Now open: The Brockley Deli

The Brockley Deli is the most daring new opening since The Broca chanced its arm on Coulgate Street. An unlovely (though handy) mini-market has been completely transformed, and with it, Brockley Cross.
We've only had time to stick our head in and take this photos, so can't comment on the quality or range of food, but the place was buzzing already and they have pulled off what once seemed the impossible - bringing cafe culture to the pavements of Brockley Cross. It was only a couple of years ago that Brockley Cross was a crime, litter and traffic-clogged mess. A little investment in the pavements, some proper policing and a dollop of chutzpah from a local entrepreneur and the effect is stunning.

Please post your reviews here.

85 comments:

Barrie Dale said...

Amazing. Incredibly happy about this!

Monkeyboy said...

popped in yesterday, its location is perfect for me so im a happy chappy. Nice and airy, the range seems fine although i do hope they pack it with more, i can always be enticed to spend more than i should, the best delis have all sorts tucked away. Only open for 24hrs so plenty of time, the guys seem super keen and are happy to take suggestions (i'm lobbying them to stock my fav mozzerella)

If there is one thing Brockley Market has shown is that there is a market for this in the area and it hasnt displaced any 'good honest traders' there is still a corner shop within 30m for a bag of crisps and pint of milk that i will also use.

Ala Skrakowski said...

This is so brilliant! Can't wait to visit!

Sarah said...

It's really overpriced

maisie_moo said...

It looks very nice. Looks like the same sort of idea as Dandelion Blue (remember that??) Is it similar to that?

Pebble_dash said...

Thanks for the pictures, looks like they've done a great job and will really brighten up that corner of Brockley. Might pop in on the weekend and check it out.

Brockley Nick said...

It wouldn't be a new business in the area without someone saying it was overpriced. See also: Maddy's, The Gantry, The Orchard, Brown's, etc, etc. etc.

Brockley Nick said...

The place it reminds me of most is Le Delice in Ladywell.

max doom! said...

At least 3 of those places are overpriced. Nothing wrong with people being happy at paying over the odds but it seems reasonable to acknowledge it. Paying mad money for mundane goods seems almost a badge of honour. Yes YOU royal ablert with your £5 pint of admittedly delicious black pale ale

Newby said...

People moan about supermarkets selling cheap food and then they moan about shops selling premium stuff. Good produce does tend to be expensive as its labour intensive to produce.

Dandelion who? said...

Looks good - also very visible for people travelling through Brockley - so may turn a few heads from those passing through. Not sure how fun it would be to sit outside though with queues of slow traffic pumping out fumes but it's smartened up a corner of a very ugly parade. Hope it does well.

Brockley Nick said...

No, there's nothing wrong saying that you find something pricey. I suppose it's the use of "overpriced" that rankles. It suggests:


a) People willing to pay those prices are mugs
b) the business is exploitative
c) there is a "correct" price for something
d) that the business is going to go under


It's a sort of moral judgement by the poster on the shop owner and the customer - and it's meaningless, since the correct price in a competitive market is whatever the two people are willing to sell and buy it for.


Also, if as you say, it's a badge of honour to go to expensive shops, then calling something overpriced is self-defeating, since it will only encourage the sort of people who like to look down on the poster as a bitter troll.

Mellow said...

Nice to see an independent pop up rather than dreaded Tesco/sainsburys local

max doom! said...

That last bit makes no sense. I'm not knocking paying over the odds as I do it myself. But I know I'm basically getting mugged off by paying £2.50 for a small cup of coffee. The price having been driven there by the number of people, like me, willing to pay it.

Headhunter said...

Yes, this is the problem, people want supermarket prices at nice, pretty, local independent shops where everyone knows your name... Unfortunately the 2 business plans are not necessarily compatible... Fortunately in Brockley we have the choice - there's Sainsbury's Local, there's Tesco Metro on Lewisham Way, Cost Cutter etc if you want to go cheap and then more and more shops like this for people who don't mind paying more...

Tom said...

And why are they willing to pay it?

Loops said...

Really happy about this, about time we got something nice on Brockley Cross. And to those grumbling about price, if you want a cheap brew you can walk approximately 5 metres down the road to the greasy spoon.

Monkeyboy said...

I'll can't see the problem with a small trader trying to maximise their income. It's a shop specifically aiming at the quality end of the market (real or perceived) no one has to shop their. Shops ain't charities, they buy for x and will sell for x+y. It's good to have a diverse range, it was shut remember.

Brockley Dude said...

Dropped by earlier. Despite using Allpress coffee beans, it is certainly no Browns or Dark Fluid. Not quite sure about the location as Brockley Cross is literally the worst place imo to hang around - though I am sure those living around the area wouldn't complain much. Selection was good, but could be better. Still, a good start for day one. I am sure they will improve.

max doom! said...

I can only speak for myself. I pay it because that's what it costs, but I don't do it often. Using coffee as an example of an expensive mundane product being mangled by the 'artisan' banner, it's dirt cheap in Spain. A euro and a half or so for superb stuff in Barcelona and Valencia. Why does it have to cost so much here?

Monkeyboy said...

im sure they would sell it for more in spain if people were willing to pay for it. capitalism innit. i paid more while skiing, not pleased but i wanted it and that what it cost.

Dex said...

Just dropped by as well - really good to see a new business open in Brockley Cross, and hope it will encourage others to open in some of the empty units. I thought it had good range of products, attractively laid out and hope it does really well.

Joe Sheeran said...

I went yesterday and commented on coffees being a full 50p cheaper than Browns. He said that there is some issues with the machine though so not to judge them yet.

The brownies and custard tarts, however, are excellent.

Kenny Tinsel said...

Stopped by on my way-ish home. Seemed busy and a good range of stuff for their second day or whatever it is. Ginger's Kitchen lasagne (630g - mean for two, lots for one) £7.70. I don't know whether I'd pick a supplier that uses artificial additives given where it looks like they're positioning themselves, but nevertheless I celebrate the arrival of the artisanal ready meal in SE4.

Kenny Tinsel said...

Well now that I've logged in...

The correct price for a product under the capitalist model (i.e. most shops, restaurants, services etc, excluding social enterprises and the like) is its profit-maximising price. If a business would make more profit if it dropped its prices, then its products are over-priced. If it would make more profit if it raised its prices, then its products are under-priced. Given that it's remarkably unlikely that on their first day these guys have perfectly-priced their stuff, we can be pretty sure it's either under- or over-priced. But no-one knos which yet. Over time, they'll probably change their prices in one direction or the other. Then we'll know!

When people say "over-priced" they normally mean "more than I am prepared to pay". That's absolutely fine - everyone makes thousands of different judgements about all sorts of things. Perhaps I love cleaning but hate gardening. I'd happily pay a gardener £10 an hour, but I'd wouldn't be prepared to pay the same for a cleaner. Your preferences might be the reverse. Neither the cleaner nor the gardener is over-priced.


Pricing is almost entirely a matter of personal perception (and heuristics). Pricing has remarkably little relation to cost.

Tom said...

That's pretty much exactly what I would have written. "Over priced" offends me because it assumes that all people should have the taste/cost preferences of the writer. Is a Hermes bag overpriced? To me, yes. To many others, no.

Tom said...

Because Barcelona and Brockley are different. I'm fairly sure a Chicken Pho is cheaper in Hanoi, but I'm happy to pay Mo Pho's prices.

Kenny Tinsel said...

Not a football fan either, then? I would have gone out for a drink tonight had Brockley Nick helped me find somewhere football-free, but he didn't so I'm going to troll his message-board instead.

terrencetrentderby said...

Good luck to them, bit by bit Brockley Cross is looking less gross. If only there was somewhere decent to get a takeaway. A Nandos would be nice.

Brutally honest said...

You say brockley was a mess unfortunately along with progress in investments in new pavements and new deli the kind if people living in here who don't have any consideration for other around them is scary. Do not move to brockley unless you want to deal every other night with awful neighbors who will make your night sleepless by shouting worst kind if thing in these 5 by 5 ft gardens. I'm so sick of this and the biggest problem is that any attempts talking to them is like having conversation with a monkey not offending the latter.

Suma said...

Because brockley fanatics created this fake and totally untrue illusion of brockley being a holly Grail. Worth any money and just so amazing to be part of. I don't even know if this is what they actually naively believe or this is to beat up the prices of properties which already are ridiculous. Of course having a coffee place more expensive than average or children clothes shop where you can't buy a summer hat below 20£ shows that people in here live comfortable. But the true is that it is just illusion as I said there is so much poverty around and still lots of crime.

Monkeyboy said...

actually the hat problem is something that needs tackling.

Full of cr,p said...

You are such a crap web moderator nick sure remove every post that is uncomfortable or shows bad points about this place you are such a pathetic guy. Change your filters you gimp.

Kenny Tinsel said...

Disqus is a crappy plug-in, but I don't think stuff is being modded out? And if you're being caught by profanity filters maybe you should wind your neck in a bit before you post?

terrencetrentderby said...

What road do you live on? My neighbours are racially handicapped but they're ok. No idea how to use the communal bins properly though.

max doom! said...

The flip is a Hermes bag?

Andrea said...

Terrible analogy and unrelated to the issue of shops selling the same product at different prices.

Andrea said...

How can you tell that a Deli has done a great job by some pictures? Bizarre.

Andrea said...

Bitter troll? I don't see any evidence of trolling that sparked your comment. I think there's a difference between trolling and not sharing your opinion.

Hugh said...

Good to see I'm not alone in being willing to question the "value proposition" offered by places like this. Since you can get Ocado to deliver practically anything I still don't see the appeal of taking an extra trip to buy trinkets at a local deli, not least given the prices it charges, which seem to be acknowledged by others as at the high end.

Possibilities:

1. Useful place to pick up a coffee if en route to Brockley station. OK but we already have options there.
2. It smartens the neighbourhood. This is why I like delis. They benefit me economically at no cost as I don't use them.
3. People kid themselves that sitting outside on the street feels like watching the world go by in downtown Barcelona. Nice idea but you're dreaming.
4. It makes you feel Brockley is finally turning into Hoxton. Fine but it isn't.
5. They do "amazing" and "hard to find" stuff that makes an ordinary meal into an exotic extravagance. Really? Like what?
6. OMG they do this artisan coffee (what is artisan coffee?) that I always get at Beans 4 Skinny Jeans in Borough Market which reminds me of a year spent trekking in Peru with Olivia, Jamie and Tobias.

Monkeyboy said...

"looks like theyve done a great job" so the poster is saying he thinks they may have based on the evidence of a picture of the place. "will check it out" so they will take a look for themselves. "will brighten up that coprner" are you saying the corber looked better when it was an empty shuttered unit?

if you need any more help please do ask

Brockley Nick said...

I have no idea what you're talking about. I was busy watching the World Cup, not modding your comments. But you sound like a real charmer so I'm rather glad your posts fell foul of the spam filters (or maybe you can't work a computer).

Monkeyboy said...

By the way, that used electricals store at the BroX has shut?

Newby said...

Should shops be forced to sell at the same prices? The price reflects different cost bases, local demand, amount of competition etc. Also some products may be similar but not the same. I only buy meat from a butcher, its more expensive than the supermarket but in my opinion its a vastly superior product. As an aside the Larder in Ladywell sells bacon jam, GET IN MY BELLY!

JPM said...

I went in there on the opening day. The store looks great. It really
smartens up the corner and I was bemused to see the looks on the faces of drivers as they slowed down to look in.
Bought some wine, £12, which was excellent. Some eggs, £2.20 for six which was a little expensive for my Lidl tastes but more delicious, and some tasty choritzo at £5.50.
I wish them all success.

AliAfro said...

Lighten up doom-mungers - the place looks good and brightens up a tired old unit. I'm sure it will become apparent whether their prices are too high, too low or just right based on how much produce they sell. Lets wish them well and hope they get the balance right.

Testing said...

1.You get to see, smell and often sample what you want to buy on your way home from work rather than order Ocado.
2. Not uses or wants to use Ocado, I don't have a family I have no need to plan and organise my meals/shopping in advance.

AliAfro said...

Verbal reasoning 2/5 - Your initial logic was sound but you completely missed the conclusion:
By your own logic it was unlikely that the poster was commenting on the range or quality of produce available, so from this we can conclude that they were probably just saying it looks nice.

andrea said...

Apologies. 10/10 for the paint job.

Andrea said...

Thanks, AliAfro. I'm good, aren't I? Getting 2/5 for "verbal" reasoning on a piece of written word. Lol.

Hugh said...

I'd like to continue this but the software on this website is prehistoric. I'll be back when you don't have to scroll and click for two minutes just to follow or contribute to a debate.

Monkeyboy said...

"verbal reasoning" applies your ability to interpret the written word.

Testing said...

Andrea, don't put someone down with a 'clever' remark when you don't know what the phrase means. Verbal reasoning is comprehension and understanding of the written word

Grim Down SE4 said...

Oh dear, a lot of straw men here, although the unacknowledged economic truth is struggling to get out.
1. Other options = more choice. This is how markets work.
2. A nice point.
3. Unsubstantiated surmise.
4. Ditto.
5. Really? Who said that?
6. A sneer, but yes, retail can be as much about experience as shifting goods. It doesn't matter why people buy what they buy except to the buyers.

Anon said...

@Hugh it's not great at all, I wish @Brockley Nick would update it.

Anon said...

A thin slice of Bourgeois ghetto ;)

BacktoBrock said...

Flipping loved it. Expected to pay a premium. At £1.45 for a croissant it's cheaper than the London Particular at least. Brockley may not be turning into Hoxton but it's turning into somewhere that is more appealing than it was. Good luck to the owners.

Whingespotter said...

Really? Perhaps you need to update your own system.

guest said...

went there this morning, great coffee and pastries, the line at the till was very long. I wish them all the success, great addition to the cross.

Brockley Nick said...

Are you going to suggest an alternative?

PeoplesAssemblySEL said...

Delis are fantastic, let's demand an end to cuts and low wages so everyone can enjoy them. Ritzy workers are *aiming* for £8.80ph the London Living wage, those workers want to enjoy Deli produce and ModelMarket street food but on pay on less than £8.80ph with living costs such as London rent, it's a struggle. Support the end to austerity economics and we all benefit!

Demonstration &festival in London at noon tomorrow, It will be a peaceful day out. Evening Standard recommends it! http://www.standard.co.uk/news/london/london-anticuts-march-this-weekend-will-be-peaceful-family-day-out-9548374.html

Tom said...

Yeah, because wealth distribution and government interference always works well.

Chris said...

Good luck with the opening, I can't understand the negativity some people are willing to throw around because its not for them. Whilst i may not be in there every day, for an occasional treat i think its excellent. Im sure the guys behind it have already put in a lot of hard work and they will learn over time what works for the customer base. It pains me when people are so willing to be negative from the off, when here we have someone giving something different in that particular area a go, which is brave and risky.

Martin said...

I agree. This shop makes the area so much nicer and I wish the owners all the best.

terrencetrentderby said...

Works better than an unregulated free market.

max doom! said...

Those chilli jams at brockley market are ace. I realise I'm arguing with myself here

Aricana said...

I visited the Brockley Deli today and had fresh mint tea and a v tasty muffin. It was pretty busy in there and lots of smiling faces. I liked it so much I asked what time they open tomorrow.

cornelius said...

the costs of running a business in barca and valencia are completely different from london. Completely different tax rates, wages and business costs.

max doom! said...

You can get it cheaper in soho than brockley. If people tell themselves it has to be expensive then the shops have defo got it made

Monkeyboy said...

you can also spend more for worse coffee in soho. there isnt a right price. the price is clearly stated, you paid it. so despite your protestations it isnt 'too expensive' you chose to pay for it. Its discretionary spend and you spent.

anon said...

I could do, but you would have to migrate from blogger to say wordpress are you willing to do that? Can't imagine why you haven't done that already?

Ashley Richardson said...

Brave maneouvre, has the potential to change the culture of the brockley cross area which is much needed and welcomed by me as a local resident

look forward to popping in and supporting, i hope they are open later for a beer / glass of wine in the evening

Sandyfeet said...

Good luck brockley deli - had a lovely coffee and cake with friendly, chatty staff ..

mr dread said...

They shouls stock some nice artisan organic crack - might pick up a bit of custom from next door.

Simon James Perry said...

I disagree with your assertion that the correct price in a competitive market is whatever someone is willing to pay for it. To my mind this smacks of unbridled Capitalism and is a notion which has invariably made the poor poorer and the rich richer. Grocers as well as Bankers have a responsibility to act with moral integrity. I believe that there is reasonable profit and unreasonable profit. Where one ends and the other begins is of course open to question and depends on many things

Brockley Nick said...

Uhuh. I'd say "reasonable profit" is whatever you can make from a unit in Brockley Cross while operating within the law.

Headhunter said...

We have had some of the freest markets for a long time in the UK since the 80s and although business has flourished through some of those years, so has the wealth gap between rich and poor

Bill Thompson said...

Really? Browns has the best coffee I've ever had, and I'm not just a fanboy willing to pay anything. Given the choice, though, I'd buy a coffee there over any place in London. I wish they were open later, still had a toilet, and wifi - seriously annoyed they don't, but their coffee and service = 12 out of 10 for me.

Jon from SE4 said...

You must really like bad coffee if you find Browns bad.


Browns' coffees are from Square Mile, one of the best roasters in Britain. I like Allpress too, but slightly prefer Square Mile.

Stewart Tuckwood said...

sorry to be the wet blanket but left the 'deli' slightly disappointed for the following reasons-

1- they don't serve panini ! The products in the shop area and seletion of italian meats leads me to think it's supposed to be an italian deli, yet without the best bits1

2- having worked in an italian deli, I found the presentation of meats was without any care at all

3- they serve pies, but only cold pies. Who goes out to eat a cold pie?

positive- the coffee was good.

Also, with the service, we just got told no several times- as in, no we don't serve panini . (thats the bit where you offer an alternative rather than go silent).

Pickford said...

Amazing place. Well done. Owners are a gigl
Gle foods fantastic great atmosphere

Rosemary said...

Good coffee and stock the locally brewed beers. Friendly service

Douglas Mckeever said...

Are you from a rival business? I've seen nothing but negative comments from you

wendy smith said...

come on one last push for brockley deli

jason G said...

Amazing place great produce

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