The easyFoodstore has been forced to shut its doors just days after opening because its 25p deals prompted shoppers stripped the shelves bare.
The store, set-up by eastJet founder Sir Stelios Haji-Ioannou, opened in Park Royal on Monday, but is now closed until stocks can be replenished.
On Wednesday lines of customers were photographed waiting to get inside the shop which, as an introductory offer, offered all 76 items for 25p, meaning a savvy shopper could bag the entire range for £20. Grocery items include noodle pots, sardines, tinned spaghetti hoops and chocolate-chip cookies.
The easyFoodstore has closed days after opening after shoppers stripped the shelves bare
The shop, which bears the slogan, “No expensive brands. Just food honestly priced", was closed at 4pm on Wednesday when the last items were sold.
A spokesman for easyFoodstore told the Evening Standard: “The level of interest has been completely overwhelming. The last people through the door today had travelled up from Canterbury.
“We anticipated we had enough stock to last a couple of weeks but it has just gone in a day and a half.”
The spokesman said the shop is expected to re-open on Friday morning, once shelves have been restocked.
Stelios Haji-Ioannou in his new easyFoodstore
Sir Stelios told The Telegraph that his shop was another way "the easy brand can serve the less well-off".
Since creating the budget airline Sir Stelios has had mixed success. EasyBus and easyHotel have generated profits, but easyCinema was a failure and easyInternetcafe lost more than £100m, the Guardian reported.
For the month of February, everything in the store is being sold for 25p
Sir Stelios added: "Given my experience in distributing food for free in Greece and Cyprus , this is a more commercial attempt to sell basic food for 25p per item to those less well-off in the Park Royal , London area."
He is being supplied in his new venture by Euro Shopper, a brand produced by Dutch non-profit buying alliance AMS which works on behalf of ten other European retailers, including Kesko in Finland and Esselunga in Italy, The Telegraph reported.
In 2013, Sir Stelios said the widespread use of food banks sparked his interest in the food retail market.
He has also previously she that he believed that there was a gap in the food retail market "a niche below some of the current budget operators such as Aldi and Lidl".
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