E. Pellicci and The Brass Rail are collaborating for the Selfridges restaurant’s 60th anniversary.
Dishes include pesto or ragù pasta, the Big Bang Ciabatta, a Pellicci-style Reuben, and school cake with custard.
The festive menu runs from 2 November until Christmas 2026.
A festive menu brings Bethnal Green favourites to Oxford Street for The Brass Rail’s 60th anniversary.
Christmas shopping on Oxford Street is about to come with a side of East End comfort food. E. Pellicci is joining forces with The Brass Rail at Selfridges for a festive menu that launches on 2 November 2026 and runs until Christmas.
The partnership marks The Brass Rail’s 60th anniversary and its first collaboration. The restaurant has been serving hot salt beef since 1966 and remains the oldest dining spot inside Selfridges. Now, for the first time, its familiar menu will share the spotlight with dishes from one of Bethnal Green’s best-known cafés.
E. Pellicci’s story stretches back to 1900. Based on Bethnal Green Road, the family-run café occupies Grade II-listed Art Deco premises and has become a fixture of East London life. On the menu, E. Pellicci Pasta comes with pesto or ragù. The Big Bang Ciabatta layers chicken schnitzel with mozzarella and ragù, with pesto served on the side. There is also a Pellicci-style Reuben, which pairs salt beef with sauerkraut, mozzarella, pesto and gherkin in a toasted sandwich. It brings the café’s Italian ingredients to one of The Brass Rail’s signature dishes.
For those keen to try more of the café’s cooking, a spoonful of the Pellicci family ragù can be added to any dish on The Brass Rail’s menu. Dessert keeps things reassuringly familiar, with school cake and custard providing the sweet finish.
The collaboration continues in the Selfridges Foodhall, where an exclusive E. Pellicci pantry range will include olive oil, pesto, sauces and the café’s own coffee blend. Whether you are stocking your kitchen or shopping for a food-loving friend, there will be a few ways to take the partnership home.
Caps and T-shirts bearing ‘East End meets West End’ will also be available. The E. Pellicci and Selfridges collaboration forms part of Selfridges’ ‘Christmas and the City’ festive programme, celebrating the local people and places that help shape London’s character.
Where: The Brass Rail, Selfridges, 400 Oxford Street, London, W1A 1AB
When: 2 November to Christmas 2026
Contact: @pelliccicafe