Written by Martin Seymour | Editor, The Mayfair Foodie | About Me
Who does not like pizza? It is one of the world’s great culinary unifiers. But before we get to the brilliant Crust Bros in Waterloo, a little history — because understanding where pizza comes from makes eating a great one all the more satisfying.
Pizza as we know it was born on the streets of Naples in the 18th and 19th centuries. Flatbreads with toppings had existed across the Mediterranean for centuries — the ancient Greeks and Romans were doing something similar — but it was the Neapolitans who added tomato sauce after tomatoes arrived in Europe from the Americas in the 16th century. Early pizza was street food for the poor: cheap, quick, and sold by vendors from little stands. Respectable Neapolitan society, it has to be said, looked down on it for a long time.
The dish gained its royal seal of approval in 1889, when pizzaiolo Raffaele Esposito created the Margherita for Queen Margherita of Savoy — using tomato, mozzarella and basil to represent the colours of the Italian flag. Pizza subsequently travelled to America with Italian immigrants in the late 19th century, and the rest, as they say, is history. Today, while America may have globalised pizza, the gold standard remains Neapolitan — and that is exactly what Crust Bros are serving.
About Crust Bros
With all the food delivery options and takeaways available today, it is genuinely refreshing to visit a restaurant that specialises in Neapolitan pizza — and does so with real craft and conviction. Crust Bros is that place. Famous for their signature leopard print crust, achieved by baking at 500 degrees in a wood-fired oven, their dough is made fresh on site daily and proved for 48–72 hours to create that classic airy, fluffy texture.
Crust Bros currently has three London branches — Waterloo, Covent Garden, and Earl’s Court. My review comes from the original Waterloo branch, the one that started it all. The brand was founded by Joe Moore, a Nottingham-born Economics graduate who spent time in various hospitality roles before joining the Ocado graduate scheme — which he then quit to go in search of the perfect pizza. A six-week tour of Italy gave him everything he needed, and in 2014, he began selling pizzas at street food markets across London, including Last Days of Shoreditch and Street Feast. The first bricks and mortar Crust Bros opened in Waterloo in 2017, and I for one am very pleased that it did.
Personalised Pizza — The Crust Bros Way
Pizza and which ones are the best is, of course, a deeply emotive subject. Unless you landed in from Mars yesterday (and if you did, thank you for taking the time to read this), you will have your own very firm opinion. We are spoilt for choice in London, with Neapolitan, New York and London-style pizzas available throughout London, and people do get protective of their pizza of choice. For me, I am simply happy to have the choice — though as a traditionalist, Neapolitan pizza will always bring back memories of travelling in Italy, the true home of pizza.
Crust Bros’ menu is built around the concept of fully customisable pizza — a genuinely exciting proposition for any pizza lover. You choose your sauce, protein, cheese and vegetables; the only non-negotiable is the leopard print dough base (though a gluten-free option is available). There is also a Faves selection on the menu for those who prefer to leave the decisions to the experts. Be warned: I counted five sauces, nine proteins, eight cheese options, and more vegetable combinations than I care to mention. You will need a moment.
The Starters
Before we get to the main event, let me talk starters. We shared two: a creamy burrata served with fresh basil and marinated tomatoes, and their signature mozzarella and tomato skewers. I must confess I have “borrowed” the skewer idea on more than one occasion as a canapé. Both starters were lovely, and as I always bang on about, with simple, no-frills dishes, the quality of the ingredients has to shine — and it did. A big thumbs up to Crust Bros for sourcing tomatoes that actually have flavour. You will be relieved to hear I am not launching into another rant about supermarket tomatoes.
The Pizzas
For our lunch, we both went the personalised route. I am not going to give you a full blow-by-blow account of every topping choice, but I will say that anchovies, sausage and artichokes were very much involved. My wife went the route of pepperoni & mushrooms. Needless to say, we both ended up with completely different pizzas — unlike the starters, there was no sharing. The verdict? Perfection. A top-class Neapolitan pizza, and something we both agreed on without hesitation. The leopard print crust — that hallmark of authentic, properly made wood-fired Neapolitan pizza — was everything it should be.
Specials and Collaborations
Crust Bros are well known for their specials and creative collaborations with other restaurants and chefs, which keep the menu feeling fresh and exciting on every visit. When we visited in March 2026, the special was a collaboration with Richard Corrigan’s modern Irish restaurant and bar, Daffodil Mulligan. The result was a Guinness Rarebit and Sugar Pit Cured Bacon Pizza — made with Crust Bros’ freshly prepared dough, a rich Guinness Rarebit base, sugar pit cured bacon from celebrated Irish butcher Peter Hannan (supplier to Fortnum & Mason), spring onions, chives, a drizzle of Guinness BBQ sauce, and shaved Coolea cheese. For every pizza sold, £1 is donated to the Irish Youth Foundation, of which Richard Corrigan is a Patron.
I was sorely tempted, but found myself going personalised at the last minute.
Location — Perfect for the South Bank
The Waterloo branch is ideally placed for anyone spending time on the South Bank — whether you are visiting the Tate Modern, catching a show at the National Theatre, or simply enjoying a walk along the river. It makes for a brilliant pre- or post-theatre option, with Waterloo station just moments away if you are travelling in from elsewhere in London. For the best customisable pizza near Waterloo station, or indeed wood-fired pizza anywhere in South London, Crust Bros is your answer.
Conclusion
Crust Bros are not just popular — they are award-winning. They are two-time winners of the National Pizza Awards, and have also taken gold at the Salvo 1968 European Pizza Competition and the Pizza and Pasta Association Awards. Their Executive Chef, Davide Parato, holds the title of National Pizza Awards Pizza Chef of the Year. For Joe Moore — the Nottingham lad who quit his graduate scheme to chase the perfect pizza around Italy — these awards represent the ultimate vindication of that leap of faith. Well, dear reader, on the strength of our visit, they are thoroughly deserved.
If you are looking for the best Neapolitan pizza in London, do yourself a favour and get to Crust Bros.
Where to Find Crust Bros
Waterloo: 113 Waterloo Road, London SE1 8UL
Covent Garden: 29 Bedford Street, London WC2E 8JF
Earl’s Court: 14 Lillie Road, London SW6 1TT
Website: crustbros.co.uk
Opening Hours: Monday–Tuesday 11:45am–10:30pm | Wednesday–Saturday 11:45am–11:00 pm | Sunday 11:45 am–10:00pm
