of The People's Pizzeria was born.
Soho came later. The delivery service came later. Everything came later. This Goodge Street kitchen is where it started.
Today Tamer Kamel leads the business his father built. The Fitzrovia kitchen still makes fresh dough every morning, still serves the same menu, and still charges prices that haven't pretended London isn't expensive. That part hasn't changed.
Central London's best-connected pizza restaurant. Three tube stations within walking distance — whichever line you're on, Goodge Street is close.
On the corner of Goodge Street, Fitzrovia. No booking required — walk in any time we're open.
Same menu as Soho. Same dough, made in this kitchen every day. Same prices. 100% halal throughout. Whether it's a quick lunch between meetings or a Friday evening at the counter — here's what to order.
Every pizza at ICCO Fitzrovia is made with 100% halal-certified ingredients. That includes pepperoni. That includes chicken. That includes every meat topping we serve. There is no separate halal section — the entire menu is halal, the same way it has been since Ashraf Kamel opened this kitchen on Goodge Street in 1999.
Fitzrovia and the surrounding areas — Bloomsbury, Marylebone, the streets around UCL and the Middlesex Hospital — have a significant halal-conscious community. ICCO has been their pizza place for over twenty-five years. Walk in and order anything on the menu with complete confidence.
More about our halal pizza →Order via Deliveroo or Uber Eats and we'll deliver from our Goodge Street kitchen. Or use Click & Collect — order and pay online, pick up fresh from the counter.
We deliver across:
Check Deliveroo or Uber Eats for live postcode availability. Delivery radius updates in real time on both apps.
Full pizza delivery coverage in London →Order online, walk in, pick up fresh. No waiting. Available every day we're open.
Go to icco.co.uk, pick your pizzas, pay online. Takes two minutes.
Straight to the kitchen. Ready in 10–15 minutes.
Tell the counter your name. Take your pizza. Done.
Located in the heart of Fitzrovia, just a short walk from Goodge Street, Warren Street and Tottenham Court Road stations.
Walk in. No booking. No fuss. Fresh pizza from 10am.
