The independent East London restaurant is building its offering around handcrafted Neapolitan pizza, Italian ingredients and a growing programme of food and creative experiences.

ALFI, an independent Italian restaurant based in the heart of Spitalfields Market, is building its offering around handcrafted Neapolitan pizza, Italian hospitality and a growing programme of hands-on experiences.

The restaurant’s approach centres on its pizza dough, which is made using a 36-hour cold fermentation process and 80% hydration before being baked in a traditional Italian pizza oven.

Alongside its pizza menu, ALFI offers fresh pasta, Italian dishes, organic and naturally made wines, seasonal cocktails and a programme of workshops and events.

Putting the Dough First

For ALFI’s co-founders Ben and Alex, the dough is central to the restaurant’s approach.

The restaurant says its long fermentation process is designed to create a light and airy crust while allowing the flavour of the dough to develop.

Rather than relying on heavily loaded toppings, ALFI says its pizzas are designed to allow the dough and ingredients to take centre stage.

“We didn’t open ALFI to chase trends. We wanted to create the kind of place we’d choose ourselves – a welcoming neighbourhood restaurant where exceptional food, great wine and genuine hospitality come first.”

The founders say the process is about giving the dough the time it needs to naturally ferment and creating pizza that is both flavourful and lighter in texture.

An Independent Business in Spitalfields

Located within Spitalfields Market, ALFI combines its restaurant with a large covered outdoor terrace capable of accommodating 150 covers, alongside two private dining rooms and flexible event spaces.

The venue has been designed around a broader Italian dining experience, with guests able to enjoy pizza and pasta alongside wines, cocktails and other Italian dishes.

The restaurant also incorporates pool and table tennis, while its terrace provides additional space for larger gatherings and events.

For ALFI, the aim is to create a venue where customers can visit for everything from a quick lunch to a longer dinner, celebration or group gathering.

More Than Just Pizza

Although pizza is central to the business, ALFI has developed a wider programme around food, drink and creative experiences.

Its regular programme includes pasta-making classes, Paint & Sip, Scented Candle Making, Cocktail Making Classes and Sip & Bouquet.

The pasta-making classes, in particular, give guests the opportunity to learn how to make fresh pasta by hand, while other workshops combine food and drink with creative activities.

The programme is part of a wider trend towards restaurants offering customers experiences alongside their food, rather than simply providing a meal.

For an independent hospitality business, this also gives ALFI additional ways to bring customers through the doors outside traditional dining occasions.

Creating Space for Events

ALFI’s physical space has also been developed with private and group events in mind.

The restaurant’s two private dining rooms, covered terrace and flexible event areas can be used for private dinners, corporate entertaining, celebrations and other gatherings.

This gives the business another revenue stream alongside its core restaurant operation, while allowing it to use the venue for different types of occasions throughout the week.

Its regular offers, including Spritz Tuesdays, Wine Wednesdays and Cocktail Fridays, are also designed to encourage customers to visit at different times.

Building a Broader Food Experience

For Ben and Alex, the restaurant is ultimately about creating somewhere that people want to spend time rather than simply serving pizza.

“We want every guest to leave feeling like they’ve experienced a little piece of Italy.”

That approach is reflected in the combination of food, drinks, workshops, events and hospitality that ALFI has developed at its Spitalfields site.

And with the restaurant continuing to build its programme of pasta classes and creative experiences alongside its Neapolitan pizza offering, ALFI is positioning itself as more than simply another pizza restaurant in London’s crowded food scene.