EasyFoodstore is the easyJet founder Sir Stelios Haji-Ioannou's latest venture – an ultra-budget grocer for people struggling to put food on the table. Outside, an orange sign announces his big idea: “No expensive brands, just food honestly priced.” He is about to open up a focus group trial store in Croydon where he pledges a 50p average price that features basic non-branded products. He tried before to open up a budget cinema which was not a success, so what will make this venture work?
