Higgidy is bringing its pie-focused pop-up concept back to central London with a one-day football activation in Shoreditch, developed in partnership with Guinness.

The Higgidy Pre-Match Pie & Pint Pop Up will open at 1 Quaker Street on Wednesday 17 June, ahead of England’s opening FIFA World Cup 2026 match against Croatia that evening.

Running from midday until 8pm, the activation will offer football fans hot Higgidy pies to enjoy immediately, as well as cold pies to take away, priced at £2 each. From 3pm, a courtyard bar will also open, serving a Higgidy pie and pint of Guinness for £5.

The temporary experience builds on Higgidy’s previous pop-up pie shops in central London and its first pub takeover, The Higgidy Arms, as the brand continues to use physical activations to engage consumers beyond the supermarket aisle.

For the Shoreditch event, Higgidy and Guinness will take over the Build Hollywood Special Build advertising and event site at 1 Quaker Street.

Among the products available will be Higgidy’s Slow-Cooked Steak & Guinness Pie, made with Red Tractor assured British beef in a Guinness, onion and herb gravy, baked in all-butter shortcrust pastry and topped with an all-butter puff pastry lid and a sprinkle of rosemary.

The pop-up takes place ahead of England’s opening World Cup group-stage fixture against Croatia, which kicks off at 9pm BST on Wednesday 17 June.

Visitors wishing to reserve a slot in the courtyard bar can book through Eventbrite.

Consumers unable to attend the Shoreditch pop-up can also purchase Higgidy pies through retailers including Sainsbury’s, Tesco and Ocado.

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