Easyfoodstore: cut price food from easyJet founder
easyJet founder, Stelios Haji-Ioannou, is cashing in on the popularity of discount stores - by launching a new chain of cut price grocery shops called easyFoodstore. The store aims to be cheaper than the discount supermarkets, by focusing on a limited range of cut-price bargains. And to celebrate the launch, much of the range will be priced at just 25p in February.
The special offer will see the likes of tea and coffee, sugar, fries, chicken curry, ketchup, spaghetti and choc-chip cookies priced at just 25p. They are on offer at his first store in Park Royal in north west London - next to his easyBus depot. None of the products will be branded, and the store tagline is: "No expensive brands, just food honestly priced".
Stelios said he was inspired when distributing free food in Greece and Cyprus, and saw it as a way to help people on low budgets. The aim is to undercut the likes of Aldi, Lidl and the pound stores, with no-frills shops, and rock bottom prices.
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Will it work?
There are already a few players in this area, although they specialise in items that are near or past their best-before dates. These are different to 'use by' dates, because they are still safe to eat and only include the date as a guide that the food may not taste at its best after it expires.
There are a number of franchises including the Bargain Brand Food Outlet, which also has a 25p price point. The spread of these stores, and their popularity on the high street, is an indication of the demand for cut price groceries.
Some of the feedback on social media reflects this enthusiasm, with one user saying: "Bought a ton of groceries for £8" and another adding: "Just been to check out @easyFoodstore. Everything 25p during Feb. One family spent £27 while I was there..."
However, there are still plenty of shoppers who are yet to be convinced. One Twitter one user said: "@easyFoodstore 25p for "coffee"? I think I'll pass." Another tweeted: "The idea of the EasyFoodstore makes me feel incredibly sad and a bit sick". And one added: "easyFoodstore looks grim, like an orange Kwik Save. But who's to argue with 25p groceries?"
Of course, there were also others who couldn't help wondering whether there would be the same kinds of sneaky charges as budget airlines. One wrote: "You want to use a trolley? That'll be £15."
