The World's Best Sandwich, Now in London: A £15 Bite That Has Everyone Talking
All'Antico Vinaio, hailed by fans as the 'best sandwich in the world,' has opened a new branch in Soho, London. The Florence-born chain—founded in 1991 under the Palazzo Vecchio—promises the same wafer-thin schiacciata that drew crowds for decades. In London, prices kick off at £9.90 for simpler fillings and climb to around £14.90 for the heartier Tommy, with some ingredients imported directly from Florence to preserve authentic flavors. To sweeten the moment, the brand offered a free sandwich for the first 500 in line, a promise that sent queues spiraling through central London.
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From Florence to Soho: The Legend of the Schiacciata
The first All'Antico Vinaio shop grew under Florence's medieval city walls and became famous for schiacciata, a Florentine flatbread thinner than focaccia. Since 1991, the brand has spread to the United States and the United Arab Emirates, but the London branch is framed as a return to its roots. The London menu features classics such as 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).
A London‑Exclusive and the Price Ladder
The London outpost introduces a new signature called London, with porchetta, caramelised onion, potato cream and mature cheddar. Prices in London range from £9.90 for Emiliana (mortadella and stracciatella) up to £14.90 for Tommy (prosciutto crudo di Parma, stracciatella, truffle cream and spicy aubergines). Many fillings are imported from Italy to preserve authentic flavors. Tommaso Mazzanti, hailed as one of Italy's top young restaurateurs, said: 'I’m truly honoured to open our first location in the UK, especially in such an important city like London. 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.'
Queues, TikTok, and Mixed Reactions
The opening drew hundreds, queuing for hours for a first bite of the 'world's most popular sandwich,' buoyed by the promise of a free sandwich for the first 500 guests. TikTok helped amplify the moment: Eating With Tod (Toby Inskip) posted clips showing lines snaking down Old Compton Street and Wardour Street, with one caption calling London streets 'like Florence' for the day. Fans celebrated with posts like 'Literally the best sandwich ever,' while some warned that a long wait might not be worth a sandwich finished in minutes. The debate reflects a city torn between hype and practicality.
