Florentine Delights Unveil New Soho Headquarters: London Welcomes Ancient Vinaio’s Latest Location

All’Antico Vinaio Brings Florentine flavor to London

September 3, 2025

London, United Kingdom – All’Antico Vinaio, the celebrated Italian sandwich establishment originating in Florence, has officially opened its doors in the heart of London’s vibrant Soho district. The new location, situated at 61 Old Compton Street, represents a important milestone in the company’s aggressive international expansion plans.

The grand opening,scheduled for september 20th at 11:00 AM,promises a festive atmosphere,with the first 500 customers in line receiving a complimentary drink. The establishment will operate daily from 10:00 AM to 10:00 PM, serving both the brand’s signature sandwiches and unique creations tailored specifically for the London market.

A Global Expansion Rooted in Tradition

Founded in 1991 by Tommaso Mazzanti as a modest 20-square-meter shop in Florence, All’Antico Vinaio has rapidly evolved into a global culinary phenomenon. Today, the company boasts a workforce of over 700 employees and a growing network of locations spanning Italy, the United States, the Arab Emirates, and now the United Kingdom.

“I am deeply honored to introduce All’Antico Vinaio to London, a city that stands as one of the world’s most important cultural and gastronomic hubs,” stated Mazzanti.”This expansion represents a pivotal moment for our international growth, and we aspire to replicate the success we’ve experienced in the United States.”

The London launch is not a singular event but rather the commencement of a broader strategic initiative within the United Kingdom,with approximately ten additional openings planned by the end of 2025. The company anticipates reaching a turnover of nearly 100 million euros this year, fueled by its continued expansion and unwavering popularity.

Key Facts About All’Antico Vinaio’s Expansion

Metric	details
Year Founded	1991
Founder	Tommaso Mazzanti
Current Employees	Over 700
Countries Operating In	Italy, United States, Arab Emirates, United Kingdom (and more)
Projected 2025 Turnover	Approximately €100 million

Did You Know? All’Antico Vinaio’s success is partly attributed to its use of fresh, locally sourced ingredients and its customizable sandwich options, allowing customers to create their perfect meal.

The expansion into the United Kingdom signifies a continued trend of European food businesses successfully establishing a presence in major global cities. According to a recent report by Mintel, the UK food service market is projected to reach £90 billion by 2026, creating exciting opportunities for international brands.

Pro Tip: Arrive early to the London opening to increase your chances of securing a free drink and experiencing the All’Antico Vinaio sandwiches firsthand.

The Rise of Fast-Casual Dining

All’Antico Vinaio’s success story underscores the growing popularity of the fast-casual dining segment. Consumers are increasingly seeking high-quality, customizable meals at affordable prices, and businesses that can deliver on these expectations are thriving. This trend is especially prominent in urban areas with a diverse and demanding customer base.

the company’s ability to maintain its core values – quality ingredients, authentic recipes, and a commitment to customer satisfaction – while scaling internationally is a key factor in its ongoing success. As All’Antico vinaio continues to expand, it will be engaging to observe how it adapts to different culinary landscapes and maintains its distinctive brand identity.

Frequently Asked Questions About All’Antico Vinaio

• What is All’Antico Vinaio known for? All’Antico Vinaio is famous for its appetizing, customizable Florentine sandwiches made with fresh, high-quality ingredients.
• Where is the new All’Antico Vinaio location in London? The new location is at 61 Old Compton Street,Soho,London.
• When does the London location open? The grand opening is on September 20th at 11:00 AM.
• What can customers expect at the London location? Customers can enjoy All’Antico Vinaio’s classic sandwiches alongside exclusive specialties created for the London market.
• Is All’Antico Vinaio expanding to other cities in the UK? Yes, the company plans to open ten additional locations in the United Kingdom by the end of 2025.
• What is the company’s projected turnover for 2025? All’Antico vinaio aims to reach a turnover of approximately €100 million this year.
• What makes All’Antico Vinaio unique? The combination of traditional Florentine recipes, customizable options, and a commitment to fresh, local ingredients sets All’Antico Vinaio apart.

What are your thoughts on the international expansion of All’Antico Vinaio? Do you think the brand will find similar success in London as it has in other global cities?

Share this article and let us know your opinions in the comments below!

What factors contributed too Vinaio’s rapid growth from a small Florentine stall to a global phenomenon?

A Taste of Florence Lands in the Heart of London

London’s vibrant Soho district has a new culinary landmark: Vinaio, the renowned Florentine sandwich shop, has officially opened its doors. This marks the latest expansion for the Italian street food sensation, bringing authentic schiacciata and Tuscan flavors to a new international audience. The new location at 18 lexington Street promises to deliver the same high-quality ingredients and bustling atmosphere that have made Vinaio a Florence staple. Expect queues – they’re part of the experience!

The Vinaio Story: From Florentine Stall to Global phenomenon

Vinaio’s journey began in 2005 in Florence, Italy, with a simple mission: to create remarkable sandwiches using fresh, locally sourced ingredients. Founded by the brothers Tommaso, andrea, and Chiaro palmieri, the initial stall quickly gained a loyal following.

Early Days: Starting with a small investment and a focus on quality, Vinaio differentiated itself through generous portions and innovative flavor combinations.

Rapid Growth: word-of-mouth and positive reviews fueled rapid expansion, leading to multiple locations across Florence.

international expansion: London represents a notable step in Vinaio’s international growth, following successful ventures in New York City. This expansion demonstrates the global appeal of authentic Italian street food.

What to Expect at the Soho Location: Menu Highlights & Atmosphere

The Soho branch mirrors the energy and style of its Florentine counterparts. The focus remains firmly on the schiacciata – a traditional Tuscan flatbread – filled with a diverse range of ingredients.

Signature Sandwiches: Popular choices include “La Favolosa” (speck, truffle cream, pecorino cheese) and “L’Inferno” (spicy salami, marinated artichokes, pecorino cheese).

Vegetarian Options: Vinaio caters to all tastes with a selection of vegetarian sandwiches featuring roasted vegetables, creamy cheeses, and flavorful spreads.

Fresh Ingredients: The commitment to quality remains paramount. Ingredients are sourced daily to ensure maximum freshness and flavor.

Fast-Paced Service: Be prepared for a lively, efficient service style. Vinaio is known for its rapid turnaround, even during peak hours.

The Impact on London’s Food Scene: A New Era of Sandwich Culture?

Vinaio’s arrival is already generating buzz within London’s competitive food scene.The brand’s emphasis on quality, affordability, and authentic Italian flavors sets it apart.

Competition: Vinaio enters a market already populated by established sandwich shops and delis. Though, its unique offering and strong brand identity position it for success.

Trendsetting: The popularity of Vinaio coudl inspire other food businesses to prioritize fresh ingredients and innovative flavor combinations.

Soho’s Appeal: Soho’s reputation as a culinary hotspot makes it an ideal location for Vinaio, attracting both locals and tourists. The area is known for its diverse food and beverage options.

Beyond the Sandwich: Vinaio’s Business model & Future Plans

Vinaio’s success isn’t solely based on its appetizing sandwiches. A clever business model and strategic marketing have played a crucial role.

Social Media Presence: Vinaio leverages social media platforms like Instagram to engage with customers and showcase its offerings. User-generated content and visually appealing photos contribute to its online popularity.

Affordable Luxury: The sandwiches are priced competitively, making them accessible to a wide range of customers while still delivering a premium experience.

Expansion Strategy: the London opening signals a continued commitment to international expansion. Further locations in other major cities are likely to follow. Potential future markets include Paris, Berlin, and other European capitals.

Brand Loyalty: Vinaio has cultivated a strong sense of brand loyalty among its customers, who appreciate the quality, value, and authentic italian experience.

Practical Tips for Visiting Vinaio Soho

expect a Queue: Especially during peak hours (lunch and dinner), be prepared to wait in line.

Check the Menu Online: Familiarize yourself with the menu beforehand to speed up the ordering process. The official Vinaio website and social media channels provide up-to-date information.

Consider Takeaway: While there is limited seating, Vinaio is ideally suited for takeaway.

explore Soho: Combine your Vinaio visit with a stroll through the vibrant streets of Soho, exploring its shops, bars, and theaters.

* Payment Options: Vinaio accepts both card and cash payments.

real-World Example: The New York experience

Vinaio’s success in New York City provides a valuable case study for its London