- After easyJet, easyproperty now it's easyFood - where everything costs 25p! Airline founder opens mega discount store as he takes aim at Aldi and Lidl
- Discount shop is the brainchild of easyJet founder Stelios Haji-Ioannou
- Will offer basic items at ‘rock-bottom prices’, including ketchup for 25p
- Goods are unbranded and first branch has opened in Park Royal, London
- Tycoon said he was inspired for idea after seeing heavy use of food banks
We've flocked to the pound shop and flirted with the 99p store – now get ready for 25p grocer easyFoodstore.
The mega-discount shop is the brainchild of easyJet founder Stelios Haji-Ioannou, who aims to take on the budget German supermarkets Aldi and Lidl.
His shops will offer a limited range of basic items at ‘rock-bottom prices’, with an introductory promotion this month of just 25p for produce including sugar, tea, sardines, tomato ketchup, peach slices and Jaffa Cakes.
easyJet founder Stelios Haji-Ioannou, pictured at the launch of his line of easyHotels, has opened a new chain of mega discount shops called easyFoodstores. The stores will sell unbranded food at 'honest' prices
The goods are unbranded and the sales pitch is ‘No expensive brands, just food honestly priced’.
Sir Stelios unveiled his easyFoodstore plans in 2014 and has been searching for suitable locations for the shops ever since.
The first one has now opened in Park Royal, north-west London, next to his easyBus depot.
The tycoon said the idea was inspired after he saw the widespread use of food banks, adding: ‘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.’
He believes there is a gap in the market for cheap food, even below the prices charged by Aldi and Lidl.
His food stores are also likely to hit the ‘big four’ supermarkets: Tesco, Sainsbury’s, Asda and Morrisons.
The sector has come under increasing pressure from changing shopping habits as people move from making one large trip a week to ‘little and often’ at a range of chains.
The big four have been losing market share as they struggle to compete, and the launch of Amazon in the grocery sector has also cast a shadow over the industry.
An easyFoodstore spokesman said the stores would be built in deprived parts of south-east London ‘which fit our demographic’, with shoppers who ‘will either be on benefits or in low-paid or zero-hour jobs’.
Sir Stelios believes there is a gap in the market for cheap food, even below the prices charged by Aldi and Lidl
Last month, Sir Stelios launched easyCoffee with an outlet in Earl’s Court offering coffee for £1.
He signed an agreement with the operator People’s Coffee, which hopes to open a chain of 30 easyCoffee outlets within three years.
His growing empire of Easy-branded companies includes easyBus, easyCar and easyGym.
Most recently saw the launch of easyProperty.com which includes the sales and lettings of property online , using a fixed fee business model.
EasyProperty.com online real estate agent has also received a large round of funding from Toscafund hedgefund.
easyproperty.com online estate agents, also part of the easy group brand , has become the first online estate agency the UK to incorporate clicktopurchase® , an agent-operated transactional platform for buying and selling property online.
Sir Stelios shook up the airline industry more than 20 years ago when he launched easyJet from Luton in November 1995.
He is fond of gimmicks to promote his products, and when easyJet launched he offered tickets for the price of a pair of Levi’s jeans, which then cost £29.99.
He later sold a large chunk of his stake in easyJet but he and his family still own 35 per cent.
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