Britain’s youngest proprietor of a pie and mash shop is a forward-thinking Generation Z entrepreneur who is ushering decades of traditional cockney culture into the contemporary era with a unique approach.
At just 28, Alfie Hak has infused his family’s long-standing eatery, Noted Eel and Pie House in East London, with a fresh perspective by incorporating social media and culinary innovations into the establishment. Being the fourth generation to operate the eatery that originated in 1926, Alfie has witnessed a decline in old-school restaurants and decided to revamp the shop to cater to modern tastes.
Growing up surrounded by his father, grandfather, and great-grandfather’s culinary legacy, Alfie recognized the need to adapt to changing times. He identified an opportunity in the market and leveraged platforms like TikTok to promote his business under the moniker “That Pie Guy,” attracting a substantial following and boosting sales to over 1,000 pies daily during peak times.
Pie and mash, a historic London tradition dating back to the 19th Century, has been a staple for working-class individuals seeking affordable and nutritious meals. Typically consisting of minced beef pies paired with mashed potatoes, parsley sauce known as “liquor,” and chili vinegar, the dish has faced challenges with many traditional shops closing down due to shifting consumer preferences.
Acknowledging the importance of blending tradition with innovation, Alfie has diversified the menu at Noted Eel and Pie House to appeal to a wider audience. Alongside the classic offerings, the eatery now serves vegan pies made with soya mince, gravy, and homemade apple crumble to cater to varying dietary preferences.
By embracing social media and online delivery platforms, Alfie has successfully propelled the family business into the digital age, accumulating a substantial online following and expanding the shop’s reach beyond its local community. His efforts to preserve and promote the legacy of pie and mash have garnered attention internationally, with aspirations to introduce the cuisine to new audiences, such as in the United States.
Alfie’s dedication to the craft and community support for traditional British fare like pie and mash has led him to advocate for protected status for the dish, ensuring its preservation for future generations. Spearheaded by Conservative MP Richard Holden, the campaign aims to safeguard authentic recipes and methods, distinguishing genuine establishments from standard fast food outlets.
As the youngest sibling carrying on the family tradition, Alfie’s commitment to blending heritage with innovation underscores his passion for pie and mash and his mission to challenge stereotypes and misconceptions about British cuisine.
