Britain’s youngest owner of a pie and mash shop is a Gen Z entrepreneur reviving traditional cockney culture with a modern twist. Alfie Hak, 28, has infused his family’s legacy at Noted Eel and Pie House in East London with contemporary flair, leveraging social media and culinary innovations to attract a diverse clientele.
Growing up immersed in his family’s culinary heritage, Alfie saw the need to adapt to changing times. With a keen eye for business, he introduced a TikTok account, “That Pie Guy,” which has propelled his shop to success, selling over 1,000 pies on busy days.
Pie and mash, a historic London favorite originating from the 19th century, has faced challenges with traditional shops closing due to evolving consumer preferences. Recognizing the importance of modernization, Alfie expanded the menu to include vegan options and other contemporary twists while preserving the essence of the original cuisine.
Through a blend of tradition and innovation, Alfie has not only sustained his family’s pie shop but also attracted a global following, with aspirations to introduce pie and mash to American audiences. By embracing social media and delivery platforms, Alfie is steering his business into the 21st century while honoring his family’s century-old legacy.
Alfie’s dedication to pie and mash goes beyond business; he is an advocate for preserving this culinary tradition by supporting its recognition as a protected cuisine. With the backing of influential figures like Conservative MP Richard Holden, Alfie aims to secure the heritage of pie and mash for future generations, ensuring its legacy endures.
