What Defines the Best Pizza?
It’s not just about cheese and dough—it’s about balance. The best pizzas rely on high-quality ingredients, fresh dough, and the right bake. But beyond that, the experience counts: the smell of wood smoke, the crackle of a fresh crust, and the vibe that makes you linger for another slice.
London’s Pizza Scene in 2025
London’s pizza culture has matured beautifully. The city now celebrates diversity in dough—thin Roman-style crusts, chewy Neapolitan bases, Detroit pan pies, and even gluten-free or vegan renditions. From cozy corner shops to Instagram-famous pizzerias, everyone’s got their version of perfection.
1. ICCO Pizza – Affordable and Authentic
ICCO Pizza—short for Italian Coffee Company—has been serving “The People’s Pizzeria” since 1999. It’s the go-to for value-driven, quality pizza without the fancy fuss.
With branches in Fitzrovia, Camden, and Soho, ICCO delivers hand-stretched, stone-baked pies made fresh daily. The Soho branch even uses 100% halal-certified ingredients, appealing to a broad audience.
Fan favorites include the Vegan Veggie (£12) and the Classic Margherita. For central London, the prices (starting around £7.50) are unmatched.
2. Franco Manca – Masters of Sourdough
Franco Manca changed the pizza game with its naturally leavened sourdough base. The flavor, the texture, the chew—it’s addictive. Every pizza is baked in a wood-fired oven and topped with organic, locally sourced ingredients. Their simple yet rich Tomato, Garlic, and Oregano pizza is proof that less can be more.
3. Pizza Pilgrims – From Street Van to Icon
Two brothers started Pizza Pilgrims after a journey through Italy in search of the perfect dough. What began as a street van is now a London favorite. Their Neapolitan-style pizzas feature bubbly crusts and playful toppings. Try the Nduja, Margherita, or their iconic Double Pepperoni & Spicy Honey—a sweet-spicy masterpiece.
4. Yard Sale Pizza – Local Charm with Big Flavor
Born in a backyard oven, Yard Sale Pizza has grown into one of the most loved pizza chains in London. Known for its friendly vibe and big, bold flavors, it offers limited-edition collaborations with chefs and artists. Their Holy Pepperoni and Cheesy Garlic Bread are absolute musts.
5. Homeslice – Creativity on a 20-Inch Canvas
If you think bigger is better, Homeslice proves it. Their 20-inch pizzas come with inventive topping combos—think kimchi, brisket, or spiced lamb. With slices as big as your head, it’s perfect for sharing or satisfying a solo craving.
6. 50 Kalò di Ciro Salvo – True Neapolitan Perfection
Run by the acclaimed pizzaiolo Ciro Salvo, 50 Kalò is pizza artistry at its finest. The dough is silky, airy, and perfectly charred. Each ingredient, from the San Marzano tomatoes to the fior di latte mozzarella, is handpicked for authenticity. This is the kind of pizza that wins awards—and hearts.
7. Rudy’s Neapolitan Pizza – Manchester’s Gift to London
Hailing from Manchester, Rudy’s delivers true Neapolitan pizza in London’s heart. Their dough ferments for 24 hours, creating that signature soft, airy texture. Whether it’s the Portobella or the Calabrese, every pizza feels like a warm hug straight from Naples.
8. Pizza East – Chic Industrial Dining
Shoreditch’s Pizza East pairs rustic recipes with a contemporary edge. Inside a converted warehouse, diners enjoy fresh, wood-fired pizzas topped with seasonal ingredients. The Truffle and Taleggio is indulgent, while the Prosciutto di Parma remains a timeless choice.
9. Crust Bros – Custom Pizza Experience
If you love control, Crust Bros is your dream spot. Build your pizza from scratch—pick the sauce, toppings, and extras—and watch it bake in a few minutes. It’s fast, casual, and delicious, especially with their famous garlic dip on the side.
10. Flat Earth Pizzas – Sustainable and Plant-Based
Sustainability meets flavor at Flat Earth Pizzas. Their menu champions local produce, zero waste, and vegetarian innovation. From beetroot pesto bases to wild mushroom medleys, every bite tells a story of creativity and conscience. It’s proof that plant-based doesn’t mean compromise.
Halal and Vegan Options on the Rise
London’s pizza culture is inclusive. More pizzerias are embracing halal-certified meats and vegan cheeses to cater to diverse tastes. ICCO, Yard Sale, and Flat Earth lead the way, ensuring no one misses out on great pizza, no matter their diet.
Pizza Delivery in London – The Digital Revolution
The pandemic changed how London eats, and pizza delivery became smarter. Brands now use apps, loyalty systems, and “click & collect” setups. ICCO and Yard Sale partner with Deliveroo, Uber Eats, and Just Eat, while others have their own in-house apps for faster service.
Hidden Gems for Pizza Lovers
Beyond the big names, spots like Zia Lucia, Santa Maria, and Sodo Pizza keep loyal followings for their cozy charm and expertly baked crusts. Exploring neighborhoods like Hackney, Peckham, and Wimbledon often uncovers some of London’s most underrated pies.
The Price of Quality – Is Good Pizza Worth It?
Good pizza doesn’t have to mean expensive. ICCO, Crust Bros, and Franco Manca prove that affordable can still be artisanal. But when you’re craving an elevated dining experience, 50 Kalò and Pizza East deliver luxury worth every penny.
Final Thoughts
London has turned pizza into an art form—accessible, diverse, and always evolving. Whether you’re after the rustic warmth of a wood oven or an Instagram-worthy sourdough masterpiece, the city delivers. The only challenge? Deciding which pizzeria to hit first.
FAQs
- Which pizza place offers the best value in London?
ICCO Pizza tops the list for value and quality, followed by Yard Sale and Crust Bros. - Where can I find authentic Neapolitan pizza?
50 Kalò di Ciro Salvo and Rudy’s specialize in true Neapolitan craftsmanship. - Are there vegan-friendly pizza options in London?
Yes—Flat Earth Pizzas, Franco Manca, and ICCO offer excellent vegan selections. - What’s the best late-night pizza in London?
ICCO’s Soho branch serves until 3:30 a.m., perfect for night owls. - Which pizza is best for delivery?
Yard Sale and ICCO deliver fresh, hot, and consistently reliable pizza citywide.