Focus group trial of Croydon mock-up easyFoodstore to begin soon

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With the "mock-up" easyFoodstore is nearing completion (see pics) the easyFoodstore team is to begin commissioning specially selected focus groups to "test drive" the Croydon store to assess its suitability for the targeted demographic customer base. The results from this exercise will help determine the range and price point of its entire retail offer.

Simultaneously preparatory work has started to find suitable properties on London high streets to accommodate a sustained roll-out of the discount grocery format. With a size of approximately 1000sq ft, storage will be at a minimum with non-branded, mainly ambient food packs going straight from supplier trucks to the shop shelf via a bespoke but simple stock control system based around Sage software. All part of an intense cost control programme designed to offer cut-price food to the least well off.

Recent trading reports from the UK's top supermarkets show customers deserting established names in favour of the discounters - soon to be joined by easyFoodstore.

Press coverage

Rise of no-frills airlines offers some fascinating lessons for Britain's fast-changing grocery market

www.dailymail.co.uk - The rise and rise of EasyJet and other no-frills carriers offers some fascinating lessons for Britain's fast-changing grocery market.

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The supermarket of the poor (Greek Text)

city.sigmalive.com - The brain of the airline EasyJet, Stelios Haji-Ioannou, presents his latest project: a supermarket with basic food items at very low prices, purchased directly from suppliers at wholesale prices.

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New discount supermarket in East Croydon - which will never open

www.croydonadvertiser.co.uk - A discount supermarket from the founders of EasyJet in East Croydon is stocked full of bargain food – but is unlikely to ever sell a single tin of beans.

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After cheap flights and hotels, now it's easyShop: Airline boss unveils first cashless supermarket

www.dailymail.co.uk - It will sell low-cost unbranded food in cheap locations aimed at people 'on benefits' and in poorly-paid jobs.

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Founder of easyJet pledges 50p average price in his low-budget foodstore

www.theguardian.com - Stelios Haji-Ioannou mocks up easyFoodstore in Croydon to demonstrate 'no brand' venture aimed at poorer households

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easyFoodstore planning decision: More flexibility required

keystonelaw.co.uk - The London Borough of Croydon advised the easyGroup against building outside the town's allotted retail zone at the end of May. Planning lawyer Oliver Goodwin explains why the decision was disappointing in light of Croydon's recently adopted Core Strategy.

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Stelios's easyFoodstore Encounters Teething Problems

esmmagazine.com - Sir Stelios Haji-Ioannou's endeavoring to extend the "easy" brand into food retailing has hit a major stumbling block after a London council turned down his easyFoodstore launch proposal.

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EasyJet founder Stelios's budget foodstore fails to make it to checkout

The Guardian - Sir Stelios Haji-Ioannou's plan to extend the easy brand into food retailing has received a setback after a London council rejected his easyFoodstore launch plans.

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easyFood: Stelios goes from the check-ins to checkouts

The Observer - Serial entrepreneur Sir Stelios Haji-Ioannou is cautiously making plans to enter the budget supermarket sector.

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EasyFood: next item on Stelios Haji-Ioannou's menu

The Guardian.com - Stelios Haji-Ioannou has bought the freehold to the old office block opposite East Croydon station for the first EasyFood store.

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easyJet founder taking on supermarket discounters

The Financial Times - Sir Stelios Haji-Ioannou is poised to add supermarkets to his stable of Easybranded businesses, which spans hotels to car hire.

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Stelios grub is easy peasy

The Sun - easyJet founder Sir Stelios Haji-Ioannou is to launch a budget grocery shop called easyFoodstore, taking on low-cost rivals LIDL and ALDI.

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easyJet plans to open pilot food store

Food Production Daily - Sir Stelios Haji-Ioannou, founder of EasyJet is planning to open a discount food chain selling no-brand-name packets and tinned foods in 2014.

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Easyjet to launch first budget supermarket in Croydon

Croydon Advertiser.co.uk - easyJet founder Sir Stelios Haji-Ioannou is to launch a nine-storey "easyBuilding" in central Croydon, including his first budget supermarket.

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EasyJet founder Stelios to open budget supermarket 'experiment' in Croydon

Croydon Guardian.co.uk - The founder of budget airline easyJet is to launch a cut-price supermarket business, beginning with a store in Croydon.

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Stelios is set to take on budget supermarkets

cityam.com - On the ground floor of a tower block in Croydon, Sir Stelios Haji-Ioannou plans to open the first of many low-cost supermarkets under his Easy brand.

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Stelios stores aim at cheap food market

heraldscotland.com - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food retail business to undercut budget supermarkets Aldi and Lidl.

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EasyGroup to launch budget supermarket in UK

iol.co.za - London - EasyGroup chairman Stelios Haji-Ioannou said on Sunday he planned to open a low-cost food retail business in Britain, easyFoodstore, aimed at undercutting prices at German discount grocers Aldi and Lidl.

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Sir Stelios Haji-Ioannou confirms easyFoodstore pilot store will be in Croydon

The Drum.com - Following on from yesterday's revelations that easyJet founder Sir Stelios Haji-Ioannou is to launch a budget supermarket chain - easyFoodstore, the entrepreneur has confirmed the pilot store is to be set up in Croydon.

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Sir Stelios responds to press speculation

easyGroup - Following recent press speculation concerning the registration of easyFoodstore.com as a trademark and setting up of a holding website, easyGroup chairman Sir Stelios Haji-Ioannou has today clarified the nature and scope of this new brand extension.

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Easygroup looks to open budget supermarket chain

bbc.co.uk - The founder of Easyjet, Sir Stelios Haji-Ioannou, is to launch a low-cost grocery business, aimed at undercutting the likes of Aldi and Lidl.

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EasyGroup hopes to take on Aldi et al with budget supermarket plan

The Guardian.com - Sir Stelios Haji-Ioannou announces pilot site in Croydon for easyFoodstore, which will concentrate on basic foodstuffs

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EasyFoodstore: Stelios to launch low-cost supermarket

standard.co.uk - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food retail business to undercut low prices offered by budget supermarkets Aldi and Lidl.

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EasyJet's Stelios To Launch Budget Grocery

news.sky.com - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food retail business to undercut low prices offered by budget supermarkets Aldi and Lidl.

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EasyJet boss Stelios plans to add supermarket chain to his budget portfolio

mirror.co.uk - The billionaire founder of easyJet plans to launch a budget supermarket.

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Sir Stelios plans easyFoodstore to slash weekly grocery bills and beat bargain rivals

metro.co.uk - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food store business to rival budget supermarkets Aldi and Lidl.

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EasyJet founder to launch grocery

Manchester Evening News.co.uk - EasyJet founder Sir Stelios Haji-Ioannou is launching a low-cost food retail business to undercut low prices offered by budget supermarkets Aldi and Lidl.

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easyJet founder to take on big supermarket chains with launch of budget easyFoodstore

dailymail.co.uk - The billionaire founder of easyJet is to launch a budget supermarket to take on the likes of Tesco, Asda, Sainsbury's and Morrisons.

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