Ancient Vinaio Opens in London: A Celebrated and Interactive Inauguration

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Ancient Vinaio’s London Debut Draws Massive Crowds, Exceeds Expectations

September 26, 2025

Soho, London – The highly anticipated arrival of Ancient Vinaio has transformed a section of Old Compton Street into a bustling taste of Tuscany. The Italian sandwich maker opened its first United Kingdom location on September 26, 2025, and experienced immediate, overwhelming success.

Customers began queuing before the official ribbon-cutting ceremony, with lines stretching down the block. By 8:30 PM, the store had completely sold out of its signature sandwiches, serving over one thousand customers throughout the day.

A Testament to Italian Culinary Appeal

Tommaso Mazzanti, the driving force behind the international chain, expressed his gratitude and astonishment on social media. “Mamma mia London.I’m speechless,” he stated, adding that the keen reception was deeply moving and a proud moment for the brand, which now boasts nearly 50 locations.

This London launch represents a crucial step in Ancient Vinaio’s expansion beyond Italy and the United States. The company envisions replicating the success already achieved in other international markets. According to Statista, the UK street food market was valued at approximately £1.3 billion in 2024, signaling a receptive audience for authentic, high-quality offerings like Ancient Vinaio’s.

A Menu Bridging Tradition and Innovation

The London menu features established favorites such as “The Fabulous,” “The Boss’s Dunk,” and “Tuscany,” alongside new creations tailored for the British palate. These include “The Royal,” a sandwich featuring uncomfortable cheese, stracciatella, dried tomatoes, and grilled courgettes, and “London,” combining porchetta, seasoned cheddar, potato cream, and caramelized onion.

In a nod to british culinary traditions,Ancient Vinaio will also offer a “Sunday Roast” sandwich exclusively on Sundays,reinterpreting the classic dish with the brand’s signature quality ingredients. Daily operating hours are from 10 AM to 10 PM.

Sandwich	Key Ingredients
The Fabulous	Sbricaolona, Pecorino Cream, artichoke cream, Spicy Fried Eggplant
The Royal	Uncomfortable Cheese, Stracciatella, Dried Tomatoes, Grilled Courgettes
London	Porchetta, seasoned Cheddar, Potato Cream, Caramelized Onion

Continued Global Expansion

The London opening marks a significant milestone for Ancient Vinaio, which plans to open additional stores throughout the United Kingdom in the coming year. The company currently operates 48 locations across Italy,the United States,and the United Arab Emirates,and anticipates opening ten more by the end of 2025. Forecasts project an annual turnover approaching €100 million this year.

Did You Know? Ancient Vinaio was founded in 1991 in Florence by the Mazzanti family and was named the most reviewed place in the world on TripAdvisor in 2014.

Pro Tip: Arrive early! Given the immense popularity, expect queues, particularly during peak hours.

The Rise of International Street Food

The success of Ancient Vinaio in London reflects a broader trend of international street food gaining popularity worldwide. Consumers are increasingly seeking authentic,affordable,and diverse culinary experiences,driving the growth of brands that can deliver on those expectations. The global street food market is projected to reach $644.4 billion by 2032, growing at a CAGR of 5.8% from 2023 to 2032 according to Allied Market Research.

Frequently asked Questions about Ancient Vinaio

• What is Ancient Vinaio? Ancient Vinaio is an Italian sandwich maker known for its high-quality ingredients and unique flavor combinations.
• Where is the new Ancient Vinaio location in London? The new store is located at 61 Old Compton Street, Soho, london.
• What are the opening hours? Ancient Vinaio London is open daily from 10 AM to 10 PM.
• What makes Ancient Vinaio sandwiches special? They use fresh, high-quality ingredients and offer both classic and innovative sandwich combinations.
• Is Ancient Vinaio expanding internationally? Yes, Ancient Vinaio is actively expanding, with locations already in Italy, the US, the UAE, and now the UK.
• What is the Sunday Roast sandwich? It’s a special offering inspired by the British tradition of Sunday Roast, reinterpreted with Ancient Vinaio’s style.
• How much does a sandwich cost at Ancient Vinaio? Prices vary depending on the sandwich, but typically range from £8 to £12.

What are your thoughts on Ancient Vinaio’s expansion? share your experiences and opinions in the comments below!

What factors contributed to Ancient Vinaio’s rapid expansion from a single shop in Florence to multiple cities including London?

The Florentine Sensation Lands in Soho

Ancient Vinaio, the renowned Florentine sandwich shop, officially launched its first London location in Soho on September 26, 2025. The opening wasn’t just a business launch; it was a cultural event, drawing massive crowds and generating significant buzz across social media. Known for its overflowing schiacciata sandwiches and vibrant atmosphere, Ancient Vinaio’s arrival marks a significant addition to London’s diverse food scene. Expect long queues – but manny Londoners believe the panini are worth the wait.

A History of Deliciousness: Ancient Vinaio’s Rise

Founded in Florence in 2013 by the brothers Simone, Andrea, and Matteo Manzo, Ancient Vinaio quickly gained a cult following. What started as a small shop near the Uffizi Gallery has expanded to multiple locations in Florence, Rome, and Milan, and now, London. Their success stems from a commitment to fresh, high-quality ingredients, generous portions, and affordable prices. The brand’s popularity has been fueled by word-of-mouth and extensive social media presence, especially on platforms like Instagram and TikTok, showcasing their visually appealing and incredibly tasty sandwiches. Key to their appeal is the customizable nature of the schiacciata – allowing customers to build their perfect sandwich.

The London Launch: An Interactive Experience

The london opening was designed to be more than just a ribbon-cutting ceremony. Ancient Vinaio embraced an interactive approach, creating a lively and engaging experience for attendees.

* Queue Entertainment: Recognizing the inevitable queues, Ancient Vinaio employed street performers, DJs, and offered complimentary water to keep the energy high.

* Social Media Integration: A dedicated hashtag (#AncientVinaioLondon) encouraged attendees to share their experiences, creating a real-time stream of content and amplifying the launch’s reach.

* Meet the Founders: The Manzo brothers were present at the launch, interacting with customers and sharing their passion for their craft.

* Free Sandwiches (Limited Time): The first 100 customers received a complimentary sandwich, further incentivizing early attendance and generating excitement.

What to Expect on the Menu: Signature Schiacciata & More

Ancient Vinaio’s menu revolves around its signature schiacciata – a type of Tuscan flatbread. Customers can choose from a wide array of fillings, including:

* Classic Combinations: Popular options like the “La Favolosa” (speck, stracchino cheese, and truffle cream) and “L’Inferno” (spicy salami, spicy stracchino, and hot pepper jam) are staples.

* Vegetarian Options: A variety of vegetarian fillings are available, featuring fresh vegetables, cheeses, and flavorful spreads.

* Custom Creations: The ability to build your own schiacciata is a major draw, allowing for endless possibilities.

* Sides & Drinks: Alongside the sandwiches,Ancient Vinaio offers a selection of Italian beverages and small sides.

Expect prices to be in line with London’s sandwich market, offering excellent value for the quality and quantity of food. The focus remains on fresh, seasonal ingredients sourced whenever possible.

Location & Accessibility: Finding Ancient Vinaio in London

The London branch is strategically located in the heart of soho, at [Insert Actual Address Here]. This central location makes it easily accessible by public transport, with several tube stations (Piccadilly Circus, Leicester Square, Tottenham Court Road) within walking distance. The shop’s exterior is designed to reflect the brand’s vibrant and energetic aesthetic, making it easily identifiable.

The Impact on London’s Food Scene

Ancient Vinaio’s arrival is expected to have a positive impact on London’s food scene. It introduces a unique and authentic Italian offering, catering to a growing demand for high-quality, affordable food. the brand’s emphasis on fresh ingredients and customizable options aligns with current consumer trends. Moreover, the launch has generated significant media attention, putting London further on the map as a global culinary destination. Competition within the London panini and sandwich market is expected to increase, potentially driving innovation and quality improvements across the board.

Benefits of Visiting Ancient Vinaio London

* Authentic Italian Flavors: Experience the true taste of Florence in the heart of London.

* Fresh, High-Quality Ingredients: Enjoy sandwiches made with the finest seasonal produce.

* Customizable Options: Create your perfect schiacciata with a wide range of fillings.

* Affordable Prices: Get a satisfying and delicious meal without breaking the bank.

* Vibrant Atmosphere: Immerse yourself in the energetic and lively ambiance.