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secrets of supercheap shopping Episode 1 Engsub
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00:02For decades, the big-name supermarkets have dominated the high street.
00:06A weekly shop for us is like way more than it was last year.
00:10But now the game has changed.
00:14Wallets are shrinking.
00:15Do you like a bargain? Like, is that a question that anybody needs to seriously answer?
00:20And prices are soaring.
00:22It's scary when I'm walking up to the tills.
00:26Enter the discount disruptors.
00:28We take on the supermarkets by removing the friction.
00:32It's Christmas!
00:34The cost of living crisis is affecting everybody and we try and make it a little less painful.
00:40It's all about being cheaper than everyone else.
00:44They're making your shopping seductive.
00:47We'll take it to marketing and they will start to sexify it.
00:50Catching your eyeline by line.
00:52This is what's known as a shopper stopper.
00:54And tantalising your taste buds with the latest trend jacking.
00:57We sold 30,000 last week. Finger on the buzzer.
01:01Shall we be told?
01:03Eh?
01:05I order from here.
01:07From budget brilliance.
01:09See these milkshakes for the kids at a bargain.
01:11To next big things.
01:13This one is an all-time cracker.
01:15They're taking us beyond the shelves.
01:18I don't like the supermarkets.
01:19We're no fancy shelving.
01:20We're no big signs.
01:21It's no frills of us.
01:22And behind the scenes.
01:24This is where it all happens.
01:26It's a box of six bars for a panic.
01:29Yeah, I like it.
01:30To reveal the secrets of super cheap shopping.
01:34The bigger the sign, the cheaper the price, the more it's going to sell.
01:39You can beat the supermarkets.
01:46Coming up, the daddy of discount.
01:49This is one of our star items, you old umbrellas.
01:52And former boss of Pound World is back with a new bargain business.
01:56It's everyday stuff.
01:58We just make sure we focus on this all the time.
02:01So I love you and me.
02:03Oh, bless you.
02:04A one-woman superforce shares her secrets for taking on the supermarkets.
02:09I start at half past six in the morning.
02:12I answer people's messages and book orders then.
02:15The old-fashioned way.
02:18And the discount retailer that's shaking things up by selling premium products for a penny.
02:24We call it a science.
02:25It's science of surplus.
02:33Across the country, we're all cutting back and tightening our belts.
02:37And in Yorkshire, the renowned home of the thrifty,
02:41there's a rapidly expanding discount business
02:43that's tackling the big five supermarkets head on.
02:47There's always a market for value for money.
02:49And it's all about being cheaper than everyone else.
02:52Meet Chris Edwards,
02:53a.k.a. the Daddy of Discount.
02:56Chris has been in the discount game for over 50 years.
02:59And in 2003, he started Pound World, that was sold in 2015 for 150 million.
03:06How much?
03:07When we did sell Pound World, we actually had 320 shops.
03:14The new owners didn't have Chris's pound game pizzazz, and Pound World went into administration three years later.
03:21This is Chris in 2018, next to one of his shuttered shops.
03:26I'm sad.
03:27Deep down, I'm sad.
03:28What happened to our business?
03:30Pound World may have bitten the dust, but there was already something brewing in Chris's head.
03:34We got together and said, let's go, start all over again.
03:38I feel I'm bonkers, but it's just in my blood.
03:40It's something I just want to do, and I also feel we can do it.
03:44And he has done it, because that germ of an idea is now giving the supermarkets a proper run for
03:50their money.
03:50The shopper and our shops, they know that they're going to get value for money.
03:55The business was originally called One Below.
03:59The maximum price was always going to be a pound, but then we realised we couldn't hold the prices at
04:04a pound,
04:05so we changed the name from One Below to One Beyond, because everything with inflation and everything,
04:09the pound game, as we call it, had more or less finished.
04:13One Beyond is currently the fastest growing value retailer in the UK.
04:23With nearly 120 stores and lots of bargain-bagging customers.
04:28Nowadays, you have to buy things which are more affordable.
04:31I think you can trust that it's going to be cheaper than a main supermarket.
04:35It's got the everyday stuff that you always need that you never think of.
04:39People shop here for a lot of different reasons, but saving a few quid is number one on most people's
04:46lists.
04:47Sometimes in a supermarket you might get a deal, but generally things here are sort of cheaper overall.
04:53What I find frustrating in supermarkets is that the cheap stuff is always on sale as a special,
04:57whereas here everything is always cheap all of the time.
05:01The store sells everything from post-it notes to pet products for fashion-conscious canines.
05:07Look at that! Chewy button!
05:10Ah!
05:12In here, you can get a USB charging cable for 拢1.50.
05:17That's a fraction of the price of the cheapest supermarket.
05:20Face wipes, two for a quid, a 45% saving on the supers.
05:25And reading glasses, so you can see bargains better, for just 拢1.50.
05:30That's over 60% less than the cheapest of the big five.
05:35Nice!
05:38Today, Chris is popping in to inspect one of the five Leeds branches with one of his senior team, Damon.
05:44This is a typical One Beyond store.
05:48This has always been one of our star items, your old umbrellas.
05:52I first started selling these on Wakefield Market in the 70s.
05:57It was as good a seller then as they are now.
05:59And when it's raining outside, we're attending all the stores in order to wheel the stand out,
06:03so people again can see through the window and say,
06:05it's getting wet, let's have an umbrella.
06:07A major differentiator with the big supers is the emphasis on the first aisle the shoppers walk down,
06:14which is where in every store you'll find the first aisle regular sellers.
06:19Everything's repetitive, because it's regular, it's everyday stuff,
06:23it's cheaper than most places, so we just make sure we focus on this all the time.
06:28If you get them to get one or two items in a basket, they'll more likely shop the old shop.
06:33If they get past this aisle and they haven't got nothing in the basket,
06:37then we haven't done our job very well.
06:39So all the best sellers, the regular sellers, are all in the first aisle.
06:44One thing this shop does much louder and prouder than most supermarkets
06:48is saturate the store with some serious signage, shouting out the low, sorry, amazing prices.
06:56Retailing is make the customer aware of what you've got,
06:59and the bigger the sign, the cheaper the price, the more it's going to sell.
07:04There are star buys here and price drops there.
07:07And shelf talkers, small signs placed below products, help with the sell as well.
07:12This is a shelf talker, amazing value, this price is very clearly marked,
07:18and it's just to attract and we just keep trying to get the sales going in any shape or form.
07:25In all the shops, we have one section that's seasonal.
07:30The seasonal stuff, that's what people come in for.
07:34And we give them special offers, trendy items.
07:37It's all rammed into one shop and there's so much thought process,
07:40it's got to go into it. We're working on every shelf every week.
07:43When it comes to the science of the shop floor layout,
07:47you might say Chris is the Albert Einstein of retail.
07:50And what's retail, Chris?
07:53Retail is detail.
07:57Whilst Chris is busy enticing shoppers into his 100 plus high street stores,
08:02over in Greater Manchester, another company taking on the supermarkets
08:06to save the shopper money is Discount Dragon,
08:08where customers buy online and have their goods delivered straight to their door.
08:15Perfect job. Rip bag. I know where that's going.
08:20Butts Mill in Wigan was once a bustling Lancastrian cotton mill.
08:24It's still bustling today.
08:26We had a promotion where we sold 60,000 ready meals in 24 hours.
08:31But the rows of weaving machines have been replaced with rows and rows of pallets,
08:37all stacked high with bargain buys.
08:39Chicken tikka masala coming out of our ears.
08:44This is Discount Dragon's home in the warehouse,
08:46or the dragon's lair, as some people call it.
08:49We get deliveries every single day.
08:51It could be anything from dishwasher, tablets, to chocolate bars, to chewing gum.
08:58The company employs around 100 people, from product pickers...
09:03Ooh, we have big orders!
09:06When we have big orders, you have to...
09:10..push in.
09:13..to pallet pushers...
09:14Probably the most amount of pallets I've had in a day,
09:16well over 120.
09:19You're just on your feet all day.
09:20..and the odd pampered pooch.
09:22Oh, Teddy, you're getting all the attention.
09:26Imagine if he gets a job off the back of this.
09:29With the lift in constant use, the stairs keep everyone fit.
09:36It's good to get your steps in.
09:38Do you know what? I do Stairmaster at the gym sometimes.
09:41I do, like, 50 floors. There's nowhere near as far as this.
09:45Ugh.
09:49The business model is simple.
09:51The company buys surplus stock from manufacturers and retailers
09:55at heavily discounted prices.
09:57We're able to buy surplus stock at a great price
10:00because it could be discontinued, it could be close to best before date,
10:04it could be a seasonal product.
10:05And here, SOS isn't just an ABBA classic.
10:08So we call it a science, the science of surplus.
10:13The business is the brainchild of MD Wayne Kirsch.
10:17The cost of living crisis, well, it's affecting everybody, isn't it?
10:21And we try and make it a little less painful.
10:24Wayne's been buying and selling online for nearly 30 years.
10:29That's Nero, black Labrador, nearly four years old.
10:33Love Labradors.
10:34Our previous dog was called Nando.
10:37What did you call Nando?
10:40Funnily enough, we sell the source.
10:45My early life selling online was all about eBay.
10:49I was absolutely eBay obsessed.
10:51And four kids' telecharacters.
10:53Tinky Winky, Dipsy, La La and Poe, I still remember.
10:58Proved to be his first money spinner.
11:00I actually got a tip off from someone in America to say
11:04that they're selling for $100 per set of fours.
11:07I think they were about 20 quid, 22 quid in Argos.
11:10I got the $100 when I sold them, all of that quids in.
11:14Cindy, if you're watching this in California,
11:16thank you very much for the advice that you gave me 27 years ago.
11:22The idea for the business came in 2022
11:26and a chocolate bunny was the catalyst.
11:29We sold candles for five, six years and then one day a supplier rang us up.
11:35Do you want to try some lint bunnies?
11:37Yeah, we'll give it a go, why not?
11:39And within two hours we sold these lint bunnies and it went from chocolate to crisps
11:44to just about anything that you could put in your mouth to eat.
11:48Lunch test.
11:51And Discount Dragon was born.
11:54And today, the business delivers heavily discounted food and drink
11:59to more than 20,000 customers a month.
12:02I order from here, regular.
12:05With prices, they say, are up to 60% below what you'd pay at supermarket tills.
12:11So how do they do it?
12:15Chief Operating Officer Paul Simpson is overseeing the day's new arrivals.
12:21We just had quite a big delivery of stock come in this morning.
12:24Perfect. How many more have you got to bring up?
12:27Ten more pallets.
12:30Foreign language labelling can sometimes be a reason food products
12:34can be snapped up cheaply.
12:36So this is a really good example, it's literally just come in now,
12:39which is in Hebrew, I believe, and it's actually sardines.
12:43Here's a really interesting one.
12:45It's Oreo flavoured Coke, but it's made for the Chinese market here in the UK.
12:50And because it's in Chinese writing, you know, it can't be sold in the normal retailers.
12:56So we'd be selling this for 拢11.99 for a case, and it would normally be 拢24.
13:02Another way the company keeps prices down
13:04is to sell products that have gone beyond their best before date,
13:07or BBD for those in the know.
13:10Best before date for these bars was last month,
13:13which is completely fine, completely safe, completely legal to sell.
13:16Best before date is literally just a guide for retailers,
13:20on when the product is at its absolute optimum quality.
13:24It's not unsafe to eat, unlike use-by dates,
13:28which are on things like milk, chicken, meat, etc.
13:32It's illegal to sell beyond use-by and unsafe.
13:35Where it's best before date, it's just a guide.
13:39Not everything is perfectly packaged.
13:41You know, you don't normally see juicy-through chewing gum like that.
13:44But what we'll do is take it to marketing, and they will start to sexify it.
13:47Yeah, you heard it right. He did just say sexify.
13:49What I mean by sexifying is just really make it jump out to customers when they go on the website.
13:55Chief sexifier is marketing assistant Sarah.
13:59I've got two products for you to work your magic on.
14:02There you go.
14:07We don't have any physical stores, so our shop front is online.
14:11So, therefore, it is paramount that our pictures look the best that they possibly can.
14:15This is a photo I've just taken in our studio.
14:18So, once I've generated that image, I'll upload it into the site,
14:22and then move on to sexifying the next product.
14:25We'll leave you to your sexifying, Sarah.
14:31Coming up, Dawn takes on the big five with her bargain meat packs.
14:36We take on the supermarkets by removing the friction.
14:39You can choose exactly what you want to your kitchen table.
14:42It's as easy as that.
14:44In Wigan, it's all about the one-penny deal.
14:46Each day we run our infra-penny promotions,
14:49where you doubt to be a genius, what is it?
14:52It's products for a penny.
14:54And Chris is on the lookout for the next big thing,
14:57before the supermarket's gotten on.
14:59Every so often, whether it be a toy item, whether it be a kitchen item,
15:02there's always something going on.
15:03And if you're good at your job, you're on it.
15:10Across Britain, we've all noticed that a visit to the supermarket
15:14is hitting us harder in our pockets.
15:16The supermarkets are definitely not on our side.
15:20Don't know if they're laying golden eggs these days,
15:23but they might as well be the price of them.
15:26And one product is particularly pricey.
15:29Prices of meat have just insanely increased over the last few years.
15:36Rural Wales is perhaps an unlikely location for a meaty food fight
15:40with the big five supermarkets,
15:42but one woman here is really taking it to them.
15:49Hello, Dawn speaking.
15:51Just a second.
15:53Right, what we have in love?
15:55Five rump, sirloin, the chicken steaks.
15:57That one for 拢40, is it?
15:59I've got it, my lovely, yes.
16:00So I love your meat.
16:02Oh, bless you.
16:03Meet the Meatmeister.
16:05So that will be 拢46.99 with delivery.
16:08Yeah, that's no problem.
16:10AKA Dawn Brightwell.
16:11The super force that is Dawn's bargain meat packs.
16:15That's one order complete for the day.
16:17Many more to come.
16:19I start at half past six in the morning.
16:22That's every morning.
16:22Having a quick cup of tea and having to catch up on last night's messages
16:26because overnight it's so busy.
16:29There's even messages coming for meat orders at two, three o'clock in the morning.
16:33Bradford Last Dawn has a refreshingly low-tech approach.
16:37I answer people's messages and book orders in the old-fashioned way.
16:40Let's keep all the costs down and then the consumer at the other end
16:44can benefit from the low price.
16:46Dawn works with the wholesalers and uses a social media page
16:50to post their meat offers and prices.
16:53And the orders that come in
16:55are packed by her son Tyler at the wholesalers in Yorkshire
16:59that supplies all the meat.
17:02Deliveries come from the back door there.
17:04Beef there, etc.
17:06Lamb, gammon, chicken, pork.
17:10That's how we roll in the fridge.
17:13Anyone that knows meat, not to be a brainiac or a genius,
17:17you can tell.
17:19That's a nice bit of ribeye steak.
17:20It's got a nice bit of fat in it there.
17:22And that'll eat absolutely splendid.
17:25The meat business is in Dawn's blood.
17:28Bacon butter time.
17:29From a young girl, I was brought up in the butchering world
17:32as my dad was in his own.
17:34Hello, Dawn speaking.
17:36Yeah, no problem. Just bear with me.
17:38I'm looking straight away.
17:40I'm just going to the office now. One moment.
17:42Take your time, you're all right.
17:44How are you doing, love? Are you all right?
17:47Another order.
17:49This is how you have to run every day.
17:51Basically, as I was born into the butchering world, so to speak,
17:55my dad was a butcher and I was brought up with it continually.
17:59Worked with my dad for absolutely years and years and years.
18:03And when social media became a thing, Dawn spotted an opportunity.
18:08I decided, just one day, what if I picture some little bits of meat
18:12on the block where we was working, me and my dad,
18:14and show the public that if we put that, that and that together,
18:17they could have it at this certain price.
18:19I got eight sales straight away from me doing that.
18:23And that's where it was born.
18:25And that idea for selling meat on social media
18:28has now expanded into a nationwide network for meat lovers.
18:32What address, love, are we going to?
18:35Sorry.
18:36Sorry, yeah.
18:37That Dawn runs from the farmhouse she shares with her husband, Terry,
18:41who loves his grub.
18:43As long as I get better, I'm happy.
18:45You've got to do it all, don't you?
18:48And daughter-in-law, Nelly, who helps with the business.
18:52Just see if you can pull him up on that,
18:54while I deal with these hard as love plays.
18:56I know you're waiting for a delivery today.
18:59We are just waiting on the fresh chickens to arrive.
19:02What time is your barbecue for, darling?
19:04I'll put leads on the first run for him.
19:06Right, we can get leads on the first run, love.
19:09Bye, love, bye-bye.
19:10Can you be checking orders with them?
19:13Halfway? Can I have the case? Have an incident?
19:16Halfway, baby.
19:19The key to Dawn's low prices is something called forecast fallout.
19:23That's a new one on me. Over to you, Dawn.
19:27Forecast fallout.
19:29Supermarkets, for instance, would anticipate that in springtime
19:33they would sell a lot of land.
19:34But they would probably overbuy for their supermarkets,
19:38but that would now become a reduced cost to our wholesalers
19:41what they haven't sold at that time.
19:44Hello, Dawn speaking.
19:46It's what, love? Which park?
19:48Just one second, darling.
19:50So somebody get my pen and paper. Hold on.
19:53Fizzy woman is our Dawn.
19:55The forecast fallout is, them legs of lamb,
19:58we can sell them as a cheaper product by boning out
20:01and doing us minted lamb kebabs in this time of year.
20:06You've heard of freedom fighters, but our Dawn's a friction fighter.
20:11We take on the supermarkets by removing the friction,
20:14from having to travel to supermarkets,
20:16having to queue and having to look on the shelves.
20:18It's the personal touch, the personal service.
20:22You can just simply go on social media and contact me
20:25and choose exactly what you want to your kitchen table
20:28and it will be there delivered to you within a 48-hour timescale.
20:33The weirdest message I've ever had,
20:36Dawn, I bought some sausages yesterday,
20:38I'm just wondering, we're cooking them in the microwave,
20:40can you tell me how long you would cook them sausages in the microwave for?
20:43I said I'd never done them in a microwave, being as polite as I could,
20:47but hey-o, am I to know?
20:49Yeah, absolutely crazy some people.
20:54Dawn's sales strategy is similar to Discount Dragons.
20:57She uses discounted cuts left over at the wholesalers,
21:01often after they've supplied supermarkets and high streets,
21:04and creates meat bundles that comply with the usual food industry standards
21:09and always come with a snazzy title.
21:12We've done Chicken Fillet, Evan, Bag & Buster,
21:15Razzle Dad's BBQ Fandango with last week's offer.
21:19And Tyler's on standby to put together a brand new bundle,
21:23which is a mix of UK and imported products.
21:27Hello.
21:27Hello, love, are you all right?
21:29Not so bad, are you?
21:31Yeah, I'm all right, love.
21:32Right, I've thought about what pack we could do this morning.
21:36Right, so, a kilo of belly slices,
21:39a kilo of black garlic and sirloin steak, do you agree with that?
21:42Yeah, yeah.
21:43Black bean chicken stir-fry sizzler.
21:46Stir-fry, yeah.
21:47Some tandoori, pork chops.
21:48And a kilo of sausage.
21:50Kilo.
21:51And that's it, I think, on that pack,
21:53because we can do that, believe it or not,
21:54at that 50 quid mark and I think it'll go well.
21:56Right, I've got that marked down now.
21:58So, would you execute me that pack, love,
22:00and send me a picture as soon as you can?
22:03It certainly will do.
22:04All right, love, thank you.
22:06No problem.
22:06Bye, love, bye.
22:08Better crack on.
22:09That will be sent within the next half an hour to my mobile phone,
22:14then that will be uploaded straight to my social media site
22:17with the price on for people to order it for delivery.
22:20That's how that process works.
22:23Right, time to chow down on those bacon butties.
22:26Brown sauce, of course.
22:29What's the verdict, Terry?
22:31You don't know what you're missing.
22:37As a nation of shoppers,
22:39we're all trying to cut the cost of our weekly shop.
22:42And 100 miles away from the bacon butties in Carnarvon
22:46is a company that's doing just that.
22:48Get a wriggle on, Sarah.
22:50I'm late.
22:5426 pallets has just turned up.
22:57Ah, right, half one.
22:58Ah, right.
22:59Right, all right, no worries.
23:00He just said nine.
23:03Monday morning, start of a new week.
23:06It's a busy butt's mill,
23:08as the Discount Dragon team get ready for a new week
23:11of surplus stock selling.
23:13Best steps you never get used to.
23:15It doesn't matter how many times you go up,
23:16and they wonder why we're slowing me get up top.
23:23Unlike the big supermarkets,
23:25the company has no physical stores
23:27and all the sales come through the website.
23:30And one sure-fire way of attracting people to the site
23:33is by flogging stuff for just a penny.
23:36Each day we run our In For A Penny promotions
23:40where you don't have to be a genius.
23:42What is it? It's products for a penny.
23:44And today's one-penny deal is already in full swing.
23:48We've already launched today with these M&Ms at a penny.
23:52Pretty big bag.
23:54I think they're five or six quid in the shops.
23:56So they're live right now.
23:58But the super popular penny deals don't last long.
24:02And the DD mantra is wicked.
24:04Tell them, Wayne.
24:05Deals don't last forever, they do come and go.
24:07You've got to be quick because when it's gone, it's gone.
24:11Morning.
24:12Oh, amazing.
24:14So thinking about this week's penny deals,
24:16we want to get the next seven days planned.
24:19At the Monday morning marketing meeting,
24:21the next one-penny wonders are agreed on.
24:25These will all be lost leaders, sold for almost nothing,
24:28just to attract customers and generate a buzz.
24:31If we just go through the days of the week,
24:33what have we got covered?
24:35Tuesday, we're looking at the C4 energy drinks, the watermelon.
24:39A penny? A penny, yeah.
24:41So what's a penny on Wednesday?
24:44Wednesday is an important day for the marketing team,
24:48as they've splashed out on a TV advert that will go out at 7am.
24:52With TV in mind on Wednesday morning, what do you think about Kellogg's Nutri-Grain?
24:59It's a box of six bars for a penny.
25:02Yeah, I like it.
25:03You see the advert on telly, you go on DD, in your face, Kellogg's.
25:08Yeah.
25:09For a penny.
25:09Yeah, it's a big name.
25:10Yeah.
25:11It's a morning product, so I think it ticks all the boxes.
25:14All agreed.
25:15Agreed.
25:16Agreed.
25:16Job done.
25:19With the TV ad on Wednesday, Sarah needs to sexify the breakfast bars that will be the one penny deal
25:26that day.
25:27To identify the savings, we do include the RRP.
25:31I know that one, that's recommended retail price.
25:33We've got our sale price there for a penny, the RRP, and then the saving that the customer will ultimately
25:40be receiving.
25:41This promotion is going to be running on Wednesday, following the TV ad in the morning.
25:46With it being a penny special, it is going to sell pretty quick.
25:50Just finishing with some little touches, and then it'll go live on Wednesday.
25:5750 miles away across the Pennines in Leeds, they're not sexifying, but they are trend-jacking.
26:05The don of discount, Chris Edwards, is the boss of One Beyond.
26:09You've got to be on it every day.
26:11Currently the newest and fastest growing value retailer in the UK.
26:16And jumping on trends, or trend-jacking as it's referred to in the trade, is a core part of the
26:22business.
26:23The business depends on trends.
26:25The biggest trend I remember was going back in the 80s, was the Rubik cube.
26:30They were queuing for them.
26:32Every so often, whether it be a toy item, whether it be a kitchen item, there's always something going on.
26:37And if you're good at your job, you're on it to improve your sales.
26:42And the latest trend Chris is pinning his hopes on, is freeze-dried sweets.
26:47Welcome to Exploded Sweets, this is our headquarters.
26:50And this is where it all happens.
26:5485 miles away in Nottingham, is the HQ of the brainchild of couple Amy and Simon.
27:01Are we doing this here?
27:02This is it.
27:03I haven't even looked in the mirror.
27:04It's a shame about that spinach in your teeth, but you'll be fine.
27:07You'll be absolutely fine.
27:08Don't worry Amy, you look gorgeous.
27:11The duo's freeze-dried phenomenon is rapidly becoming one of the biggest trends in the UK confectionery market.
27:19Funnily enough, we started with vegetables and we wanted to make a product that was really healthy and we needed
27:25a freeze-dryer to do that.
27:27And Amy's friends told us one day, they've heard of these freeze-dried sweets.
27:31Amy said we should throw some of these sweets in the dryer and do it alongside with the vegetables.
27:35I had to be persuaded, didn't I, to do it?
27:38Well, yeah, it's not the first time.
27:40Simon's not a big one for change.
27:42Stop throwing me under the bus.
27:45We called it Exploded Sweets just because the freeze-drying process expands and explodes the sweets and it's unique.
27:51And it was unique.
27:54I can show you our process from start to finish and you can get a feeling for what it's like
27:59in a freeze-dried sweet business.
28:00Lead the way, sir.
28:03This is our pride and joy.
28:05This is our biggest freeze-dryer.
28:07It dries all our sweets for us.
28:08An example, we've got some popcorn mallows.
28:12It's really quite a straightforward process.
28:14All we have to do is take the raw sweet and we just put them onto the trays.
28:18So once the sweets are on the trays, we just slide them in.
28:24And we press go and it will dry over the next few hours.
28:28Oh, reminds me of trying to dry my knick-knack news when it's raining.
28:31After several hours, the sweets have been dried and they come out looking something a bit more like this.
28:36The freeze-drying process will remove all the moisture out of the sweets.
28:40That's where the crunchiness comes from.
28:41This was a start, very squishy.
28:43And this is a finished product, very crunchy.
28:47Oh, good demoing there, Lyn.
28:52The One Beyond buyers caught wind of the freeze-dried treats and quickly got on board.
28:59When the bags come off the packaging machine, they'll get boxed up and they'll wrap them onto these pallets
29:05and they'll get lowered onto the lorries and go to One Beyonds.
29:10It's a 24-7 business for Amy and Simon.
29:14Even when we're at home, we're never shutting off.
29:16There's always little bits that we can discuss and deal with.
29:19But we're still smiling.
29:21Can't be too bad.
29:22He just made us buy a tandem bike.
29:24So we actually are joined at the hip.
29:25They're not going to put that on Channel 4.
29:27They're not. I'm just saying that, are they?
29:28You can't put this on Channel 4. Bloody hell.
29:31The tandem store is staying in. Sorry, Simon.
29:34We do spend way too much time together.
29:36You're not going to use us either.
29:39Back in Leeds, the trending section is being stocked up with the exploded sweet treats.
29:45They're a trend item and they're selling like hell.
29:47And Chris is up for his first freeze-dried fix.
29:51I'm going to try these squishy bites. Freeze-dried.
29:58Good deal.
30:00Tickled your taste buds, Chris.
30:05Coming up, Dawn does some alfresco advertising for her latest meat pack.
30:10Good afternoon, my little lovelies.
30:12Hectic morning. Trying to find more bargains for you lot.
30:15This one is an all-time cracker.
30:17Chris reveals the choccy sensation that he beat the supermarkets to
30:21that's flying off his shelves.
30:23We sold 30,000 last week. Finger on the butter.
30:27And marketing mishaps in Wigan.
30:30Whole enquiries going on at quarter to seven on WhatsApp.
30:33Couple of people blaming each other.
30:42Speak to people on any UK high street about the cost of living and you'll hear the same comments up
30:48and down the land.
30:49It's just extortionate really. I think we are getting ripped off.
30:52Hmm. No, I have not noticed that the cost of my weekly grocery shopping is going up and up and
30:58up and up and out of control.
31:01I've been thinking about taking a Zen pick so it's to save on food, to be honest.
31:07But in Wales, there's a fight back.
31:10Dawn's Bargain Meats is exactly as it says on the tin.
31:13It is Dawn's Bargain Meat Packs.
31:16Dawn works with the wholesalers to take on the supers by offering low-cost meat packs,
31:21using up all of their supermarket surplus stock, keeping the prices down.
31:25And a key weapon in her arsenal is the picture pack.
31:30A photo showing a meat bundle that's available to buy.
31:34Up in Yorkshire, Dawn's son Tyler is putting the finishing touches...
31:39Just like that.
31:40..to today's picture pack.
31:42It's going straight to Dawn, is that now?
31:45Despite the low prices, Dawn says all of the meat is welfare checked.
31:51It's not because the meat's out of date.
31:53It's not because the meat's not quality.
31:56I wouldn't cut anything or send anything out on a tray that I wouldn't eat myself.
32:05Pick your feet up, baby, don't walk on your tiptoes.
32:08We've got the picture now from Tyler, so I've downloaded it.
32:11The next process now is to upload it to social media.
32:14We have named it the Summer Extravaganza.
32:17It's got a little bit of stuff in there for a barbecue
32:19and will be live for all the public to see and purchase within the next ten minutes.
32:23Dawn, she don't mess about.
32:25She knows what she's doing.
32:27The pack that Dawn calls a bulk bundle contains nine items
32:32and includes chops, steaks, pork belly, chicken and sausages.
32:37Add costs, 45 quid.
32:39If you have to work that out on an average, you'll just realise how cheap
32:42buying off someone like a small business like us,
32:45you're looking at about 拢58 of their prices.
32:48And someone small like me can offer it right to your door
32:50without even getting off your seats and driving your cars for 拢45.
32:54That's why we beat the supermarkets. Simple.
32:58A bold claim, Dawn, and a current surplus of beef and pork joints at the wholesalers
33:04has given Dawn an idea for another grabby meat bundle.
33:08I've got another idea that came into my thoughts of what I could do for this weekend.
33:13A really good barbecue pack.
33:14You're looking at like summer months now.
33:17It's all kebabs, skewers, burgers, sausage.
33:21It's all barbecue.
33:22You struggle to sell like a normal beef joint or a normal pork roast.
33:26So what we do there is, if they come in at a good price,
33:30we would do something else with them.
33:32So, for instance, the top side joint, we would carve down into cubes
33:36and we would make some peppercorn beef skewers with them.
33:38There's always another avenue for every cut of meat.
33:46Before she's even created the pack, Dawn heads to the hills
33:50for a bit of al fresco advertising.
33:53My husband drives me out.
33:55Lovely areas we can find in and around Wales where we live.
33:59What we do now is we do this video.
34:01It's my personal touch to say hello,
34:03instead of just from behind social media.
34:05This is what's known as social selling.
34:09And Dawn's a dab hand at it.
34:10Good afternoon, my little lovelies.
34:13How are we all?
34:13Hectic morning.
34:14Trying to find more bargains for you lot.
34:17OK.
34:18So we put a pack on earlier today that's a new exquisite one.
34:21But this one is an all-time cracker.
34:24Here we go.
34:25Let's get straight into it, guys.
34:26Right.
34:27We've got some massive ham shanks just being delivered.
34:30Then we are doing you a kilo of your minted lamb nibbler ribs.
34:35You're all going crazy on these.
34:37You're going to get a kilo of...
34:37Terry's just sitting back and watching the master at work.
34:40Mind you, he did drive her there.
34:41We need some punny punny drumsticks in there for the barbecue.
34:44And everything I've just told you is 拢29.99.
34:48Just absolutely crazy.
34:49Like I am.
34:50Crazy, crazy.
34:51Get your messages in right now.
34:53Love you all.
34:53Bye-bye now.
34:55And that is...
34:56Social media video of the day.
34:57Bravo!
34:58Top marketing.
34:59Inner field.
35:00A whole new meaning to free range.
35:04From videos in North Wales to TV ads in Greater Manchester.
35:09At the warehouse, it's Wednesday morning.
35:12And Wayne and Paul are watching their TV advert that went out earlier.
35:1624 cans of Diet Coke lime for just 拢29.
35:19She's loving that Coke.
35:20She does like that Coke, yeah.
35:219 pints tomato ketchup for just one tea.
35:24She matches the ketchup.
35:25Yeah, she does.
35:28And a Pringles multi-pack for just a penny.
35:30They've been a beast, haven't they?
35:32The Pringles.
35:32The Pringles, yeah.
35:33Unreal.
35:35The advert looks great, I think.
35:37They're pleased with the ad, but there's been a problem with the website.
35:40The one penny deal of the day wasn't changed in time.
35:44The plan was to feature Kellogg's product in sync with the advert this morning.
35:50I think I woke up about half six today.
35:53I checked the traffic on the website, which I do every morning.
35:56The traffic is already showing that it was too high.
35:59Send a message in the WhatsApp group, why is traffic so high?
36:02And the answer back to me was the TV station put the advert out earlier than we anticipated.
36:08So we weren't ready, we still had last night's offer on there.
36:12Whole inquiry's going on at, you know, quarter to seven on WhatsApp.
36:16Couple of people blaming each other.
36:18All the usual things.
36:20But listen, it's no biggie.
36:21And mistakes happen all the time, that was sort of out of our control as well.
36:24Yeah.
36:25So, you know, it's fine, it's not the end of the world.
36:27The serial didn't go this morning, I think we're on TV again tomorrow morning.
36:31We'll just shift it across and on we go.
36:34They may be putting marketing mistakes behind them in Wigan, but over in Leeds,
36:39it's all eyes looking forwards as they look for the latest crazes in commerce.
36:45Former boss of Pound World, Chris Edwards, knows a thing or two about monetising next big things.
36:51And he tries to be first to the fads.
36:54Every week, every day, there's something happening with something and you've got buyers in the business
36:58who keep their ears to the ground and find out what's coming next.
37:03But crazes and trends can go as fast as they come.
37:07Every child wanted a squishy toy not too long ago, but now they're residing in mid-isle mediocrity.
37:14Well, these squishies was a trend, but what we find is, especially with a kid's item,
37:19a trend can be red-hot seller and for no apparent reason, 48 hours later, it becomes apparent non-seller.
37:25You know, it's at the time and the secret of buying is to buy enough to fill the gap,
37:31but not have any left when they're not special anymore.
37:35But not all crazes crash and burn. Some linger on.
37:4012 months ago, extra-large drink tumblers were all the rage and they're still ticking over today.
37:47This was a trend item. If it keeps maintaining some kind of sales,
37:50then it becomes a regular item from being a trend item.
37:53And if they've already got two or three of these cups and they see another colour
37:56and it's value for money, they'll have another one.
37:59Chocolate's always a big hitter when it comes to sales
38:02and one of the biggest recent trends is this sweet tooth viral sensation.
38:07The moment this Dubai chocolate, we're selling thousands.
38:11Milk chocolate with a pistachio cream and tahini centre.
38:14It originated, guess what? In Dubai. Dubai or not Dubai.
38:18See what I did there?
38:19Apparently, Marks and Spencer's were the first ones to touch this Dubai chocolate,
38:23but they had it in big bars for 拢10.
38:25And we've managed to locate the smaller bar for 拢125
38:29and we were one of the first ones to get this size bar
38:32and we've never looked back with it so far.
38:34Finger on the butter.
38:38We sold 拢30,000 last week, even though it's coming to the end of the trend.
38:42Because we make it viable and the price is right,
38:46then you get people trying it without a doubt.
38:48Can I be honest, I've never tasted it.
38:50And don't forget, I'm on a diet.
38:52Oh, come on, Chris. Time to pop your Dubai chocolate cherry.
38:56Well, here we go, then.
39:04It tastes all right, it's good.
39:11Coming up, Dawn's meat is put to the test.
39:15We're having a family barbecue tonight.
39:17We're getting a bulk buy, so we've got lots of food to treat everybody.
39:20And Wayne sees if his one-penny breakfast bar's got the nation munching.
39:25Today's penny deal we put on the website at 6am, ready for the advert.
39:29So looking at the sales on that, do I think that's a success?
39:39In Wigan, Wayne is tackling the six flights of stairs
39:42at his Cotton Mill Company headquarters.
39:45There's 96 steps.
39:47I try and only do them once a day.
39:50But I sometimes check my heart rate on my watch.
39:53So right now, 103.
39:54Which I think is pretty decent.
39:57Resting rate, 71, I think, maybe.
40:00You're just showing off now, Wayne.
40:03Here we go.
40:05Head of creative, Niall, has just rocked up with a local speciality.
40:09Wigan kebab.
40:12Nothing finer.
40:15What have you got?
40:16Wigan kebab.
40:17Like it.
40:18Like it.
40:19Oh, the wing.
40:23Oh, aye, that's a good one, that.
40:25That's a good one.
40:26So what's in this wig and kebab then, Niall?
40:28Meat and my tart pie on a barn.
40:30Simple.
40:31Simple.
40:32Simple fee for a simple guy.
40:34So, not a kebab then?
40:40Yeah.
40:42That's good.
40:43Yeah, that's a good one, that.
40:45Do you want to find a bite?
40:46Go on, Wayne.
40:48Go on.
40:49Have opposite side.
40:50Go on, I'll feed it.
40:50Facebook be my baby.
40:52Go on.
40:53Go on.
40:53Go on.
41:00What do you think?
41:00Out of ten.
41:01Good aim, yeah.
41:02I'll take that.
41:04One foot.
41:04Can I have that in here?
41:06You want the foot?
41:06Go on.
41:08Go on.
41:10Go on.
41:10Go on.
41:11But not everything's as tasty today.
41:13After the fiasco of the last one penny promotional offer, the Kellogg cereal bars have now gone
41:19out as a one penny deal on the website.
41:22But Wayne's not dining out on the numbers.
41:24So today's penny deal, looking at the sales on that, only 112 sold.
41:30Do I think that's a success?
41:31I'd say not.
41:33It won't be running again.
41:35I don't like calling things a failure because everything is a learning process, you know.
41:39We never fail, we learn.
41:42What have we learned today?
41:43Don't give the cereal bar that prime position on a day when there's a TV advert.
41:48But the good thing is we're in such a dynamic game, if you like.
41:52We go again tomorrow for every bad day.
41:55We'll fix it and we'll have better days.
41:58Beating the supermarkets and giving cheap deals keeps Wayne buzzing.
42:03If someone says to me, Wayne, are you a workaholic, yes or no?
42:07Yeah, my answer's yes.
42:09You can never rest.
42:10It's a 365, 24-7 business.
42:14You could say surplus never sleeps.
42:17I'm extremely proud of the business.
42:19It's what I love doing.
42:20It's addictive.
42:28Hello, Dawn speaking. How can I help?
42:31Hi Dawn, I'm just wondering if you've got a rough delivery time.
42:33What postcode are you?
42:35From her farmhouse in Wales, Dawn Brightwell is making it cheaper for the nation to buy meat.
42:41You're going to be looking after half past one, I know that much.
42:46She's challenging the supermarket's hold on shopping with her cut price cuts that come directly from a wholesaler's surplus.
42:54And fresh from a trip to the high street, Dawn's doing a price comparison.
43:01We've got four quarter pound beef burgers, four lamb chops here.
43:05We've got 700 grams of pork chops on the bone.
43:08We've got one sirloin steak.
43:11We've got a kilo of chicken thighs.
43:14We've got 750 grams of lean, less than 5% fat mince.
43:19Chicken thighs a kilo with some pork loin steaks there.
43:23And last but not least, we've got some chicken breast fillets.
43:26So I've paid in the supermarkets for that for 拢41 and 拢21.
43:31I can produce you exactly what is there in front of you, weight for weight, lean for lean.
43:37I could do you everything on there today for 拢30.
43:40That's a saving of more than 25%, meaning cheaper chops and less expensive loins.
43:47I am heavily competing with supermarkets.
43:51This is all down to cutting out the middle man, working straight from the wholesaler and having low cost from
43:57working here from home producing orders.
43:59You can get things cheaper by shopping around.
44:02You can beat the supermarkets.
44:06150 miles away in Yorkshire, two of Dawn's customers, Karen and Jodie, are about to get a mass hoof meat
44:13delivery.
44:14We're having a family barbecue tonight.
44:15We're getting a bulk buy, so we've got lots of food to treat everybody.
44:23Who's at the door?
44:25Who's at the door?
44:27Right.
44:28Oh, thank you so much.
44:29You're welcome.
44:32It's Christmas!
44:36We've got some burgers.
44:38No fat meat steaks.
44:40And then we've got fry steak, a big pack of that.
44:44There's more meat here than you can shake a carving knife at.
44:46Spiced chicken fillets.
44:49Ten sausages.
44:50Turkey steak.
44:51Garlic drumsticks.
44:53Oh, that's really nice.
44:54Crikey ladies, is the whole of Leeds coming to this barbecue?
44:58And a garlic and herb pork loin joint, which is absolutely marvellous.
45:03We've had that before.
45:04So we've got all this for 拢100.
45:06At the supermarket, easily, probably about 拢160.
45:10I'd think about that.
45:12Yeah.
45:13It's a shame Don doesn't do alcohol.
45:17She doesn't do booze, and that's probably a good thing.
45:21But she is going to be marketing her meat for many moons to come.
45:25Oh, 100% meat's in my blood. There is nothing else.
45:29The brain is constantly ticking of what I can do with meat,
45:33what I can make a pack out of, and what name I can give that pack.
45:37That is what I live and breathe for.
45:38The wholesaler sold 97 of Dawn's 拢29.99 barbecue packs.
45:43And the summer extravaganza pack went out to 85 customers north and south.
45:48Not bad for a butcher's daughter from Bradford.
45:51I think your old man would be proud of your daughter.
45:54Bless his soul.
45:55The best thing that happened to me was being my dad's daughter.
45:58A wonderful man taught me everything I know to this day,
46:01from the early days in the market, selling meat on car boots.
46:05We did everything, me and Dad together, all the way through.
46:08So, yeah, it's very much in my blood as to what Dad did,
46:12and I followed his footsteps, and I'm proud of that to this day.
46:31We'll see you next time.
46:34We'll see you next time.
46:34Bye.
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