CHEAP as chips has never been more true in Cheltenham, with the opening of a new cafe selling meals for just 99p.

Everything sold at Bon Appetit 99 – including sausage and mash, slices of pizza, jacket potatoes, pasta and breakfasts – is available to customers for less than a pound.

Cheltenham businessman Tam Emirali, who is behind the new High Street cafe, said: "The idea has been in my mind for a long time and now is the right climate for it to work.

"It is a completely new concept and we do try to give customers value for money.

"We know what sells and what does not. We have done the numbers and we know it will do well.

"Everything is made fresh on the premises daily and a lot of our products are well-known brands.

"We provide value in difficult times, but customer satisfaction is very important to us."

The 51-year-old, who is running the business with his brother-in-law from France, Mohamed Barouk, has plans to expand from Cheltenham.

The Prestbury man, who has run businesses in the town for around 30 years, aims to see franchised stores across the country's high streets.

Plans are already under way for a Dublin Bon Appetit 1.5 Euros to open up in two months.

Mr Emirali said: "I wanted to open up in Cheltenham first as this is my hometown and a way I can give something back. I know it will not be the final one to open.

"The cafe is affordable and so reaches out to everybody in all parts of the community and caters for everybody – from the elderly to kids."

Mr Emirali has been planning the cafe, in the former kitchen shop next to Tesco, for 12 months.

Buying products directly from the manufacturers in high volume and working on a lower profit margin have helped keep the prices at 99p.

He said: "There's been a constant flow of customers since we opened up and trade has been very good.

"All the feedback since opening has been positive and disbelief that we can do it for so little.

"People seem to have enjoyed it and like the relaxed atmosphere.

"At one point on Saturday we had around 100 customers and one man came back in four times as he said it was cheaper than doing it himself."

Tim Calway, from the town's Federation of Small Businesses, said the cafe deserved to do well.

The chairman of the Cheltenham branch added: "It is certainly an excellent idea and the type of thing people are looking for. Everybody is looking for that new venture.

"It will be amazing if he can make it work with such low prices, particularly in the food industry.

"But I would have thought it would hit the spot with people looking to save a bit of money."

OPINION, P8