FITZROVIA | W1T
With pizza chains expanding hard and fast throughout London, it's nice to see one place that’s bucked that trend by staying true to its original routes on Goodge Street in Fitzrovia, where this single outpost has stood since opening in 1999.
Even after a newly refurbished store and menu, ICCO is still one of the best priced pizza joints in the city.
Before noon they'll treat you to a free croissant with your large hot drink, and they're open until late throughout the week.
It's hard to resist stopping by for one of their 12 inch pizzas, ranging from as little as £4.50 to £7.20.
I love to beat a queue, so the option of ordering online for collection or delivery is very welcome, and its only around 50p more to eat in.
They cover both vegan friendly and meaty options, with a menu ranging from four cheeses or pepperoni with mozzarella, to a Fiorentina or an Al Caprino with goat's cheese and roasted peppers. Their 'Brunch' option almost justifies eating pizza in the morning, topped with fried egg, mushrooms, and sausage.
My choice was the Pulcino - baked to order with a classic thin crust, mellow black olives, juicy onions, diced tender chicken and basil.
Words and photography Bisi Bajomo