ICCO Pizza

ICCO Pizza, also known as The Italiano Coffee Company, was founded in 1999 by Ashraf Kamel in Fitzrovia, London. It started as a café and evolved into a popular independent pizza spot, with three locations and a reputation for great value pizza.

ICCO Pizza was founded in 1999 when Ashraf Kamel took over a café on the corner of Goodge Street and Charlotte Street in Fitzrovia, London. Originally named The Italiano Coffee Company (ICCO), it started as a neighbourhood café serving coffee, pastries, soups, pasta, jacket potatoes and sandwiches, with pizza quietly on the menu. The pizzas quickly became the highlight, attracting students, office workers, builders, taxi drivers and night-shift Londoners with freshly made pizza at low prices. Over time, ICCO evolved from a small café into one of London's most recognisable independent pizza spots, with three locations and a family business.

1. 1ICCO Pizza in London — The People's Pizzeria | Fresh Pizza Since 1999icco.co.uk
2. 2About - ICCOicco.co.uk