It is Friday morning and it is peak challah-buying time at Rinkoff's. Peter, who works in the legal profession, has been buying challah here for four years. He is partial to the strudel too. Next in the queue is Michelle who lives round the corner, and works as a volunteer for the area's ageing and dwindling Jewish community.
The area was once the cradle of Britain's Jewish community, with more than 150,000 Jewish immigrants. Now there are now only 2,000 or so in the East End where Rinkoff's opened 100 years ago this year. So who is buying the challah in Whitechapel these days?