A DISCOUNT supermarket from the founders of EasyJet in East Croydon is stocked full of bargain food – but is unlikely to ever sell a single tin of beans.
EasyGroup has created a mock-up of its previously planned no-brand EasyFood store, in Addiscombe Road, on the first floor of the former MetLife office, opposite the 50p building.
But after Croydon Council indicated it would reject any application for the store, it is unlikely EasyGroup will ever try to open a fully-operational shop on the site.
Complete with unbranded tins and packets of food and EasyGroup's trademark orange decor, the mock-up version has been built to demonstrate the "no brand" venture and a focus group trial is to begin soon.
EasyGroup spokesman Richard Shackleton said other sites in areas they deem as having socio-economic need were being looked at – including in Thornton Heath.
Mr Shackleton said: "The whole future of the project depends upon being able to find sites. We are looking for freehold properties of about 1,000 to 1,500 square feet.
"It might not be in areas right in the town centre, but it has to be somewhere where there is significant footfall.
"It also has to be in a part of London where there is a socio-economic need. We won't be looking to open them in Mayfair."
EasyGroup founder Sir Stelios Haji-Ioannou has promised a 50p average price on the goods which mainly include basics such as baked beans, instant coffee, pizza and chips.
The spokesman said the prices would all be cheaper than the mainstream supermarkets.
The mock-up is not yet completed, but sits under what EasyGroup hopes to open as an EasyHotel and EasyGym.
The group backed off from the EasyFoodstore application so as not to hinder the hotel plans with the council.
The council indicated the food store would be rejected because of its size, location and council zoning policies.
A council spokesman said there is no planning breach with the mock-up because it was still within the A2 office use class of the planning framework as it comes under 'research and development'.