Alfie Moon first appears when he is ejected from Walford East tube station for fare evasion. He then causes havoc in the local market by getting a refund from Winston (Ulric Browne) for a video he stole and tricking Martin Fowler (James Alexandrou) into giving him free fruit. After acquainting himself with a few residents, he sneaks into The Queen Victoria public house and helps himself to a drink behind the bar. The landlady, Peggy Mitchell (Barbara Windsor), assumes that Alfie is Chris Wright (Tom Roberts), the new manager sent by an agency. Alfie takes advantage of the misunderstanding to commit identity fraud against Wright. Alfie packs any stock he could find in a bin bag, ready to leave. Jim Branning (John Bardon) catches him, but assumes Alfie is throwing away outdated stock and tricks Alfie into giving him a pint on the house. Winston, Martin, Ricky Butcher (Sid Owen) and Sam Mitchell (Kim Medcalf) realize that Alfie has told them all different background stories but he manages to reconcile the inconsistent stories. Alfie later answers the phone to the real Chris Wright and tells him the position is filled, revealing his intention to stay. Alfie's brother and grandmother arrive unannounced in Albert Square and move into the pub with Alfie, much to his dismay. When Alfie is blackmailed by a former police officer, Dougie Slade (John Bowler), who reveals Alfie's true identity to Peggy, Alfie and his family are forced to flee with the pub's takings. However, Alfie leaves the money on Peggy's doorstep. Peggy manages to track him down and after he confides in her about his parents' death, she gives him another chance. Alfie reluctantly accepts her proposal.