BICESTER’s first discount supermarket has opened its doors – ahead of two rivals which are also planning to launch stores in the town.

More than 100 people queued at the door last Thursday morning, ready to grab a bargain at Lidl, in Launton Road.

Town mayor Richard Mould cut the ribbon to officially declare the store open.

The shop was the German chain’s 562nd in the UK and managers expected to see about 2,000 customers on its first day.

Regional director Martin Bailie said: “Most people want to have a nosey or shop. We will probably have around 2,000 customers today.

“I think Bicester wanted something different and we are definitely going to give them something different.

“It’s important for us being the first discount store.

“Sainsbury’s and Aldi are also opening in Bicester, so it was important for us to get in first.

“I’ve spoken to customers and they’ve said Tesco should not rule the roost. We are very proud of what we have done.”

Bicester has previously been dubbed “Tesco town” because there are six Tesco stores, including two supermarkets, one in Sheep Street and the other in Pingle Drive.

But the new town-centre development will be anchored by a Sainsbury’s supermarket and Aldi also has planning permission to build a store at the former gas works off Launton Road.

The new Lidl has employed about 25 people in full- and part-time roles Mayor Mr Mould said: “It’s an impressive store. I’m sure it will do well.

“It’s nice to give our resident retailers some competition.”

Shopper Kumari Kailla said: “It is ideal for me, as I work next door, otherwise I would have to go into town and pay 60p to park.”

But the shop, with a 75-space car park, has not been without controversy.

Cherwell district councillors went against officers’ advice, which was to reject the Lidl plan for the former CCH Editions building.

Officers said there were better sites for retail development and the land should be used for light industry.

But councillors successfully argued that the supermarket would create jobs, give much-needed choice for shoppers and would revitalise the area.

The building, called Publishing House, had been empty for about five years and has now been demolished.

Four trade counters or shops, with 24 parking spaces, is currently under construction and is expected to be finished by the end of April.