The Fitzrovia Food Guide

Fitztrovia finds its origins way back in in the 1700s, when Charles Fitzroy developed the area for the upper classes. When said upper classes moved to the neighbouring Mayfair and Belgravia, the properties were subdivided into workshops and studios, and was later established as a centre for furniture trade. In the 1930s Augustus John and Dylan Thomas built up the area’s bohemian reputation.

It is said, though not confirmed, that the area was not named after the Fitzroy Square, but instead after a tavern. The name was only officially adopted, however, in 1994 (and it has stuck, despite some insistence on naming the area “Noho”). Today Fitztrovia sees an average of 50,000 employees and is home to many media and advertising companies, and, of course, a collection of lovely bars and restaurants.

ICCO

ICCO is possibly the best for value pizza joint you can find (at least in central London!). Eat here for delicious thin-crust pizzas for under £10 (with many options averaging around £5) and take a lunch break in their NYC, Little Italy inspired dining area. The pizzas are made fresh to order and from an open-style kitchen that means that you can watch your pizza being made in front of you. Watch out though! The lunch rush is hectic – it’s quite the popular place! And for a reason. But don’t worry about losing your order. You pay first and receive a buzzer that will go off once your order is finished for you to pick up. For their fans who can’t get enough, they have a buy 7, get the 8th pizza free cards.

Bubbledogs

Bubbledogs is the new kid in town following in the footsteps of London’s quirkiest restaurants. It might seem strange to pair hotdogs with champagne, but it works! (We hear the tater tot sides are excellent, by the way.) To avoid queuing we suggest trying to go at odd hours – nothing dampens the mood like staying outside in the cold for too long – but we absolutely suggest a visit and a chance to try some “posh” junk food.

Hint: If you’re only really into fine-dining or incredibly intimate experiences, there’s a Michelin-star restaurant in the back! With only 19 seats, Kitchen Table is an experience in kitchen theatre, starring the Head Chef James Knappett and a menu of 12 courses that never stays the same. Watch out though, this experience comes with a £98 price tag.

Belle & Co.

If you ever wanted to feel like an artist during the Belle Époque era, when the art masterpieces of the twentieth century were created and the artist’s lifestyle was espoused by many, then look no further than Belle&Co. This luxurious cocktail den is a part of the Shaker & Company, however you have to book in advance (they even suggest as far as two weeks) as there’s a limited capacity of no more than 30, and, surprise, surprise, it’s very popular. It’s also available to hire for private parties, and comes stocked with everything you need to throw the best bash ever from a cinema screen to AV equipment.

Honey & Co.

Honey & Co, a little middle eastern café on Warren Street, is the product of the married couple Sarit Packer and Itamar Srulovich, and it is a product well-made. You’d be hard-pressed to find visitors who aren’t raving about the food or the service! What else can you expect from two chefs who have been honing their craft since they were five-years old?