The new store will be designed to occupy the niche one step down from Aldi and Lidl. A website has already been set up and a proposals for a pilot site in Croydon are in discussion. Ioannou planned to open the first store in an office block at his easyGroup company, which also holds his easyGym, easyOffice, and easyHotel ventures.
Ioannou was inspired to take on this new challenge by the number of foodbanks being used in the UK and his own experience with “food for the heart” charitable program.
“I hope that a commercially viable venture offering affordable food will help many people in need as well as producing a viable return for the capital employed,” says Ioannou in a press release.
If the first store shows that there is a need, there is a chance that there will be more easyFoodstores rolling out in 2014.