EasyJet recently opened an EasyFoodstore selling food items for 25p. 25p?! Now that's very cheap. There must be more to it that to challenge places like Aldi or Lidl.
Stelios Haji-Ioannou, founder of EasyJet and now of EasyFoodstore pitched the store as 'No expensive brands, just food honestly priced'. The similarity between the EasyJet strategy, offering affordable, accessible flying option is clear. But is this idea sustainable? Could it be a marketing stunt?
With some customers traveling from Canterbury, we can see there is large market for affordable food, as there is for affordable flights. So much so that EasyFoodstores had to close down after 2 days of opening as they ran out of stock.
Or is this just a chance to raise awareness of the EasyGroup family overall? Perhaps linking those who spend minimal amounts on food to the idea of taking a cheap flight. Making it seem like a real possibility.
It would be very interesting to see if it has affected airline bookings, or the EasyGroup's ROI. In any case I am curious to see EasyGroups activities over the next few months.
EasyFoodstore was pitched as a place to find "no expensive brands, just food honestly priced" with a range of only 76 essential non-fresh grocery items priced at 25p. The offering quickly attracted attention from the nation's press as people flocked to the store in London's Park Royal West.