Before ICCO Pizza became a London institution, its founder Ashraf Kamel was simply trying to make a living. Born in Giza, Egypt, Ashraf moved to London in search of opportunity. One of his early jobs involved loading crates of soft drinks into a small transit van and delivering them to cafés and restaurants across the city.

During those deliveries he formed a relationship with the owner of a local café on the corner of Goodge Street and Charlotte Street W1T 4LU in Fitzrovia. Impressed by Ashraf's work ethic and determination, the owner eventually made him an offer he couldn't refuse. In 1999, Ashraf took over the café and The Italiano Coffee Company (ICCO) was born.

ICCO Pizza

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ICCO Pizza

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