E Pellicci Dishes Come to Selfridges This Christmas

A Taste of the East End on Oxford Street

If you’ve ever wanted a bit of Bethnal Green without the Central line commute, this Christmas is your chance. From Monday 2 November 2026, a selection of dishes from E Pellicci, the cafe that has served the East End since 1900, will appear on the menu at the Brass Rail, the New York-inspired deli on the lower ground floor of Selfridges on Oxford Street. For many of us, E Pellicci is more than a place to eat. It’s a neighbourhood fixture, the sort of spot where the regulars have their usual and the staff know your name. Now it’s crossing into the West End, and the menu is worth a close look. Expect the E Pellicci Pasta, served with pesto or ragu, and The Big Bang Ciabatta, which layers chicken schnitzel, mozzarella and ragu with pesto on the side. The Reuben, Pellicci-style, combines toasted salt beef, sauerkraut, mozzarella, pesto and gherkin, and the School Cake and custard is there for anyone with a sweet tooth. If you’d rather not commit to a full plate, you can ask for a spoonful of the family ragu on top of anything else on the Brass Rail menu. Shoppers in the store will also find an exclusive E Pellicci pantry range in the Selfridges Food Hall, including olive oil, pesto, brown sauce and the cafe’s own coffee blend.

Two Institutions, One Anniversary

The collaboration is also a celebration. The Brass Rail is marking its 60th birthday, and it has chosen to do so with a partner from a few miles east rather than a flashy celebrity chef. That choice says something about how both businesses see themselves: rooted in their communities, but confident enough to share their food with a wider audience. E Pellicci has been run by an Italian family for generations, and its podcast, which ran for a time, gave curious listeners a glimpse into the kitchen and the stories behind the counter. Bringing that personality to Selfridges means the cafe’s recipes are reaching people who may never have set foot in a Bethnal Green greasy spoon. For the Brass Rail’s team, the partnership brings a fresh spotlight on their own menu, including the hot salt beef sandwich with sauerkraut that has long been a favourite with office workers and shoppers. For the Pellicci family, it’s a chance to introduce their cooking to a new generation of diners. There’s also a bit of fun in the merchandise. Selfridges is selling ‘East End meets West End’ items themed around the collaboration, a playful nod to the journey the dishes are making across the city. It’s a tidy example of local pride meeting big-city retail, and it’s a reminder that some of London’s best food is still made by small family businesses.

What Locals Should Know and Do Next

First, the reassuring part: the original E Pellicci on Bethnal Green Road isn’t going anywhere. The Selfridges menu is an addition, not a replacement, so if you’re a longtime customer, your usual seat is safe. Second, if you’re planning a trip to the centre this festive season, this is an easy way to combine shopping with a proper lunch. Oxford Street is busy in the run-up to Christmas, so booking a table at the Brass Rail or arriving outside peak hours is sensible advice. Visitors who want to turn a shopping day into a full sightseeing route can easily head south towards Westminster afterwards, where a walk along Whitehall brings you to the iconic London Big Ben, a classic stop for anyone showing friends and family around the capital. For those who prefer culture, a visit to a London museum or a London exhibition can fill the afternoon before you pick up a pantry bag from the Food Hall. Keep an eye on Selfridges and E Pellicci’s own channels for updates on the festive run, including whether the dishes or the merchandise sell out. The collaboration is scheduled for the festive period, so the best advice is simple: go early, bring an appetite, and don’t leave without a slice of School Cake and custard.

Source: Legendary East London Cafe E Pellicci Comes To Selfridges

Fans planning to visit London Selfridges this festive season can now sample the classic Pellicci dishes that made the East End café famous.

E Pellicci, the beloved East End café, has long been a favourite of visitors, and its fame has even reached as far as Buckingham Palace.

Wait, the phrase must be verbatim “buckingham palace” — case may matter. Using