Britain’s youngest proprietor of a pie and mash shop is a Gen Z entrepreneur who is ushering in a new era for the centuries-old cockney culture, but with a modern twist.
Alfie Hak, aged 28, has infused his own creativity into the traditional cuisine by leveraging social media and making slight culinary adjustments as he continues the legacy of his family’s business. As the fourth generation to manage Noted Eel and Pie House in East London, a dining establishment established in 1926, Alfie has taken steps to modernize the shop after witnessing the decline of similar old-school eateries.
Growing up immersed in the culinary world of his father, grandfather, and great-grandfather, Alfie has steered the shop towards contemporary trends by introducing a TikTok account named That Pie Guy to showcase his offerings. The viral success of his videos, amassing millions of likes, coupled with an expanded menu, has resulted in a surge in sales, with over 1,000 pies sold on busy days.
Pie and mash, a historic staple in London originating from the 19th Century, has traditionally featured minced beef pies paired with mashed potatoes, topped with a parsley sauce known as “liquor,” and served with chili vinegar, often accompanied by stewed or jellied eels. Despite the closure of numerous shops in the capital due to dwindling business, Alfie has navigated the challenge of blending tradition with modernity by diversifying the menu to cater to a wider range of tastes.
Operating from Leytonstone in East London, Noted Eel and Pie House now offers vegan pies made with soya mince, along with gravy and homemade apple crumble, alongside the classic menu items. Alfie’s strategy of incorporating vegan options has been well-received, with the shop attracting a diverse clientele. Additionally, his active presence on social media platforms like Instagram and TikTok has garnered a substantial following, highlighting the importance of online engagement in sustaining traditional businesses.
Alfie, who took over the family business last year, is determined to preserve the heritage of pie and mash by exploring new avenues, including potential expansion to international markets. With a deep-rooted passion for the culinary tradition, Alfie remains committed to upholding the essence of pie and mash while embracing innovation to ensure its longevity.
Supporting the initiative to secure protected status for pie and mash, Alfie joins the campaign led by Richard Holden, aiming to safeguard traditional recipes and methods, distinguishing authentic establishments from conventional fast food outlets. By championing the cultural significance of pie and mash, Alfie endeavors to ensure that this cherished cuisine endures for generations to come.
