A pie and mash expert and author says east London's pie and mash scene has "sadly declined" but believes social media is the way forwards.
Over the course of his lifetime, Norman Osland, 62, reckons he has eaten in around 100 pie and mash shops nationwide - 73 of them visited in just 18 months between March 2024 and September 2025.
The journey is documented in his book Norman's Conquest.
Although he hails from Bermondsey, Norman says he began visiting east London in his 20s and the East end draws him back "fairly often", thanks to some of the pie and mash shops he holds in highest regard being based here.
“I find myself in east London fairly often now because it's where some of my favourites are – I tend to find myself in Romford more because of Robins," he said.
“Comparing east London then to what it is now - it has not changed very much when it comes to pie and mash, although the change to not using eel stock for the liquor was notable.
"But of course there has been - sadly - a decline in the amount of shops."
Norman said that in 1992 in Newham alone there were nine recorded shops but now only one remains - BJ's in Barking Road.
Speaking previously to this paper, Norman listed his 10 favourite pie and mash shops in the east of the capital.
G Kelly in Roman Road is Norman's favourite whilst Robins in Romford, Maureen's and Eastenders both in Chrisp Street Market and Barney's in Walthamstow were also included in the list
“The decline is down to numerous things, with the people being the obvious one," Norman said.
“As many east Londoners migrated out, mainly to Essex, there was not the footfall for the shops in the 80s and 90s - and along with other fast foods becoming easily available, eating habits also changed among those still living in east London.
“Of course, there are still a number of older names dotted around."
Norman cited the deaths of older people who were brought up on pie and mash as well as the growing prominence of fast food and a wider choice of restaurants as reasons he feels that the traditional meal is not as widespread as it once was.
He noted Alife Hak - owner of Noted Eel & Pie House in Leytonstone - as an "important" figure in the current pie and mash scene.
Alfie operates on social media under the name ThatPieGuy, posting videos where he answers questions about pie and mash and shows viewers behind the scenes shots of running the shop.
“Doing the social media is great because it’s a young person thing and people ask questions for him to answer," he said.
“It gets younger people hooked and a few times I’ve been there, the place is rammed all the time.
“You hear people saying it’s their first time having pie and mash and it’s great they’ve chosen to go there.
“A lot of it is down to Alfie’s social media stuff."
Norman said he has tried to encourage other shop owners to embrace social media, like Alfie.
“You just need to walk around with a GoPro on your head but they [the shops] are not used to social media." he said.
“I know the business well now and I wouldn’t open a pie and mash shop myself.
“It’s damn hard work for quite little reward now.
"The prices of meat and everything else like rent is going sky-high.
“I speak to some owners often and I really don’t know how they do it but they love the tradition and thank God they do!"
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