A pizzeria from New York pizzaiolo Bruno di Fabio.
Personal declaration: Bruno DiFabio, whose pizza restaurant NY Fold has recently opened in Soho, grew up in the town adjacent to mine in the suburbs of New York, and now owns a pizzeria in my hometown as well as other suburban locations. I need to say that because most suburban pizza sucks, and I was prejudiced against NY Fold. Would this be the crap I ate in my youth when unexplainable hunger arose after an evening spent in, um, smoke-filled rooms?
Hooray! It was not. NY Fold is a good example of a certain style of NY pizza, and if you like that style, you should go there. The defining feature is the dough, which gets a slow rise and is rolled out thicker than most London pies would prepare you for. Not as a thick as Chicago-type deep-pan pizza, but you still get a hefty mouthful of crust every step you take.
Also very New Yorkish is the approach to toppings. The general philosophy holds that More is Good and Much More is Much Better. In New York and environs, this approach sometimes yields slices that have more calories than the entire contents of Elvis’s final fridge. But more often than not, the high-cal toppings are also low-qual: cheap cheese, industrial sauce and sausages, etc.
Not at NY Fold. Some of their toppings are lavish, but they also taste great: DiFabio understands the need for good ingredients. We liked the Popeye containing spinach, speck, olives and more; and the Fabio, with its spicy salami, olives, cherry tomatoes; and especially the Brooklyn Point, led by chopped clams, pancetta and charred lemon.
But best of all was a simple margherita, just good cheese and good sauce. If a pizzeria doesn’t make a good margherita, it should switch to fried chicken.
The pies are 16 inches and 20 inches, and a 16-inch is plenty for three people. And with prices starting from £20 (or from £3.75 for a slice) you’re not spending a fortune. There are also salads, with a typically sharp American dressing; a handful of starters and desserts; and some special items such as deep-dish pies and calzone. Italy rules the wine list, while the US and UK have joint sovereignty over the beers (draft and bottles); sodas are from a machine, and you get free refills. The tables at the back are the comfortable place to sit. Service is fantastically friendly. You may even see DiFabio presiding over the ovens. If you do, tell him ‘Yo! Bruno!’ from me.
|Venue name:||NY Fold||Contact:|
103 Charing Cross Rd
|Opening hours:||Mon-Sat 10-12.30am, Sun 10am-midnight|
|Transport:||Tube: Tottenham Court Rd|
|Price:||Meal for two with drinks and service: around £25.|
|Do you own this business?|
Average User Rating
3.8 / 5
- 5 star:6
- 4 star:20
- 3 star:6
- 2 star:2
- 1 star:1
We stop by to buy Grandma pie pizza, which we took back to the office to devour! Great tasting pizza, and seeing as I'm not a pizza fan is saying something, which 2 slices each between four of us, and at 16" is more than enough!
Fantastic large slices to eat at a decent price. 1 slice is plenty, 2 is more than enough. Eat in or take away. Great selection. Recommend Butchers Shop for the meat lover and Grandmas Pie for extra garlic breath. Frustrating when they run out of the pizza you want but always plenty of choice to select as an alternative. Friendly service with actual non forced conversation.
This place does have so much potential, and the menu is great. However, my pizza slices were cold, hard and generally pretty unappetizing. Maybe this was just a bad day at the office, as the other reviews appear much more favourable, so I'll give it another try. But first impressions were pretty low...
this Pizza place is delicious, although the slices are not as thin as I prefer, they aren't thick like the Chicago bases. It has a crispy base and oodles of cheese. Great selection of flavours as well
Like a lot of cities, pizza in London seems to be dominated by Neapolitan style pizza, which is great, but as an American, I definitely miss New York or more American style pizza (think thicker crust, more toppings, etc.). I was pretty pumped to hear the NY Fold was opening up, which I thought may do a good job of rounding out the pizza styles in London. Fortunately I was not disappointed in the least, and NY Fold is definitely in my top two, and possibly my favorite/best pizza place in London.
Overall the pizza was excellent, and had really creative/well thought out toppings. The crust was perfect, and the pizzas I got were great. My lady friend and I got a half Fabio and half Juliette. The Juliet is really fun with "mozzarella, gorgonzola dolce, fig jam, prosciutto crudo, and finished with a thick balsamic glaze". I havn't really had a pizza like this before, but I was seriously blown away by how much I loved it. The Fabio half was a little more traditional with "Chorizo, castel vetrano olives, sundried tomato pesto, mozzarella, burrata, finished with shaved piave, and olive oil". Again it was fantastic.
One whole pizza is probably a good size for three people, or possibly 4 if everyone is a light eater. Even with me stuffing myself, we had leftovers for the next day. I am really excited to go back and try the other pizzas. Even though it isn't exactly cheap, its pretty solidly priced for London, and gives a great value for what you pay.
Amazing! Pizza slices are enormous and the quality and price is great. Butcher Shoppe and Italian Hot were both delicious. Recommended for a fast lunch.
I wanted to like this place, but was pretty underwhelmed. I couldn't disagree with the Time Out review more - the toppings I had were miserly. Plus my slice was only lukewarm. Plus it pitched itself as some sort of Italian 'hot', but there was barely a flicker of chilli heat. Maybe New Yorkers have delicate palates, but curry's our national dish - if you sell yourself as 'hot' then at least give it some kick. The all-conquering 'spicy salami' slice from Malletti Pizza is tens times better.
Great tasting NY style pizza (ie huge) sold by the slice. Two slices easily enough for this hungry man. Pizzas have a lovely crisp base and haven't found a duff topping combo yet, all ingredients seem high quality and packed with fresh flavours.
Finally tried out NY Fold after passing by a few times - have to agree with James B, it has an eye-catching exterior, and the inside doesn't disappoint. Well designed, with really helpful, friendly staff, and most important of all - the pizza tasted great. It's so filling I thought I'd eaten more slices than I actually had, which never happens. Need to head back and check out the rest of the menu.
Dropped in this place whilst catching a show with my family....
Firstly we noticed the delightful appeal from the street and then we were not let down by the restaurant...
Staff were brilliant, could not do enough..
I had the old favourite Spag Bol....
Kids had pizza and loved them...
This place is truly unique....
Hope the owners are successful and venture out...
Well done NY Fold........
Think this place just opened. The staff were super friendly, and pretty sure the managers were greeting people at the door. I'm so happy that this place exists (and right around the corner from work!) What a great pasta! Top quality and would definitely recommend this place.