COMING SOON...
Hoax
/həʊks/
Noun: a humorous or malicious deception.
Verb: trick or deceive (someone).
The word hoax — along with “hokum,” “hanky-panky,” and “hokey pokey” — likely derives from the word hocus, which itself originates from the magical incantation “hocus pocus.”
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Inspired by the roots, improved over years,
Steeped in our laughter, stirred with our tears.
A bundle of legacy, time-worn and true,
Blended with love in a warm, golden hue.
A few tablespoons of heart from the past,
Stir slow and steady, not too fast.
Then comes the spark — a whisper, a gust —
A pinch of pure, old magic dust.
Speak these words with hands held high,
Let ancient dreams again reply.
For what is made with love and trust,
Will never break, nor fade to rust.
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Born from Italian roots and East London energy, hoax is where tradition meets a touch of mischief. Our kitchen brings together time-honoured recipes and modern creativity — the kind of Italian cooking that feels both familiar and fresh. Expect bold flavours, seasonal ingredients, and a menu that celebrates simplicity done beautifully.
Whether it’s a date night, family gathering, or dinner with friends, hoax is made for moments worth sharing. Our bar stirs up cocktails with craft and confidence, inspired by Italian classics and London’s playful edge.
There’s a little magic in everything we do — the love and contemporary creativity we sprinkle over every plate, every pour, every detail.
Dog-friendly, neighbour-loved, and powered by passion — hoax is a place to eat well, drink better, and stay a little longer.
See you soon!
Follow us on Instagram for updates, events, and a few secrets — @hoax_london!