Britain's Youngest Pie and Mash Shop Owner Revitalizes Century-Old London Tradition
Britain's youngest pie and mash shop owner is on a determined mission to bring this classic Cockney cuisine into the modern era. Alfie Hak, aged 28, represents the fourth generation of his family to operate the Noted Eel and Pie House in East London, a business that originally opened its doors back in 1926.
Blending Family Heritage with Contemporary Innovation
Alfie Hak grew up immersed in the world of pie and mash, assisting his father in the shop from the tender age of ten. He developed a deep passion for the food that sustained generations of Londoners, particularly working-class dockers during the Dickensian 19th Century. The traditional meal consists of minced beef pies served with mashed potato, topped with parsley sauce known as 'liquor' and chilli vinegar, often accompanied by stewed or jellied eels.
However, Alfie has witnessed firsthand the decline of these traditional establishments in recent years as they struggled to adapt to changing consumer preferences and modern dining trends. Recognizing this challenge, he has implemented a dual strategy of digital engagement and menu expansion to ensure his family's business not only survives but thrives.
Social Media Success and Menu Modernization
Alfie's innovative approach began with creating a TikTok account under the moniker That Pie Guy, which has since amassed millions of likes and over 165,000 followers across Instagram and TikTok. His most popular video has been viewed more than 8.6 million times, showcasing the daily operations of the shop and demonstrating how everything is prepared from scratch each morning.
"One of the biggest factors in shop closures has been the lack of online presence," Alfie explains. "I'm trying to bring the business into modern times. None of the shops that have closed were doing anything online."
Complementing his digital strategy, Alfie has expanded the traditionally simple menu to attract a broader customer base. The Noted Eel and Pie House, now located in Leytonstone, East London, now offers vegan pies prepared with soya mince alongside traditional options. Additional modern touches include offering gravy and homemade apple crumble.
"We started doing a vegan pie with soya mince about four years ago - even offering something like that helps," Alfie notes. "Little things like offering gravy... It's about catering to everyone's tastes, while keeping the traditional aspect as well. These little tweaks here and there are helping."
Embracing 21st Century Business Practices
The shop has fully embraced delivery platforms like Uber Eats, despite some initial resistance from traditionalists. "They take a big cut, but you can always adjust your prices," Alfie acknowledges. "It's more expensive if you order from them, but the younger generations are always ordering food online. Just being on those platforms helps get your name out there."
This modern approach has yielded impressive results, with the shop now selling over 1,000 pies on busy days. Alfie attributes much of this success to the willingness of younger owners to adapt traditional businesses to contemporary market demands.
A Century of Family History
The Noted Eel and Pie House boasts a remarkable family legacy spanning nearly a century. Alfie's great-grandfather, Huite Hak, established the original shop on Bow Road in 1926 after arriving from Holland to live with a family who operated a pie shop. The business relocated to Leytonstone in 1977, passing through generations from Huite to his son, then to his grandson Pieter (Alfie's father), and now to Alfie himself.
Family connections remain strong, with Alfie's 78-year-old uncle Les 'The Pie' Sheilds still working part-time at the premises. "I would go in and help my dad out on odd days when I wasn't at school from around age ten," Alfie recalls. "Sometimes my dad had to take me to work and I'd bring my PSP to play on. But as soon as I got there, I just fell into the work - I didn't touch my PSP at all."
Redefining British Cuisine and Community
Alfie passionately defends British cuisine against its critics. "I just laugh at people who say it's boring," he states. "Just come in and try the food. People who've eaten all over the world still come to the shop and enjoy our food. Pie and mash is not supposed to be something with a million different spices in; it's a comfort food at the end of the day."
He emphasizes that pie and mash represents "the original fast food" - served quickly but made fresh daily by a team of five people who prepare everything from scratch each morning. Contrary to stereotypes, the customer base has become remarkably diverse. "It's so multicultural in East London, so we get all sorts of people coming in," Alfie observes. "It's a really mixed group."
Future Aspirations and Legacy Protection
Alfie's success has generated international interest, particularly from the United States where one of his older brothers now lives. "People message me from America every week, saying: 'We need pie and mash out here'," he reveals. "It would be a dream to do a pop-up out there."
Looking toward the future, Alfie supports initiatives to secure protected status for pie and mash, similar to the designation held by Melton Mowbray pork pies and Cornish Pasties. This legal protection would safeguard traditional recipes and preparation techniques, distinguishing genuine establishments from ordinary takeaway shops.
"I'm very passionate about pie and mash," Alfie concludes. "It might be a bit sad, but I sometimes go to support pie and mash shops in other areas on my days off. I like the really old ones with the tiled interiors. Pie shops are about community, and I'm determined to make sure this tradition continues for generations to come."
