Crisp SW6: The best pizza in London
#pizza #onebiteeveryoneknowstherules #hammersmith #londoneats
Thank you to everyone who has subscribed to my substack over the weekend - it means so much! Here's what you can expect: each month, I'll delve into an in-depth piece, analysing the wellness industry through the lens of marketing (or vice versa). But the journey doesn't stop there. In the weeks between, I'll share palate-pleasing recipes and honest restaurant reviews, snippets of which you might have caught on my Instagram page.
So let’s start with my first London restaurant review….
Hidden away in the unsuspecting Chancellor's pub in Hammersmith, Crisp SW6 is rapidly becoming the pizza mecca of London, endorsed by critics from the Evening Standard and Infatuation.
Being a native New Yorker, my relationship with pizza is more than just casual. The UK's rendition of pizza—slightly European in feel, replete with Neapolitan charm—is pleasant, though far from the 18-inch crispy dream found at every corner of NYC. So, naturally, when Crisp SW6 claimed to serve the crispiest pizza in London, Mark and I ran (figuratively, of course).
Imagine the allure of this place; I had already made our next reservation before we'd devoured our first 12-inch indulgence. Now, that's compelling!
The Atmosphere
The Chancellor's pub is unassuming, yet, it harbours the treasure that is Crisp SW6. The pub’s only culinary offering is pizza—no traditional pub food here. Each day, a limited quantity of pizza dough is up for grabs, booked mainly online. There's a small reserve for walk-ins, but they typically run out within the first hour. Whether you fancy eating in or taking away, it's your call.
The pub also serves attractively priced drinks. Our G+T and pint of beer totalled around £11—an absolute steal in London, complemented by a bartender with a rather liberal hand at pouring wine (just how I like it…).
Do bear in mind though, seating at the Chancellor's is a bit of a hot commodity. A scattering of tables out front, a small side courtyard, and a few odd spots inside the pub might sound sufficient. However, when London weather decides to pour (a theme to the summer), it's akin to a big game of musical chairs. So, a heads-up: be ready to embrace a bit of standing-room-only camaraderie while your pizza is in the making
The Pizza
The Crisp SW6 lives up to its name. Firm, yet tantalisingly crispy, it straddles the fine line between New York and Neapolitan styles. You're presented with a choice of five flavours, one of which rotates frequently as their specialty offering.
We sampled the cheese and the funghi, both of which were divine. You can select between a 12" or a 16" pie. Personally, I think the 12” is quite generous, but Mark opts for the 16” because pizza is for the heart, not the stomach. The blend of mozzarella and parmesan strikes the right balance, plus, they include the whole basil which get perfectly crispy in the oven.
The Verdict
Does Crisp SW6 live up to its buzz? You bet! With mouth-watering pizza that won't break the bank, it's a must-visit for any food enthusiast. It’s the perfect combination of the ‘hole in the wall’ casual food with the superior quality and taste of any London restaurant.
Mark and I have made a beeline for it three times this summer, and we're already planning our next pizza outing. But be warned - snagging an online reservation feels like hitting a jackpot, given how quickly they're snapped up! You can book via the link in their bio on their instagram page or call or text 07515930582.
Just a quick heads-up: when you book online or text your order, they'll give you a time. Now, don't get too excited thinking that's when your pizza will arrive, hot and ready. Nope, that's your 'hello, I'm here' check-in time. Depending on how busy it is, you might find yourself in a 30-40 minute wait. Cue the cheap drinks…
I recommend getting your pizza as a takeaway, lounging on the edge of the Thames with a bottle of Prosecco, and admiring the charming view of the Hammersmith Bridge. It's a perfect date night! However, if you're in a larger group, make sure to reserve multiple pizzas and get there early, as seating can be limited in the pub itself.
Once you've had your fill of pizza, wander beneath the Hammersmith bridge and lose yourself in the lively pub scene. Let's be honest, the Chancellor's is a decent place for a drink or two, but the pizza is the real star of the show. If you're thinking of dropping by just for a drink, you might feel a tad underwhelmed. However, for a pizza-and-drinks combo, it's an absolute no-brainer – totally worth the trip.
My overall rating stands at a solid 8.8/10, docking a few points for the slightly challenging booking process.
So, Crisp SW6 is definitely worth it and has my New Yorker stamp of approval!
A quick note on the intersection of marketing and the food business: Crisp SW6's decision to limit their daily dough may appear as an inconvenience, but it's strategic. By generating an aura of exclusivity, they keep the hype alive, fostering a sense of anticipation and urgency around their product. However, it's crucial to remember that exclusivity only works when your offering is genuinely coveted, and let me assure you, Crisp SW6's pizza is worth every bit of the hype.
So, hats off to Crisp SW6 for delivering not just incredible pizza, but also a masterclass in clever brand building and word-of-mouth marketing through product exclusivity and virality.