“The Secret’s Out”: How a Social Media Post Changed This Bermondsey Businessman’s Life

A stallholder at Bermondsey’s Blue Market has gained an overnight cult following after a clip spotlighting his ailing business received 11.5m views on social media.

Three weeks ago, Dennis Newman, 64, was living paycheque to paycheque. He is the owner of The Pie Den: a traditional pie, mash, and liquor stall based at the Blue Market in Bermondsey. “Back then the business survived week-to-week,” Dennis recalled, “I was only selling nine pies a day.”

Today, the scene couldn’t be more different. Eager crowds, locals and tourists alike, queue up for the chance to get their hands on a plate of Dennis’s signature pie and mash. The Pie Den sells out daily.

This turnaround follows the publication of a review by influencer Todd Inskip (@EatingwithTodd) as part of his series showcasing struggling hospitality spots in the UK. In the viral clip, Dennis confided in Todd about the uncertainty surrounding The Pie Den’s future.

For viewers, Dennis’s refusal to falter in the face of hardship was stirring. “This made me cry”, wrote one commenter. “You can see he puts his heart and soul into those pies.”

New fans have flocked to show their support for Dennis online. Having amassed a combined total of 37,000 followers across TikTok and Instagram, he now posts his own videos which regularly receive tens of thousands of views. “It’s changed my life,” Dennis said. “I’ve been completely inundated with messages.”

But online fame has created its own challenges, too: “The other side of the story is how hard I’ve had to work to cope with the pickup in trade. It’s manic, and I’m feeling the pressure.”

Scaling up operations is Dennis’s next task. Family, friends, and neighbours have scrubbed-in to help – and now, he has fans across the UK offering to work for free. “The secret’s out,” he said, “and I thank you all solemnly.”