SAID Dal 1923 — Soho, London

Who doesn’t love the idea of indulging in a hot drink by a real log fire? No-one is the answer. Head over to SAID for an enriching experience surrounded by chocolate lovers and cosy interiors. The Italian chocolatier has opened its first branch outside of Rome right in the middle of Soho. 

Log Fire

After much hype I went along to see if it really is as good as it looks. The milk hot chocolate is certainly indulgent but I have to say it’s not the best I’ve had, despite its appearance. I usually go for dark chocolate but my friend wanted milk chocolate and we both thought it was too sweet. We ordered a medium but a small would have been enough as it’s very thick. The signature look of SAID is the chocolate pouring over the side of your drink — one we didn’t get…ooops.

Hot Chocolate

We ordered a salted caramel tart to go with our hot chocolate. It was the wrong choice. It looked so good but had too much sickly sweet caramel which was too gooey for my liking.

Salted Caramel Tart

I also had an affogato (vanilla ice cream drowned in an espresso) purely because I hardly ever see it on any menu. But this has an added twist of….yes you guessed it — chocolate! There’s a reason why chocolate isn’t in affogatos usually. It didn’t add much to it and was a bit unnecessary.


SAID also sells a number of chocolates and pastries to take away. To conclude, Said wasn’t as fantastic as I was expecting it to be but I would go back for that log fire and to try the mocha which I found out after ordering — is their most popular drink!!

Chocolates at Said
Address: 41 Broadwick Street, W1F 9QL. Nearest Station: Oxford Circus
Cost: ££ 

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