In 1987, he joined the cast of popular BBC television soap opera "EastEnders" as Frank Butcher, for which he gained much popularity over the years. He initially joined the series as a semi-regular character, first appearing in September of that year, but was so popular that during 1988 he became a full-time cast member as his character became landlord of the Queen Vic pub, buying it from Den Watts (Leslie Grantham) during 1988. The part of Butcher earned Reid the public persona of being pessimistic that he enjoyed acting against, for instance in television adverts for the soft drink Oasis. His character was involved in many popular storylines over the years and the most famous of these storylines was his character's long turbulent relationship with Pat Wicks (played by Pam St. Clement) and later his short-lived marriage to Peggy Mitchell (played by Barbara Windsor).