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easyFoodStore stops shoppers buying more than 10 items

17 February 2016

Budget supermarket easyFoodstore is restricting the amount of products shoppers can buy in order to cope with soaring demand.

The shop, which sells groceries for 25p, is restricting shoppers to 10 of each item at the checkout. 

The supermarket has proven so popular it was forced to close two days after launch, on February 4, because of bare shelves. 

It is the brainchild of Sir Stelios Haji-Ioannou, the founder of budget airline easyJet. 

“The idea of this store is to specifically target the most needy, not to help out our competitors in the convenience store market,” said a spokesman for EasyFoodStore, in comments to the Guardian. 

He added that shopkeepers had “rather stood out in the queue, especially on the way out when they were loaded down with stuff”.

The shop has seen queues of over 100 people outside, and security staff have been employed to ensure only 15-20 people at a time enter. 

It tapped into the increasing popularity of discount supermarkets, a market currently dominated by Aldi and Lidl. 

On Monday, easyFoodstore posted on its website a notice warning consumers about the restriction on food items. 

It added: “For example, one person may purchase 10 cans of tuna and/or 10 cans of baked beans but no more than 10 cans. This is to prevent shopkeepers from purchasing stock to resell at a higher price.”

The shop will also have reduced opening hours of Monday to Friday only, from 11am to 5pm. In addition, the range of products at the shop will be reduced from 70 down to 40 of the best selling items. 

From March onward, the shop will also raise its blanket price from 25p to 29p.

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