E. Pellicci, the family cafe on Bethnal Green Road that has been open since 1900, will cook for the Brass Rail at Selfridges from Monday 2 November until Christmas.
The Brass Rail, a salt beef counter in the Oxford Street store’s Foodhall, opened in 1966 and is the department store’s oldest restaurant. The tie-up marks its 60th anniversary and is the first collaboration in its history, according to Restaurant Online.
“We are so excited to be coming together with The Brass Rail and Selfridges for this partnership,” said Nevio and Anna Pellicci, who run the cafe. “What better than an East End vs West End collaboration at Christmas?”
What is on the menu
Four dishes go on the Brass Rail menu. E. Pellicci pasta comes with pesto or ragù. The Big Bang Ciabatta is filled with chicken schnitzel, mozzarella and ragù, with pesto on the side.
A Pellicci version of the Brass Rail’s Reuben puts toasted salt beef with sauerkraut, mozzarella, pesto and gherkin. School cake and custard is the pudding. Customers can also add a spoonful of the family’s ragù to any dish on the counter’s menu.
Selfridges will also sell “East End meets West End” caps and T-shirts, and an E. Pellicci pantry range in the Foodhall, with olive oil, pesto, brown sauce and the cafe’s own coffee blend, according to Time Out and London On The Inside.
“E. Pellicci has been feeding Londoners properly for more than a century and bringing Nevio and Anna’s food to Oxford Street this Christmas feels like the perfect way to toast two London institutions,” said Lucy Menendez, director of food and restaurants at Selfridges.
The cafe in Bethnal Green
The original cafe at 332 Bethnal Green Road stays open. It has an Art Deco front and wood-panelled interior carved in 1946 by Achille Capocci, a regular customer and carpenter, and the building is Grade II listed. It is known for English breakfasts, Italian sandwiches, pasta and homemade pies.
The menu is part of Selfridges’ “Christmas and the City” programme. The store, at 400 Oxford Street, is on the stretch of Oxford Street that has just been closed to traffic, Time Out notes.
The essentials
- What: E. Pellicci dishes on the menu of the Brass Rail
- Where: The Brass Rail, Foodhall, Selfridges, 400 Oxford Street, London W1A 1AB
- When: from Monday 2 November 2026 until Christmas
- Original cafe: E. Pellicci, 332 Bethnal Green Road, London E2 0AG