Florentine phenomenon All’Antico Vinaio opens London Soho outpost, 10-pound-plus sandwiches draw crowds

A sandwich shop billed as the world’s best has opened in London, opening in Soho with long queues and a promise of authentic Florentine flavors. All’Antico Vinaio, which began in Florence in 1991 and has since expanded to the United States and Dubai, now has a London outpost that has drawn hundreds of people to Old Compton Street and Wardour Street since its doors opened this week.

The London location mirrors the chain’s signature approach: a focus on schiacciata, a thin Florentine flatbread, and a menu of classic combinations that have built the brand’s global reputation. Prices at the new branch start at £9.90 for simpler offerings such as Emiliana (mortadella and stracciatella cheese) and rise to about £14.90 for heartier options like Tommy, which is stuffed with prosciutto crudo di Parma, stracciatella, truffle cream and spicy aubergines. Several fillings, including cured meats and cheeses, are imported from Italy to preserve the brand’s traditional flavors. A London-exclusive option, the London sandwich, adds porchetta, caramelized onion, potato cream and mature cheddar to the mix.

The London menu showcases the brand’s staples—La Favolosa (Sbriciolona salami, pecorino cream, artichoke cream and spicy aubergines), La Schiacciata del Boss (prosciutto crudo, pecorino, truffle cream and rocket) and La Toscana (Sbriciolona salami and sun-dried tomatoes)—alongside the new city-specific creation. The aim, according to the company, is to bring an element of Florence to the UK while maintaining the quality the brand is known for. To that end, many fillings are sourced from Italy to ensure authentic Italian flavors for London diners.

The move has already generated significant social-media buzz. TikTok creators and food influencers documented the launch, with posts showing queues snaking down London streets as fans waited for a bite. One influencer, Eating With Tod, described the scene as reminiscent of Florence, noting the unusually long lines for a sandwich. The hype was amplified by an opening-day gesture in which the first 500 guests could snag a free sandwich.

Industry observers note that All’Antico Vinaio’s expansion underscores a broader appetite for premium, artisanal sandwiches in major global markets. Tommaso Mazzanti, whose family founded All’Antico Vinaio in Florence, said the London opening marks a milestone in the chain’s growth and its ongoing mission to share Florentine culinary tradition with the world. “I’m truly honoured to open our first location in the UK, especially in such an important city like London,” he said. “This marks a crucial milestone in All’Antico Vinaio’s growth, and we hope to replicate the success we’ve had in the U.S. This is the seventh country where we’re opening AV, driven by our passion for sharing a piece of Italian culinary tradition with the world.”

The London debut comes as the brand signals further UK expansion in the coming year. Company officials indicated that additional locales in Britain could follow as part of the international rollout. The cascade of attention around All’Antico Vinaio’s Florence roots sits alongside a notable milestone from the Florence site: in 2014 it was the world’s most-reviewed restaurant on TripAdvisor, and it remains a top destination with tens of thousands of Google reviews and a high rating, underscoring the staying power of the brand’s Italian-cooked, crowd-pleasing format.

For now, London diners are weighing the experience against the price tag. Some observers welcomed the opportunity to try a globally celebrated sandwich in the heart of the capital, while others balked at what they view as a premium price for a quick meal. Still, queues and social-media chatter suggest All’Antico Vinaio’s London event has succeeded in turning a familiar lunch into a destination moment for culture- and food-minded audiences in the UK capital.

In the long run, the London experience may determine whether the brand’s approach—imported ingredients, high-touch prep and a lineup of signature combinations—can translate into sustained popularity outside Florence and the broader U.S. and Middle East markets. If the early turnout is any indication, All’Antico Vinaio’s London venture has already captured the imagination of a city famous for its appetite for new, premium food experiences.