When cruising in Central London, the perfect meal you would like to have is cheap, authentic and tasty. But everything around you is overpriced, with shops like Pret or EAT, offering mediocre sandwiches. Let's be honest, the only thing you really want is pizza! All these dreams can come true if you are near Goodge Street, in a corner pizza shop called ICCO.
First, let's explain its main asset: the price. For a very normal sized margarita, you only have to pay £3.95 takeaway and £4.50 eat-in. The price of a frappuccino at Starbucks or a wrap at Pret but for a real Italian pizza. As the shop is situated near University College of London, this place is famous in the student community, which guarantees the shop a good customer base.
Now, let's talk about the pizza itself. Having tested a lot of pizzas in my life, from the oldest pizza in Naples to the cheap 12 inches pizzas in London, I can guarantee the quality of this one, especially of the crust. On the menu, the simplest is the best: go for the margarita. It is also the cheapest so you get the best of both worlds. Other kinds are as good too: from classic Primavera and Four Cheeses to their personal creations like Pulcino (Chicken, olives, black onions, mozzarella and tomato sauce) and Al Caprino (Goat's cheese, spinach, roasted peppers, mozzarella and tomato sauce). You can even add your favourite toppings for £1 or £2, depending on the type of it.
As the takeaway is cheaper, you can easily find a seat in the restaurant itself if you're too hungry to eat your pizza later. With its self-service, jugs, canteen glasses, cutlery, tiles on the wall and large metal tables and chairs, you can feel like you are in an out of time cafeteria. This atmosphere is part of the whole experience.
Of course, as in every good Italian place, all the staff is Italian. I think it is a good London version of a New York pizza place. If one day, they start selling £1 pizza slices, their business would go crazy, and me too. As it is opened from 7 am to midnight on weekends, it is the perfect place for a small fatty snack during your night out or in the middle of your day of work. If you are lazy, don't worry, you can order their products through Deliveroo and Uber Eats, from £5.25 (to which you add £2.50 of delivery). Still a pretty good deal on a lazy Sunday night.
I know they have another shop in Camden/Mornington Crescent, a bit smaller, but to which I never went. Seeing the success the shop has, I hope it spreads but that the quality stays the same, not as for many other little shops that turned into restaurant chains.