E Pellicci Brings East End Classics to Selfridges
A Bethnal Green Institution Heads West
Anyone who has walked down Bethnal Green Road will know E Pellicci. The cafe has been serving locals since 1900, and its gleaming Art Deco interior and wood-panelled counters have become a fixture of the neighbourhood. Many of us grew up eating there, or at least meeting friends over a fry-up before heading into town. So it is a surprise, and a little bit of a thrill, to learn that some of its best-loved dishes are crossing the city this Christmas. From Monday 2 November 2026, a selection of Pellicci favourites will appear on the menu at the Brass Rail, the New York-style deli inside Selfridges on Oxford Street. The store is a short walk from Soho, and for anyone who has ever wondered what East London food tastes like on the other side of town, this is a rare chance to find out without leaving the West End. It is also a reminder that some of London’s most valued attractions are not the famous landmarks on postcards. Sometimes they are a family-run cafe with a loyal following and a story worth telling.
Two Londons Share a Menu
The collaboration is a celebration of two very different parts of the city. The Brass Rail, which specialises in hot salt beef sandwiches, sauerkraut and a toasted Reuben, marks its 60th birthday with the partnership. Pellicci brings its own family recipes to the table. Diners can order the Pellicci pasta, served with pesto or ragu, or try the Big Bang Ciabatta, which layers chicken schnitzel, mozzarella and ragu with pesto on the side. A Pellicci-style Reuben, made with toasted salt beef, sauerkraut, mozzarella, pesto and gherkin, offers a playful twist on a deli classic. For dessert, school cake and custard is a sweet nod to the cafe’s comfort-food roots. Those who want to keep things simple can add a spoonful of Pellicci’s family ragu to anything on the Brass Rail menu. Beyond the restaurant, Selfridges is selling ‘East End meets West End’ merchandise themed around the partnership. The Food Hall will also stock an exclusive Pellicci pantry range, including olive oil, pesto, brown sauce and the cafe’s own coffee blend. For locals hunting for gifts or a taste of home, that could be the easiest shopping trip of the season.
What East Londoners Should Know
If you are a regular at the Bethnal Green original, there is good news: the cafe is staying put. The Selfridges collaboration is a temporary festive tie-up rather than a move, so you can still order your usual at the counter. Those planning a trip into the centre should note that the Brass Rail dishes are available from 2 November 2026, and the offer runs through the festive period, so it is worth booking a table if you plan to visit on a weekend. Selfridges is busy in December, and the Food Hall can get crowded in the evenings. For people who cannot make it to Oxford Street, the pantry range may be the easiest way to bring a little Pellicci into your kitchen. As the season approaches, keep an eye on the store’s announcements for any extra events, tastings or pop-up activity linked to the partnership. London has no shortage of things to do in the winter months, and this is one of the more unexpected ways the East End is making its presence felt across the city. It is a good excuse to plan a day out, catch up with friends and taste something made by a family that has been feeding this city for more than a century.
Source: Legendary East London Cafe E Pellicci Comes To Selfridges
E Pellicci is a beloved Bethnal Green café, so shoppers who can’t visit London‘s East End can now taste its classics at Selfridges.
E Pellicci, the family-run Bethnal Green café famous for its art deco interior, is now bringing its classic dishes to a wider audience, much like the royal warrants that adorn many London institutions near buckingham palace.
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