Berliner Boersenzeitung - E Pellicci Pop-Up at Selfridges Brings Back Nostalgic School Cake

E Pellicci, a historic East End institution renowned for its 'Britalian' cuisine and celebrated breakfasts, has launched a festive pop-up residency at Selfridges in London. The temporary venue, located within the department store’s oldest in-house restaurant, the Brass Rail, will operate until Christmas.

The pop-up is designed to celebrate the Brass Rail’s 60th anniversary. While E Pellicci’s permanent home remains on Bethnal Green Road in the heart of London's East End, this temporary installation invites shoppers to sample its menu as they prepare for the holiday season.

Dating back to 1900, E Pellicci is historically known for its 'phenomenal' breakfasts. However, the new menu at the Brass Rail expands beyond morning fare to include decadent sandwiches and homemade pasta dishes. To mark the restaurant's milestone birthday, the pop-up features authentic Italian options such as E. Pellicci Pasta served with pesto or ragu.

For those seeking substantial lunch options, the menu offers 'The Big Bang Ciabatta,' which consists of chicken schnitzel, mozzarella, and ragu with pesto on the side, as well as 'The Reuben.' This hearty sandwich includes toasted salt beef, sauerkraut, mozzarella, pesto, and gherkin.

A key highlight of the pop-up is the inclusion of School Cake, a British traybake dessert that has sparked significant nostalgia among Brits who grew up in the 1990s and 2000s. Traditionally a staple of school canteens, the cake is typically served with a dollop of hot custard.

School Cake is described as a simple yet lavish treat made from fluffy vanilla sponge cake topped with thick white water icing and covered in multi-coloured rainbow sprinkles, also known in the UK as 'hundreds and thousands.'

The dessert's popularity has seen a resurgence recently. Earlier this year, Lidl thrilled shoppers by bringing the sweet treat back to its shelves for 69p, having first launched the product in May 2025. Social media users reacted with elation, describing it as 'the cake we all dream about.' Creator @laurenscravings shared her excitement at seeing School Cake make a comeback.

In addition to the food offerings, an exclusive E. Pellicci pantry range will be available in Selfridges’ Foodhall. The selection includes olive oil, pesto, brown sauce, and Pellicci’s own coffee blend.

E Pellicci has long been a cult favourite in the capital, loved by both locals and celebrities. Thousands of satisfied customers frequently leave stellar reviews online, praising both the food and the service.

One user, known as Donté F, gave the restaurant five stars, stating: 'I couldn't have enjoyed this restaurant any more than I did. The English breakfast was phenomenal, very fresh! However the food wasn't the best part. It was the staff and management. Just so friendly with everyone and merry! I know why people keep coming back day after day, for years and years. I will have to visit everytime I'm in London.'

Similarly, Tina BQ Tran highlighted the generous portions and excellent service: 'If you want a solid breakfast, this is the place to have it. Based on the food quantity we saw while waiting in line, we ordered 3 different items for 4 persons. It turned out to be more than enough. The service was excellent. Although we didn't ask, they gave a 4th empty plate so we could share the food. Although everything was good, the hash browns were our favourite.'

Emil Alakbarov also posted: 'Best of the best of the best! Legendary place for legendary breakfast in London. Absolutely in love with the team and food. Gonna come back again and again!'

While the pop-up offers a convenient option for those who may wish to avoid the crowds at Selfridges during Christmas, E Pellicci’s permanent East End location remains open for visitors seeking its traditional atmosphere and menu.

(S.G.Stein--BBZ)