London welcomes All'Antico Vinaio as long queues test £15 sandwich hype

All'Antico Vinaio opened its first London outpost this week in Soho, drawing hundreds of people and long queues as diners considered paying £15 for a ham-and-cheese sandwich. The Florence-born chain, which began in 1991, has built a global following around its thin schiacciata flatbread and a menu of premium Italian fillings. The London location sits on Wardour Street and Old Compton Street, where crowds formed within hours of opening.

London's menu mirrors the brand's classics, including L'Italiana with prosciutto di Parma, mozzarella, tomato and basil pesto; Emiliana with mortadella and stracciatella; Toscana, Ponte Vecchio, and Caprese. A London-exclusive in the lineup features porchetta, mature cheddar and potato cream. Prices on the board range from about nine to fourteen pounds per sandwich. The tester noted the schiacciata bread held up after a 30-minute commute and found the ingredients elevated, with carefully sliced mozzarella and well-balanced fillings.

Service was described as efficient despite a small crew—four staff with two handling sandwich-making tasks. The tester was in and out within about 20 minutes, collecting five sandwiches and samples of warm bread drizzled with olive oil. Several cross-sections and plate-of-meats displays behind a glass counter were highlighted in social posts, contributing to the shop's buzz across TikTok and Instagram.

The initial opening generated large social media waves, with influencers filming queues sprawling down Old Compton Street and Wardour Street. Reviews and captions called the sandwiches superb, while others urged patience for the line or suggested trying it as a special occasion rather than a daily lunch. The brand said AV is expanding in the UK and beyond, with additional locations planned in the coming year.

All'Antico Vinaio originated in Florence in 1991 and built a reputation as a top tourist and foodie stop. In 2014, its Florence site was the most-reviewed restaurant on TripAdvisor, and Google reviews exceed forty thousand with high ratings. The London outpost marks AV's seventh country location, with plans to bring authentic Italian deli culture to more UK shoppers while maintaining the brand's emphasis on quality ingredients.

The price point remains a point of debate in a city where similar fillings at smaller shops can be found for £7–£9. Some patrons view the sandwich as a treat rather than an everyday purchase, while others see the experience as worth the premium because of the craft and imported ingredients. For now, AV's London opening stands as a marker in the brand's ongoing international growth, signaling a new era for a sandwich that has become a global talking point.