Eat 17 is a small, independently-owned and much-loved group of eateries and convenience stores based in east London. It was started by James Brundle and Chris O'Connor, two brothers in their early twenties, who, with only £5,000, transformed a run-down off-license in Walthamstow into a multi-million-pound retail revolution and world-class brand.
Eat 17's two shops are London fixtures, and the brothers recently took out a lease on a third site. Eat 17 has also recently started selling to a supermarket chain in Hong Kong and on mainland China.
The Bacon Jam Cookbook, as well as providing many recipes from Eat 17 and their suppliers, also describes what the brothers have achieved and how.
It is also, incidentally, a paean to bacon - (just about) everyone's favourite foodstuff.
In 2007, 22-year-old east London-born brothers, Chris O'Connor and James Brundle transformed a rundown off-licence called Paul's Wines in Walthamstow Village into an award-winning, world-class convenience store & restaurant concept named Eat 17 in honour of their local post code. Smoky-sweet Bacon Jam was created in the Walthamstow kitchen to top Eat 17's famous burgers. After it received national attention on the Jonathan Ross show and QI (bacon + jam? wtf?), Bacon Jam's popularity exploded. By the time the Guardian called it 'arguably [Walthamstow's] most unlikely and successful export', this pink-pig packaged, cult condiment was available nation-wide in supermarkets from Tesco to Sainsbury's, as well as at hundreds of quality independents throughout the UK and beyond.