The easyFoodstore outlet in north London, which because of its popularity had to temporarily close to restock itself, is to bring in a new shopping rule that will mean each individual can only purchase ten of each product, TheGuardian.com reports.
This means shoppers can buy ten bars of chocolate and ten packets of pasta etc., but not 11 packets of pasta. Recently, people queued for over an hour to gain entrance to the store, often travelling long distances to do so.
At present each item costs £0.25, though this will rise to £0.29 throughout March and April.
A spokesperson for the new business said, "The idea of this store is to specifically target the most needy, not to help out our competitors in the convenience store market."
Its founder, Stelios Haji-Ioannou, says its purpose is to fill “a gap in the food retail market – a niche below some of the current budget operators such as Aldi and Lidl."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
