Tag Archives: selfridges

The hole truth

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AFTER AN INTERESTING visit to the Bank of England’s museum, we headed north east to Brick Lane. Our destination was Beigel Bake at number 159. Not to be confused with its near neighbour, Beigel Shop, the far superior Beigel Bake, which is open 24 hours a day, was established in 1974. Although now a separate business from the Beigel Shop, the two places were originally the same business, as is recorded in an online article (https://londonist.com/london/food/things-you-probably-didn-t-know-about-beigel-bake):
“Although widely seen as rivals, the two shops were originally owned by the same family. Brothers Asher and Sammy Cohen started off working for another brother at The Beigel Shop next door, but eventually branched out to 159 Brick Lane in 1976. When the brothers aren’t putting in a shift, Nathan Cohen, one of two sons can be seen overseeing the sale and production of the 2,000-3,000 beigels baked in-house every day.”
I am uncertain whether the brothers are still with us or whether Nathan still oversees the place. In any case, Beigel Bake is well worth a visit. We did so today, the 4th of April 2023.

A few weeks earlier, we ate salt beef (Reuben)sandwiches at Selfridge’s Brass Rail eatery, which I have described elsewhere (https://adam-yamey-writes.com/2023/03/25/the-brass-rail/). We went to Brick Lane both because we were hungry and, also because we wanted to compare the salt beef on offer there with that we ate at Selfridges. After waiting in a long, but fast-moving queue, we were served our beigels, stuffed full of warm salt beef, some mustard, and slices of pickled gherkin.

Beigel Bake salt beef in a beigel (bagel)

As the Beigel Bake does not offer any seating, one has to eat the generously filled beigels elsewhere. At the Brass Rail, you can sit at a comfortable table, where a waiter brings the salt beef sandwich to you. The salt beef served at Beigel Bake is much tastier than that at the Brass Rail. Unlike the latter, Beigel Bake does not put sauerkraut and cheese into the sandwich. Without those ingredients, the salt beef tastes far superior to when they are present. In addition, the beigel suits the salt beef much better than the rather soft bread used at the Brass Rail. In brief, to my taste the Beigel Bake offering is far superior in all respects to that of the Brass Rail.

As mentioned, at the Brass Rail you can sit and eat your sandwich comfortably. However, currently the sandwich costs £14.95 to take-away (more if you eat-in). In contrast, a salt beef beigel with pickle and mustard, currently costs £6.00 at Beigel Bake. What you get at the Brass Rail is definitely not worth £8.95 more that at the less pretentious Beigel Bake, and it seemed like there was more beef in the latter’s offering than in the former.

A word of advice: do not bother with the nearby Beigel Shop even if there is a long queue at Beigel Bake – it is well worth the wait.

The Brass Rail

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I WAS FOURTEEN IN 1966. That year, Selfridges in London’s Oxford Street opened the Brass Rail restaurant on the ground floor, with windows facing Orchard Street. Its speciality was then, and still is, salt beef. I recall visiting the place once or twice with my mother back in the 1960s. In those days, I did not particularly care for the taste of salt beef. For some reason, maybe the cost of the place, we did not frequent the Brass Rail.

Winding the clock forwards several decades, I now enjoy eating salt beef occasionally. Today, the 22nd of March 2023, we needed to go to Selfridges for something, and as we were there, I suggested that we ate at the Brass Rail. Unsurprisingly, the eatery has changed its appearance considerably since the 1960s, but it is still located in the same part of Selfridges as it was originally. Its tables are enclosed in an area lined banquettes upholstered with red fitted cushions. The service was brisk and attentive. We ordered Reuben sandwiches in rye bread. These are generously filled with warm salt beef, sauerkraut, Swiss cheese, gherkin, and Russian dressing.

The Reuben was enjoyable, filling, and quite tasty. However, I felt that the taste of the salt beef was overpowered by that of the dressing and the other ingredients. Good though it is at the Brass Rail, I prefer eating the bagels crammed full of salt beef, which are served at the 24 hour Beigel Bake in Brick Lane. At half the price of the Brass Rail, but without the great service, they are more than twice as enjoyable.