Gen Z Entrepreneur Revives Century-Old London Pie & Mash Tradition
At just 28 years old, Alfie Hak has become Britain's youngest pie and mash shop owner, taking charge of his family's century-old business in East London. As the fourth generation to run the Noted Eel and Pie House, Alfie is blending traditional cockney cuisine with modern innovations to ensure its survival in challenging times.
A Legacy Steeped in History
The Noted Eel and Pie House first opened its doors in 1926, founded by Alfie's great-grandfather Huite Hak after he emigrated from Holland. Originally located on Bow Road, the establishment moved to its current Leytonstone location in 1977, passing through generations of the Hak family. Alfie grew up eating at the shop run by his father, grandfather, and great-grandfather, developing a deep connection to the business from childhood.
"I would go in and help my dad out on odd days when I wasn't at school from around age ten," Alfie recalls. "As soon as I got there, I just fell into the work. Pie and mash is the original fast food - served within minutes as a hot meal, but not mass-produced."
Modernising a Time-Honoured Tradition
Recognising that many traditional pie and mash shops have closed in recent years, particularly across London, Alfie has implemented strategic changes to attract contemporary customers while preserving the establishment's heritage. His approach combines digital marketing with menu expansion, creating what he describes as "catering to everyone's tastes while keeping the traditional aspect."
The shop now sells over 1,000 pies on busy days, a significant increase attributed to Alfie's innovations. He launched a TikTok account called That Pie Guy, which has 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 day-to-day operations and handmade preparation methods.
Expanding Beyond Tradition
While maintaining classic menu items like minced beef pies with mashed potato, parsley liquor sauce, and chilli vinegar - often accompanied by stewed or jellied eels - Alfie has introduced several contemporary additions:
- Vegan pies made with soya mince, introduced approximately four years ago
- Gravy options alongside traditional parsley liquor
- Homemade apple crumble desserts
- Delivery through platforms like Uber Eats
"We started doing a vegan pie with soya mince about four years ago - even offering something like that helps," Alfie explains. "Little tweaks here and there are helping us reach new customers while maintaining our traditional core."
Navigating Modern Challenges
Alfie attributes the decline of traditional pie shops partly to their failure to embrace digital platforms. "One of the biggest factors is social media," he observes. "None of the shops that have closed were doing anything online. I'm trying to bring the business into modern times."
Despite some initial resistance from London's Black Cab drivers who opposed pie shops using delivery services, Alfie sees these platforms as essential for reaching younger generations. "They take a big cut, but you can always adjust your prices," he notes. "The younger generations are always ordering food online. Just being on those platforms helps get your name out there."
Preserving Community and Culture
Alfie actively works to dispel misconceptions about pie and mash shops being exclusive to older regulars. "It's so multicultural in East London, so we get all sorts of people coming in," he says. "Tourists know what to order from videos they watch. It's not like a pub full of regulars who turn round when a new person walks in."
His passion extends beyond his own business, as he sometimes visits other pie shops on his days off to support the tradition. He particularly appreciates establishments with original tiled interiors that preserve historical aesthetics.
Future Aspirations and Recognition
With growing international interest, particularly from American viewers of his social media content, Alfie dreams of expanding overseas. "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." One of his elder brothers now lives in Texas, potentially facilitating such expansion.
Alfie supports the campaign led by Conservative MP Richard Holden to award pie and mash protected status, similar to Melton Mowbray pork pies and Cornish pasties. This designation would legally safeguard traditional recipes and methods, distinguishing authentic establishments from standard fast-food outlets.
When confronted with criticisms of British cuisine, Alfie responds confidently: "I just laugh at people who say it's boring. Just come in and try the food. People who've eaten all over the world still come to the shop and enjoy our food." He defends pie and mash as comfort food while praising other British classics like full English breakfasts and roast dinners.
With his 78-year-old uncle Les 'The Pie' Shields still working part-time at the shop, Alfie represents both continuity and innovation in London's culinary heritage. His approach demonstrates how traditional businesses can thrive by adapting to contemporary markets while preserving their historical essence.
