EasyJet founder Sir Stelios Haji-Ioannou has turned his attention to creating a discount grocers, after a store which is selling everything for just 25p.
Yes, really. He opened a trial easyFoodstore shop in North London, with all of the 76 products being put on sale for just 25p each for the whole of February.
But if you were thinking this would sort out your whole food shop for the week, think again. They’re not selling any meat, fruit or vegetables and the stock generally consists of dried goods.
Speaking at the launch, Stelios said:
This is another way the easy brand can serve the less well-off. Given my experience in distributing food for free in Greece and Cyprus, this is a more commercial attempt to sell basic food for 25p per item to those less well-off in the Park Royal area.
The range includes a variety of stuff, from chicken curry to fairy cakes. Technically, you should be able to buy everything there for less than £20, but it seems some got a bit too excited.
— Luke Tugby (@LukeTugby) February 1, 2016
Pictures of the rather basic store have already appeared on social media and it seems everyone is pretty game for it.
Here's easyFoodstore. Reportedly doing brisk trade pic.twitter.com/ViajcV1dvo
— Bryan Roberts (@BryanRoberts72) February 1, 2016
I wholeheartedly approve of this https://t.co/M072Y5YZfm
— Stephen Howie (@SoulfulScotsman) February 2, 2016
— Dæl (@dalehay) February 2, 2016
However, some couldn’t resist poking fun at the possibility of hidden charges, just like Stelios’ budget airline.
— Captain Chaos (@TheGasMan1985) June 24, 2015
This opening follows previous failed attempts to open a shop in Croydon. Planning permission for the store was denied in 2012, but it was instead used as a testing ground for products and customers.
He was inspired to do this after noticing the prevalence of food banks and believes there is a gap in the grocery market to offer food at lower prices then German discount stores Lidl and Aldi.
Considering the staggering amount it costs to live in the capital, I’m sure this could go down well with a lot of Londoners.