Doughnation Pizza: Thin Crusts, Big Personality, and a Cause to Believe In
- James Massoud
- Jul 28
- 3 min read
A potato pizza in Covent Garden? Bold. But at Doughnation, boldness is the point. This independent pizzeria, tucked into the ground floor of the elegant 3 Henrietta Street townhouse, is flipping the script on London’s pizza game — one stretched-dough slice at a time.
Open since May 2024, Doughnation might seem, at first glance, like another fun, fast casual concept in a city already dripping in sourdough bases and wood-fired crusts. But spend an hour here — ideally on the sun-trap terrace with a Botanista Spritz in hand — and you’ll realise it’s more than that. It’s playful but precise. Quirky but deeply considered. And every slice comes with a social conscience baked in.
Not Just Another Pizza Parlour
Let’s start with the setting. Doughnation occupies a corner of the strikingly restored 3 Henrietta Street building — a Grade II-listed Georgian beauty that now houses four distinct food and drink destinations. Each has its own identity, and Doughnation stands apart. It’s not an offshoot of Pivot or El Ta’koy (its neighbours in the same building), but a concept developed with the help of TGP International and Game Changers — hospitality incubators with a track record of building next-gen restaurant brands.
That independence shows. Doughnation isn’t trying to be Italian. It’s not about Neapolitan strictness or New York swagger. Instead, it’s lean, London, and all about letting the ingredients do the talking.
The Signature Stretch
At the core is the dough — hand-stretched, perfectly blistered, thin but with just enough chew. It’s a crisp canvas for toppings that are anything but ordinary.
Yes, there’s a Margherita, and yes, there’s Pepperoni. But then there’s the Truffled Mushroom Ragout, built on a base of truffle cream, flecked with roasted mushrooms, hazelnuts, and mozzarella. Or the Three Prawn Deluxe, which fuses king prawns, tiger prawns and English shrimp with chilli for a hit of fire and sea.
And the one that stays with you? The Potato Pizza — wafer-thin slices of spud, fontina cheese, thyme salt. Crisp, rich, savoury. A slice that rewrites what you think pizza can be. It's not for everyone. But that’s the point.
Pizza That Gives Back
Here’s the twist: Doughnation doesn’t just talk the talk on purpose-driven hospitality. A portion of every pizza sold supports causes in the UK and Africa; from women-led agricultural initiatives to youth education schemes.
They call it a “360° Inclusive Sustainability” model. You won’t see it plastered on walls or menus, but it’s there and it subtly reframes the experience. You’re not just buying lunch. You’re buying into something.
Why It Works in Central London
Covent Garden has long been a playground for theatre-goers and tourists, but Doughnation feels like a local’s secret. It's priced sensibly (pizzas start at £12), service is friendly without the hard sell, and it hits that sweet spot between quick bite and proper sit-down.
More importantly, it gives central London something it often lacks: a sense of originality. Doughnation isn’t following a script. It’s writing its own, one crust at a time.
Doughnation is lighthearted, but it’s not throwaway. It knows its dough, knows its audience, and knows how to stand out without screaming.
In a city where pizza is everywhere, this place still manages to surprise. And if you leave with truffle oil on your fingers and a little bit of purpose in your step, all the better.
