The first easyFoodstore, which opened in north London this week, has been forced to close for the day (Thursday) after running out of stock due to publicity over its 25p promotion.
The latest low price venture from easyJet founder Sir Stelios Haji-Ioannou (pictured) aims to fill the gap between discounters such as Aldi and Lidl and food banks.
The company said in a statement: “The reason for this store closure is that due to the huge publicity that our 25p promotion has attracted, we have had queues of customers coming to shop today 3 February and hence we sold out all our stock of food items today.
“Unfortunately our usual suppliers are unable to meet the demand in order to restock the shop again fully until Friday.”
For the month of February all 76 products will be sold at 25p, before rising to about 50p in March.
The store mainly stocks Booker’s own brand Happy Shopper and Euroshopper products, as well as Bestway’s Best-in products.
One Premier retailer told C-Store he was worried that the store would devalue the Booker brands.
The store is located on Park Royal West , just off the North Circular Road, in London’s zone three.