NY Fold

Restaurants Soho
  • 3 out of 5 stars
  • 4 out of 5 stars
(35user reviews)
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NY Fold

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. 

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NY Fold says
A legend in his home nation, with ten artisan pizzerias and six world pizza championship titles to his name, master pizzaiolo Bruno DiFabio has taken London by storm with the launch of NY Fold.
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By: Richard Ehrlich

Posted:

Venue name: NY Fold
Contact:
Address: 103 Charing Cross Rd
London
WC2H 0DT
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?
To improve this listing email: feedback@timeout.com

Average User Rating

3.8 / 5

Rating Breakdown

  • 5 star:6
  • 4 star:20
  • 3 star:6
  • 2 star:2
  • 1 star:1
LiveReviews|35
1 person listening
Ashleigh A
1 of 1 found helpful
moderatorStaff Writer

I only bought a slice to take away from NY Fold but was most impressed – crunchy crust, great quality ingredients and very generous size. It made a really cheap dinner! Staff seemed a little confused about what was on offer but it hadn't been open long so I'll let them off. A word of warning though – the combination of lots of toppings and a massive slice makes it really hard to eat while you walk, so maybe sit in. The people watchers of Old Compton Street probably enjoyed seeing me nearly walk into a drag queen with my face in the box though, to be fair.

Rosie T
1 of 1 found helpful
Staff Writer

Such a yummy pizza! I had Grandma's Pie which was delicious. The venue offers a great atmosphere and the staff are friendly and very helpful. A recommended spot to visit.

Howard S
1 of 1 found helpful

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!

Ed. T
Tastemaker

I was seriously impressed with NY Fold. While it isn't quite the most authentic NY style pizza in London (it's a little thicker and chewier from what I gather), it's still damned good by its own merits. Plentiful amounts of cheese, a really interesting menu of toppings that deviates from your standard "American" or "Veggie", and huge portions for the prices are all massive positives. 


They do a two slice deal that's either £7.50 or £8.25 depending on veg or meat, and it's more than enough to fill you up unless you have a bottomless stomach. Throw in  free refills at the soda machine for only £3, really good chicken wings, and some lovely staff and this place is a new fav! 



Jon D

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.

Carly-Ann Clements
Staff Writer

I've been to NY Fold a few times and though they don't get it right every time, when they do, it's very impressive. The slices are cheap, huge and packed with delicious, rich ingredients. My only issue is that not all of the pizzas are fresh out of the oven and as a result, can be a bit stale and lack lustre. But when you get a fresh one... woah, mamma! It also opens super late so great for a post-drink feast.

Paul C
Staff Writer

I went for lunch recently to NY Fold and got two slice deal which seemed like a good idea at the time. The pizza is nice and the flavour combos are good but i couldn't get on board with the thicker slice... there was too much dough and ultimately 2 slices was far too much - i need to learn to exercise portion control!

MooseInLondon
Tastemaker

Fantastic pizza! Came here with a merry group of three with big talk of devouring a whole 'Starry Hope' pizza. We left defeated, but was happy with that as it meant tasty leftovers! A copious amount of cheese, I would never say too much as there is no such a thing as too much cheese on a pizza. The meatballs were strategically placed to ensure not one slice went meatless. 


Agree with Ashleigh that you may want to stick to a more traditional cheese & pepperoni if eating on the go. If you are eating in though the sky is the limit. 


Also killer tune selection. Metallica followed by Avcii and then Backstreet Boys? Fantastic.  

Maggie W
Staff WriterStaff Comp

The pizza toppings were unique and the menu overall was fun and different for a pizza place. However, I would order an entire pie next time as my slices were cold. The service was also pretty crap, although the owner (I think - or some random who wasn't our waitress) came and checked up on us a few times which was considerate.

Danny H

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...

Laura H

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 

Staff Writer

Nice pizza. But that's it. It's JUST pizza. Pretty standard toppings for a New York style pizza it's cooked to perfection and is always hot. Service is good too, and it's not too busy. But I think Pizza has been done quite a few times now.

Scott
Staff Writer

Hefty slices, perfect for lunch. Thought I'd need something to chase it with but the Butcher Shoppe is a beast and fully stocked with every kind of meat.

Molesworth
Staff Writer

Becoming a regular lunchtime haunt for me. Giant slices & very generous toppings. Go for Butchers Shoppe or the Hot Italian if you like both meaty & spicy. Unlimited soft drinks on tap & 2 slices would fill aql but the most hungry up.

 Service can be slightly chaotic but pizza is great, give it a try.

Sheens86
Tastemaker

I went in to this pizzeria full of hope for an authentic, decent slice of NY/American pizza and I left somewhat disappointed but very full.


The slices are huge and for someone who can usually put away a lot of food, I struggled! I opted for a slice of the “Hot Italian” (naturally!) and “The Butcher Shoppe”, my friend went for the “The Fabio” which is an award winning pizza.

I had hoped for a thin crust pizza flopping under the weight of oozing cheese, sadly that was not the case as the base was quite thick BUT they were absolutely laden with toppings which was fantastic and incredibly tasty. If I were in the area again, perhaps for a show, I’d definitely take advantage of the 20% off for showing my ticket. Great place for a quick bite or if you’re stumbling home after a night out!

Dee
Tastemaker

I like the options of toppings, but the pizza base is too thick for my taste. The cheesecake is NY style but it would've been better if its base was graham crackers instead of a sponge cake. Quick lunch stop.

Stellaville
Tastemaker

I had briefly heard about this place as it had been reviewed recently on Timeout, though assumed it wouldn’t be an option for me due to being Coeliac. However upon a chance visit, I was pleasantly surprised to find out they did Gluten free bases (gf), though for some reason this isn’t stated on their menus. Therefore, if anyone has any concerns I would suggest you just check what they do to avoid cross contamination. I myself however didn’t get sick.

Upon entering the restaurant, my partner and I were greeted by a friendly waitress as well as a selection of giant pizzas (and I mean giant) to our left. We were then seated towards the back (away from the pollution and tourists crowds of Leicester Square) and handed the menus.

Once I had confirmed the bases and majority of toppings were okay, we were able to order. I chose ’Juliet’ which consisted of balsamic vinegar, figs, Prosciutto and blue cheese which amazingly worked well together.As the gf bases are smaller than the normal ones, I was only charged for a slice-which was still too much for me to eat in one sitting and the staff were happy to bring me a box to take out the remainder).

To sum up, NY fold was well worth the visit; good value pizza with great toppings and service with a smile. 4/5

Benjamin M

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. 

Hong-Anh
Tastemaker

Why aren't pizza slices more of A Thing in London? There are a couple of places that have sprung up in recent years (Voodoo Ray's in Dalston and Shoreditch; Homeslice in Covent Garden and Fitzrovia) but it's not taken the city by storm yet. All three of these slice places have their own particular style of pizza: where Voodoo Ray's caters to the late-night, post-club and pub crowd with their lip-smacking slices; Homeslice takes a more traditional Italian route with super thin and flavoursome bases with minimal toppings. NY Fold lives up to its name and takes more of a New York approach with thicker crispy bases and the kind of toppings that are deliciously messy. Maybe NY Fold are still finding their feet service-wise as they've only just opened, or perhaps I visited at a busy time but the service wasn't as quick as you would expect from a slice joint but don't let that put you off, the pizza is well worth the visit.

Sonny C
Tastemaker

I am still officially in mourning that the marvellous Malletti Pizza has disappeared from Noel St & thought I 'd never eat sliced pizza again.. However thanks to a great Timeout offer I had a voucher to try 3 slices pizza & a drink at this new NY style restaurant. The slices are enormous- I could only manage a slice & half but delicious. The toppings are plentiful & tasty. My standout slice was Grandma's Pie- delicious & the crunch in the base was perfection. I now have a new joint to pop in to for a cheap & tasty lunch when I'm in town. Bonus points for really friendly & helpful staff too.

Cookie Monster
moderatorStaff WriterTastemaker

Now that's what I call Pizza!!! Really tasty, large slices of Butcher Shoppe meatiness - yum :)

GP
Staff Writertastemaker

The only thing that let this place down for me was the price. £4+ for a slice, whcih although is filling on a hungry (or lets face it hungover day) you might want a second slice. They do offer a deal- two slices and unlimited pop for £9.50, to be honest you might be better saving yourself for a hungry day and resigning yourself to a tenner lunch day!

Great addition to the area, considering its sandwiched between one of the worst of the Weatherspoons branches and a cafe that seems to have had the same display pizza in the window since the 90s its hugely refreshing to see that strip of road getting a indie pizza place with a big selling point- NY style.


I had the 'butcher shoppe' which was  a meat-feast style and it was delicious, crispy dough, perfectly balanced toppings (lots of them).

Couple of kooky combos on the menu but I'm going to get experimental next time I visit as I trust these guys!

Eneko
Staff Writer

Not bad at all. I was very surprised about it. Went last Friday for lunch. I wasn't really sure if the two slices I had gone for were going to be enough as I tend to eat a lot. But hey, that was just the perfect amount, for less than 7 quid. I have to highlight the cheese. It was just perfect. And pizzas overall had a nice amount of toppings on them. It will be my place to go every time I feel like having pizza on an office day.

Paul Harman

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.

Anthony H
Staff Writer

Work nearby, so visited at lunch. The hot sandwich I had was great...service was painfully slow (25 mins wait) even though they had numerous staff seemingly doing very little. I put it down to teething problems as it had just opened. Food was great though so will definitley try it again.

Ros A
Tastemaker

Checked this place out last week. Nice vibe, free refills if you sit in and buy a drink (you can eat in or takeaway). You order pizza by the slice and it's BIG. Two slices is enough for anyone. I had the plain margherita and then some other meaty ensemble (I forget the name) but both were a-ok. I won't go so far as to say it's the best pizza I've ever had - but it filled a gap and it was decent. Don't order the chicken caesar salad - it's rubbish - just a pile of chopped chicken and lettuce. But then, you shouldn't be ordering a salad in a pizza joint, really.

Richard G

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.

Wally

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.

Carmen
Staff Writer

I tried this new place across my office today and was not disappointed! the menu offers a selection of pizza, focaccia and salads. You can take a pizza on the go (slice or 16/20 inches pizza) or eat on premises. the place is nice and airy. like the yellow/black colours which reminds of a NY taxi car! I tried a slice of pepperoni to take away and it was delicious, it is all about the pizza base! (crusty and light) I definitely recommend a stop at this new Soho' Italian deli spot!

dnwilliams

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.

James B

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....

Wow...!!!!!!!

Kids had pizza and loved them...

This place is truly unique....

Hope the owners are successful and venture out...

Well done NY Fold........

Tamsin V
Staff Comp

Good menu of Italian Pastas and Pizzas by the slice. They also stock local craft beer which is a huge plus.

Dylan

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.