* Location: 21a Great Windmill St, London W1D 7LD
* Website: Visit Website
* Price: £ – Budget-friendly
* Booking: Walk-ins welcome
ICCO: Soho‘s Unpretentious Slice of Italy
In the bustling heart of Soho, where culinary trends ebb and flow like the Thames, one establishment stands firm in its commitment to simple, honest pleasure: ICCO – Soho “The People‘s Pizzeria.” This isn’t a place for hushed reverence or Michelin aspirations; it’s a vibrant, no-nonsense haven for anyone craving authentic Neapolitan-style pizza without the fuss or the hefty price tag. Promising speed, affordability, and undeniable flavour, ICCO positions itself as the democratic choice for a quick, satisfying meal in one of London’s most dynamic districts. From theatre-goers grabbing a pre-show bite to savvy locals seeking a budget-friendly lunch, ICCO delivers on its promise of being “The People’s Pizzeria,” and our recent visit confirmed its enduring appeal.
Bustle, Buzz, and Brisk Service
Stepping into ICCO, you’re immediately enveloped in a lively, unpretentious atmosphere. The decor is functional and bright, dominated by a large, visible pizza oven that hints at the culinary theatre within. Tables are practical, designed for quick turnover, and the space often hums with a delightful cacophony of chatter, clanking plates, and the rhythmic thud of dough being prepped. This isn’t a spot for intimate conversations, but rather a bustling canteen-style experience that feels genuinely Italian in its casual efficiency. Service is remarkably brisk and to the point; orders are taken quickly, pizzas emerge from the oven at impressive speed, and the staff, while not overly effusive, are adept at managing the constant flow of hungry diners. It’s a well-oiled machine, ensuring that even during peak hours, your wait is minimal and your pizza swiftly in hand.
The Heart of the Matter: Pizza Perfection and Simple Pleasures
ICCO’s menu is refreshingly focused, a testament to the belief that when you do one thing well, you don’t need to do much else. The star, unequivocally, is the pizza, baked in a traditional wood-fired oven until the crust boasts that perfect leopard-spotted char. Beyond pizza, you’ll find a small selection of classic Italian starters and desserts, all designed to complement the main event without overshadowing it.
Margherita
The quintessential test of any pizzeria, ICCO’s Margherita stands tall. Its beauty lies in its simplicity: a thin, supple base with a wonderfully airy, chewy crust, topped with sweet San Marzano tomato sauce, fresh mozzarella, and a scattering of fragrant basil. Each bite delivers a harmonious blend of tangy, creamy, and herbaceous notes, a true testament to the quality of its core ingredients and expert preparation. It’s a benchmark of what simple pizza should be.
Diavola
For those who prefer a bit of heat, the Diavola is a fiery delight. Adorned with spicy salami and chilli flakes, it offers a robust kick that awakens the palate. The crisp edges of the pepperoni curl slightly from the heat, releasing their spicy oils onto the molten cheese and vibrant tomato, creating a robust flavour profile that perfectly balances warmth with the fresh tang of the base.
Funghi
A celebration of earthy flavours, the Funghi pizza is generously topped with fresh mushrooms, mozzarella, and a hint of garlic and parsley. The mushrooms retain their texture, adding a satisfying chewiness that contrasts beautifully with the soft, bubbly crust. It’s a comforting, savoury option that showcases how even basic ingredients can sing when treated with respect.
The drinks menu is equally straightforward, offering a selection of soft drinks, classic Italian beers, and house wine – everything you need to wash down a delicious slice without distraction.
The People’s Verdict: A Soho Gem
ICCO – Soho “The People’s Pizzeria” isn’t trying to reinvent the wheel; it’s simply perfecting it. It offers an unpretentious, incredibly well-executed pizza experience that delivers outstanding value for money in a city where such finds are increasingly rare. The swift service, bustling atmosphere, and consistently delicious, authentic pizzas make it an ideal spot for a quick lunch, a casual dinner with friends, or a satisfying pre-theatre bite. While it might not be the place for a lingering, romantic evening, for those seeking genuine flavour, efficiency, and a taste of “the people’s” authentic Italian, ICCO remains a steadfast and highly recommended Soho institution. It truly lives up to its name, proving that great food doesn’t always have to come with a hefty price tag or a reservation.
