Vincenzo’s, the celebrated pizzeria that has taken the UK by storm with its viral social media presence, is officially expanding its reach by opening a new location in London’s vibrant Shoreditch district. The highly anticipated restaurant is slated to open its doors in November, marking a significant milestone for the Bushey-based eatery.
From Local Gem to Viral Sensation
Vincenzo’s first opened its doors in Bushey, Hertfordshire, in 2022. Founded by chef Tom Vincent, the pizzeria quickly garnered a devoted following, largely thanks to its authentic New York-inspired pizzas. The thin, crispy, and foldable pies have been described by many as the “best in the UK.” This acclaim was amplified significantly through a series of viral videos on social media platforms like TikTok and Instagram Reels, which attracted over a million views and brought the pizzeria national attention. Vincent, who began his culinary journey as a chef at 14 and drew inspiration from extensive trips to New York and Naples, initially started the business during lockdown, selling pizzas from a hatch in his back garden before building his own brick oven. The overwhelming demand soon led to the establishment of the Bushey High Street venue, which has consistently sold out since opening.
The London Calling: Shoreditch Expansion
The new Shoreditch restaurant, located at 122 Bethnal Green Road, will serve as Vincenzo’s first London outpost. Owner Tom Vincent expressed his excitement about the expansion, stating, “I’ve been looking for a site for a long, long time, and I’ve finally found one. I’m really excited to open in Shoreditch. It feels like the right place for our pizzas. There’s a huge pizza revolution happening in London and it’s good to be a part of it.”. The location is strategically placed, a short distance from other popular East London food spots. While the Bushey venue is known for whole pizzas, the Shoreditch site will specialize in New York-style pizza by the slice, available for grab-and-go, alongside whole 16-inch pies for takeaway. The restaurant is designed to capture the nostalgic feel of New York slice bars, featuring mahogany panelling, mosaic marble floors, and vintage artwork, creating a distinct atmosphere.
A Taste of New York in East London
Vincenzo’s pizzas are crafted with a dedication to quality ingredients, utilizing flour from Molino Casillo in Puglia, San Marzano tomatoes, and cheese from Latteria Sorrentina. The menu will feature beloved classics such as margherita and pepperoni, alongside innovative creations exclusive to the London location. These include a spanakopita pizza, a vodka sauce special (a rare treat at the original site), and a burrata pizza, with options for hot honey and fresh pesto toppings. Slices will start at £5, with whole 16-inch and 20-inch pizzas also available. Vincent emphasized his commitment to creating “something timeless” and a slice shop that “London can call its own,” aiming to bring an authentic slice shop experience to the capital. The expansion signifies a growing trend in the UK where New York-style pizza is gaining significant traction alongside traditional Neapolitan varieties.
The Future of Vincenzo’s and London’s Pizza Scene
The expansion into Shoreditch is not just a win for Vincenzo’s but also a notable development for London’s dynamic food scene. The city has seen a surge in high-quality pizzerias, and Vincenzo’s arrival is set to further elevate the competition. Tom Vincent has assured Bushey residents that the original location is not closing and will continue to operate as usual, expressing gratitude for their unwavering support. With its unique blend of quality ingredients, viral appeal, and a clear vision for creating a timeless pizza experience, Vincenzo’s is poised to become a top destination for pizza lovers in London. The news covers a story that highlights the success achievable through dedication to craft and smart use of social media in the competitive food industry. This trending story is set to capture the attention of food enthusiasts across the capital.
Key Details:
* Opening: November 2025
* Location: 122 Bethnal Green Road, London E2 6DG
* Specialties: New York-style pizza by the slice and whole pies, featuring unique toppings like spanakopita and vodka sauce.
