0:00:02 > 0:00:03The question I get asked mostly in here,
0:00:03 > 0:00:05believe it or not, is, "How much is this?"
0:00:05 > 0:00:06How much is this?
0:00:07 > 0:00:09That is the truth!
0:00:09 > 0:00:11How much are these shammies?
0:00:13 > 0:00:16They're shops with a magical formula.
0:00:16 > 0:00:18It must cost more to make than what they're selling at -
0:00:18 > 0:00:20how they do it I'll never know.
0:00:20 > 0:00:22Everything costs a pound.
0:00:22 > 0:00:25A pound? Oh...
0:00:25 > 0:00:27Bargain in itself!
0:00:27 > 0:00:30And some people have fallen under their spell.
0:00:30 > 0:00:32Football!
0:00:32 > 0:00:34This is the most expensive shop in the centre.
0:00:34 > 0:00:37You buy one thing and you find another, and then you find another.
0:00:37 > 0:00:38It's just so cheap.
0:00:38 > 0:00:39I like a bargain.
0:00:42 > 0:00:45There's now a pound shop in almost every town and city.
0:00:45 > 0:00:48Bloody brilliant. I love Poundworld!
0:00:50 > 0:00:54But for Chris Edwards, owner of the Poundworld empire,
0:00:54 > 0:00:56it's war.
0:00:56 > 0:00:59It's an insult to everything we try and stand for. It's ridiculous.
0:00:59 > 0:01:03It's a cut-price, cut-throat battle for survival
0:01:03 > 0:01:07against giant pound shop chains, and now the supermarkets.
0:01:07 > 0:01:10They was our breast sellers, and now we haven't got it in again.
0:01:10 > 0:01:12Somebody's made a big boob somewhere.
0:01:12 > 0:01:14And as customers get more savvy...
0:01:14 > 0:01:19Sometimes they are smaller sizes to cater for the pound customer.
0:01:19 > 0:01:23..it's a fight to find new tricks to keep the magic alive.
0:01:23 > 0:01:26We've saved a fraction by not including any underwear.
0:01:26 > 0:01:29She doesn't mind, she's got a smile on her face.
0:01:29 > 0:01:30This time...
0:01:30 > 0:01:33Who'd have thought ASDA would need to copy us?
0:01:33 > 0:01:37It's high stakes as Chris squares up to the big boys.
0:01:37 > 0:01:39Mr ASDA Man, have we got you worried?
0:01:40 > 0:01:44The little guy gets caught in the crossfire...
0:01:44 > 0:01:46I'm just afraid I'm going to lose my job.
0:01:46 > 0:01:47It's a big disaster for us.
0:01:47 > 0:01:50..and staff at the bottom are feeling the heat.
0:01:50 > 0:01:52How are we going to get this stock out?
0:01:52 > 0:01:53We ain't got anybody in tomorrow!
0:02:01 > 0:02:03Poundworld boss Chris Edwards
0:02:03 > 0:02:08likes to make surprise visits to his 200 shops.
0:02:08 > 0:02:11I don't know what that's doing in the gardening section.
0:02:14 > 0:02:16That's not how it should be.
0:02:16 > 0:02:18And it's every manager's nightmare.
0:02:18 > 0:02:19I'm just picking...
0:02:19 > 0:02:22- You seem to have a lot of stuff. - Yeah, I'm going to get round to...
0:02:22 > 0:02:23facing up, that's what we're doing next.
0:02:23 > 0:02:26It would have been nice to know about it,
0:02:26 > 0:02:28definitely nerve-racking.
0:02:28 > 0:02:32When I go into a store and it's dirty, I can't stand it.
0:02:32 > 0:02:34It doesn't go down with me
0:02:34 > 0:02:37because it's life and death, where the business is concerned.
0:02:40 > 0:02:43This shop is all right but it's not good.
0:02:43 > 0:02:46There's a lot of stuff laying about. Are you short of staff?
0:02:46 > 0:02:48- No.- Is staff not concentrating enough, do you think?
0:02:48 > 0:02:51Because we've been busy and people do tend to pick things up
0:02:51 > 0:02:53- and they do put it all over.- Yeah.
0:02:53 > 0:02:57For Chris, tidy shops are the key to success.
0:02:57 > 0:02:59Presentation is everything.
0:02:59 > 0:03:01Customers don't want to think they are buying out of date stock
0:03:01 > 0:03:02or inferior stock,
0:03:02 > 0:03:07it's all got to be well presented, to give the customer that confidence.
0:03:07 > 0:03:10It's a mantra he hopes will make his family firm
0:03:10 > 0:03:13Britain's biggest pound shop chain.
0:03:15 > 0:03:18But he's still got a long way to go.
0:03:20 > 0:03:24His biggest rival is twice his size.
0:03:24 > 0:03:28US-owned Poundland already has 500 stores
0:03:28 > 0:03:31and wants to grow to 1,000.
0:03:31 > 0:03:33Considering how big they are,
0:03:33 > 0:03:36to keep pace with them is, to me, is like a minor miracle.
0:03:36 > 0:03:38Everybody's got their competitors
0:03:38 > 0:03:41and you've just got to learn to deal with it - or walk away.
0:03:41 > 0:03:42We aren't walking away.
0:03:42 > 0:03:45It's a David and Goliath struggle...
0:03:46 > 0:03:50..and the latest battle ground is Peterborough,
0:03:50 > 0:03:53where another pound shop mogul is arriving at work.
0:03:55 > 0:03:57Hello, my name is Zaffer Iqbal.
0:03:58 > 0:04:01This is the oldest pound shop in Peterborough.
0:04:01 > 0:04:02You are most welcome here.
0:04:07 > 0:04:11These are fibre tips, pack of 30 for £1, that's a good value.
0:04:11 > 0:04:13All the sweets are for £1.
0:04:14 > 0:04:17What can you get for £1 nowadays?
0:04:17 > 0:04:20Customers do ask me twice, "Is it really for £1?"
0:04:20 > 0:04:22We say, "Yes, it is for £1."
0:04:22 > 0:04:24OK, just £1, there.
0:04:24 > 0:04:25Thank you very much indeed.
0:04:25 > 0:04:28I like it because it's a nice small shop
0:04:28 > 0:04:30and I use it quite often.
0:04:30 > 0:04:31You all right, love?
0:04:31 > 0:04:33- I'm all right, thank you. - You OK? Good.
0:04:33 > 0:04:36We are very friendly and we are very personal,
0:04:36 > 0:04:38and that's why they like to be coming back here.
0:04:38 > 0:04:41I come for the doggy's toys!
0:04:41 > 0:04:42And I like using the little shops -
0:04:42 > 0:04:46I mean, you've got to help the small man.
0:04:46 > 0:04:50Zaffer may be small, but he's tough.
0:04:50 > 0:04:54He's survived Poundland opening two shops close by.
0:04:54 > 0:04:57We worked hard to compete with them, and we succeeded.
0:04:57 > 0:04:59- Thank you, love.- Bye. - Nice of you.
0:04:59 > 0:05:00- See you Monday.- See you, then.
0:05:00 > 0:05:04I am very much proud of my shop. I'd like to go on for ever, maybe.
0:05:05 > 0:05:08But for ever might be a little optimistic.
0:05:10 > 0:05:14Just 50 metres away, trouble is brewing.
0:05:15 > 0:05:18Anyone got any questions they want to ask?
0:05:18 > 0:05:20Let's crack on, then.
0:05:20 > 0:05:22Poundworld is opening one of its biggest ever stores
0:05:22 > 0:05:25to take on Poundland's two shops.
0:05:25 > 0:05:27Have you definitely got someone on the cardboard and the rubbish?
0:05:27 > 0:05:29- Yep.- OK.
0:05:29 > 0:05:32It's going to have over 5,000 products,
0:05:32 > 0:05:35so the manager isn't worried about Zaffer's little shop down the road.
0:05:35 > 0:05:37We've got a much bigger variety here,
0:05:37 > 0:05:39and much bigger range, so, at the end of the day,
0:05:39 > 0:05:41I think we're just going to be very, very busy.
0:05:46 > 0:05:48It's a big disaster for us.
0:05:48 > 0:05:50As you can see we are the small retailers,
0:05:50 > 0:05:54and they are the big, huge companies, and they can survive better than us.
0:05:56 > 0:05:59I am very, very not pleased with it.
0:05:59 > 0:06:02Because I've been working here for quite a long time.
0:06:02 > 0:06:04As you know, it's difficult to find jobs nowadays.
0:06:04 > 0:06:07So, yeah, it is a disaster for me.
0:06:09 > 0:06:11Well, I'm used to here.
0:06:12 > 0:06:15Probably stay here, because everybody knows me.
0:06:15 > 0:06:17You know? Yeah.
0:06:17 > 0:06:20My opinion is, these poor guys are going to catch a cold.
0:06:20 > 0:06:22Definitely going to catch a cold.
0:06:22 > 0:06:26He can either try and bring his prices down or close up.
0:06:26 > 0:06:28This is something we are not going to give up.
0:06:28 > 0:06:32- Nope.- We will try to fight with them as much as we can.- Yep, yep.
0:06:33 > 0:06:35We'll see what we can do for it.
0:06:42 > 0:06:45- I don't think you've been in here for a while, have you?- I have not.
0:06:45 > 0:06:48Bloody hell!
0:06:50 > 0:06:54It must be a mile from one end to the other.
0:06:54 > 0:06:56No wonder we have no money!
0:06:56 > 0:06:59Chris is taking his 86-year-old mum Alice
0:06:59 > 0:07:02on a tour of his beloved warehouse.
0:07:02 > 0:07:04It's a bit different to the very first warehouse
0:07:04 > 0:07:06that I had under that staircase, isn't it?
0:07:07 > 0:07:11Chris built his empire from a single market stall.
0:07:11 > 0:07:13We used to store all our goods in tea chests
0:07:13 > 0:07:15on the market, didn't we?
0:07:15 > 0:07:18- In the lock-up. - And then in the lock-up, yeah.- Yeah.
0:07:18 > 0:07:24This lock-up supplies over 200 shops with millions of items every day.
0:07:26 > 0:07:28Oh, my God, will we ever sell this?
0:07:29 > 0:07:32Well, we sell this ten times over every year.
0:07:34 > 0:07:37The secret of how Chris grew this from a market stall
0:07:37 > 0:07:41is shared by all the pound shop giants.
0:07:41 > 0:07:43The fact is, we've cut out the middleman.
0:07:43 > 0:07:45We go to China, straight to the factory floor,
0:07:45 > 0:07:48bottom, bottom price, very tight margin.
0:07:50 > 0:07:52If you haven't got that kind of facility,
0:07:52 > 0:07:54ie office in China, Hong Kong,
0:07:54 > 0:07:57and working people over there, you can't survive.
0:07:57 > 0:08:02Bulk buying from China has turned some pound shops into retail giants
0:08:02 > 0:08:05and left others struggling to keep up.
0:08:08 > 0:08:12In Burnley, this shop is one of the casualties
0:08:12 > 0:08:15of the street fighting between the three big chains.
0:08:15 > 0:08:17Brick wall finish, that's what it's all about.
0:08:17 > 0:08:21Look down here now, whoosh! Brick wall finish.
0:08:21 > 0:08:22In Chris's Burnley shop,
0:08:22 > 0:08:26the management try to operate like a well-oiled machine.
0:08:26 > 0:08:28They've ripped and stripped this pallet down,
0:08:28 > 0:08:30they'll rack and stack it onto this trolley,
0:08:30 > 0:08:33they'll slide and glide it onto the shop floor, and then what they'll do,
0:08:33 > 0:08:36they're going to slice and dice and price and get it merchandised.
0:08:36 > 0:08:41Assistant Manager Ian constantly strives for retail perfection.
0:08:41 > 0:08:42I'm 100 mile an hour,
0:08:42 > 0:08:45and that's what you've gotta be in this fast-paced environment,
0:08:45 > 0:08:47today's 24/7, where people want it yesterday.
0:08:52 > 0:08:54This is all the time, all day, every day.
0:08:54 > 0:08:55Does he have lunch?
0:08:55 > 0:08:56I have no idea.
0:08:56 > 0:08:59I've seen him have a sandwich at the back here,
0:08:59 > 0:09:01so - he didn't sit down for that one.
0:09:01 > 0:09:05I don't even have time for indigestion, me, mate. I tell ya.
0:09:05 > 0:09:10There's no slacking here, cos 99p Stores is right next door,
0:09:10 > 0:09:14and they sell everything for a whole penny less.
0:09:14 > 0:09:17I'm passionate in the belief that if we provide a service
0:09:17 > 0:09:20and we provide the standards, the customers will keep coming back.
0:09:20 > 0:09:22Watch yourselves.
0:09:22 > 0:09:25Don't want any ambulance chasers in, do we?
0:09:25 > 0:09:26We're all frightened of losing business
0:09:26 > 0:09:28and that's why we work so hard,
0:09:28 > 0:09:31trying to achieve the best results that we can.
0:09:33 > 0:09:35Right, Jeff!
0:09:35 > 0:09:37Jeff is the shop manager.
0:09:37 > 0:09:40He makes sure everything is run by the book.
0:09:43 > 0:09:44Exactly.
0:09:44 > 0:09:46Sorry? Exactly?
0:09:46 > 0:09:49It's just the bell obviously superseded what I was doing,
0:09:49 > 0:09:51you see? So I just went down to see what it was.
0:09:51 > 0:09:54- This is a fire exit. - Yeah.- Fire door, keep shut.
0:09:54 > 0:09:57Fire down there, bunch of customers come running through,
0:09:57 > 0:09:58and trips right over that.
0:09:58 > 0:10:01- No, no, I understand reason why, yeah.- Just to make a point of it.
0:10:01 > 0:10:04Oh, yeah, no, that's fine, that's fine, I'll get these took upstairs.
0:10:04 > 0:10:08Well, I don't like it, really, when I have to speak to Ian like that.
0:10:08 > 0:10:10He's like a bull in a china shop, Ian,
0:10:10 > 0:10:13sometimes he doesn't think of the consequences.
0:10:20 > 0:10:25It's the summer, and the weathermen are predicting a heat wave.
0:10:25 > 0:10:28- Four for a pound, you can't go wrong, can you?- No.
0:10:28 > 0:10:31I don't blame you stocking up on the drinks.
0:10:31 > 0:10:32Even the Met Office have warned
0:10:32 > 0:10:35to look after the elderly and all the youngsters,
0:10:35 > 0:10:36cos this heat wave, they reckon,
0:10:36 > 0:10:39is going to be here till at least August, don't they?
0:10:40 > 0:10:43The forecast has given Ian an idea
0:10:43 > 0:10:46he thinks will keep them ahead of the competition.
0:10:46 > 0:10:48There's quite a large amount of drinks here at the moment,
0:10:48 > 0:10:51I've still got another two to three pallets, still,
0:10:51 > 0:10:53of drinks to strip down and put over there as well.
0:10:53 > 0:10:55He wants to cash in on the hot weather
0:10:55 > 0:10:59and has ordered more drinks than the shop's ever ordered before.
0:10:59 > 0:11:01The weather is absolutely fantastic.
0:11:01 > 0:11:04So I am making sure that I don't get caught out.
0:11:04 > 0:11:07But Jeff doesn't know what Ian's up to,
0:11:07 > 0:11:10and stockpiling goods is against company rules,
0:11:10 > 0:11:14cos it can cause shortages in other shops.
0:11:14 > 0:11:17Ideally, the head office would like nothing here at all.
0:11:17 > 0:11:19They want basically what they call zero stock,
0:11:19 > 0:11:22which is selling out there rather than being sat in here
0:11:22 > 0:11:24and collecting dust.
0:11:26 > 0:11:28But for his plan to work,
0:11:28 > 0:11:32they'll have to flog a record number of drinks in record time.
0:11:32 > 0:11:34Yeah, this will sell. There won't be a problem with this.
0:11:34 > 0:11:37Well, at least, let's hope so, anyway, definitely.
0:11:37 > 0:11:39And if they don't, then OK -
0:11:39 > 0:11:42I'll put my posterior on a bacon slicer, sort of thing.
0:11:45 > 0:11:48Ian's taking a big risk. If the drinks don't shift,
0:11:48 > 0:11:52then this man, regional manager Craig Atkinson,
0:11:52 > 0:11:56really will turn his backside into bacon.
0:11:56 > 0:11:59It's never a nice situation to have to go into a store
0:11:59 > 0:12:02and outline where people are going wrong
0:12:02 > 0:12:04but unfortunately that's part and parcel of the job.
0:12:08 > 0:12:12Today he's paying a surprise visit to Manchester's Arndale shop.
0:12:14 > 0:12:19At this moment in time, I'm absolutely shaking with anger.
0:12:19 > 0:12:21I don't like to see empty baskets,
0:12:21 > 0:12:23I don't like to see posters missing on beams.
0:12:23 > 0:12:25Can we have these cages off the shop floor, please?
0:12:25 > 0:12:27There's customers in the store.
0:12:27 > 0:12:30When stock comes in, they come in brown boxes.
0:12:30 > 0:12:33It's just not good enough, not good enough at all.
0:12:33 > 0:12:34We do not deliver this.
0:12:34 > 0:12:39And another of Craig's pet hates is managers stockpiling goods.
0:12:39 > 0:12:41It's dead money that's sat in the warehouse.
0:12:41 > 0:12:44We've really got to make sure that every single store manager
0:12:44 > 0:12:48appreciates how much money that can potentially be lost.
0:12:48 > 0:12:52Will Ian sell all his drinks before Craig pays a visit?
0:12:56 > 0:13:00In Peterborough, it's the countdown to the new store opening.
0:13:00 > 0:13:01I'm crapping it.
0:13:01 > 0:13:03Can you move these up, please?
0:13:03 > 0:13:06Well, it's opening, innit? It's special.
0:13:06 > 0:13:10It's a big day for the little pound shop, too.
0:13:10 > 0:13:12Zaffer is preparing for battle.
0:13:15 > 0:13:18I've tried to bring a different variety of the things in the shop,
0:13:18 > 0:13:22what they're probably not doing we will do to get the consumers in.
0:13:22 > 0:13:25Since his other rival Poundland opened two shops here,
0:13:25 > 0:13:29takings have dropped by 30%.
0:13:29 > 0:13:31I'm hard up paying these rents now
0:13:31 > 0:13:33I'm far behind to paying the rents,
0:13:33 > 0:13:35because the business is quite down,
0:13:35 > 0:13:38but it seems it's going to be more down.
0:13:38 > 0:13:41This will be a real test.
0:13:41 > 0:13:45Zaffer's competing against one of Poundworld's biggest ever shops.
0:13:45 > 0:13:49They've cheekily opened it next to ASDA and Iceland
0:13:49 > 0:13:51to attract their customers.
0:13:51 > 0:13:53There's already a crowd building.
0:13:53 > 0:13:57Yes. Some of them are actually ASDA staff, as well.
0:13:57 > 0:13:59Have they come to check out the competition?
0:13:59 > 0:14:02Hmm...I don't know. She's having a good look, I think she's a buyer.
0:14:02 > 0:14:04She's a buyer.
0:14:04 > 0:14:07Everything has to be spot on for this opening
0:14:07 > 0:14:10because perfectionist Chris is paying a visit.
0:14:12 > 0:14:14This is one of the competitors on the corner.
0:14:14 > 0:14:16Is that that small company, then?
0:14:16 > 0:14:19- Yes.- Yeah, them who think they're good at what they do.
0:14:20 > 0:14:23But it's not just pound shops they'll be fighting
0:14:23 > 0:14:26for a piece of the £1 pie.
0:14:26 > 0:14:29Who'd have thought ASDA would need to copy us, eh?
0:14:29 > 0:14:31You'd think they could come up with their own ideas of promotion
0:14:31 > 0:14:33rather than just copy a pound shop.
0:14:36 > 0:14:40Chris Edwards is out there now, get someone to give him a leaflet.
0:14:40 > 0:14:42Get someone to give Chris Edwards a leaflet, please.
0:14:42 > 0:14:45- Would you like a leaflet?- I would, thank you.- We're open at ten.
0:14:45 > 0:14:48I must say you're doing a good job there. Fantastic.
0:14:50 > 0:14:52- Hiya.- Morning.
0:14:52 > 0:14:55It looks like we've got some very smiley staff, which is good.
0:14:55 > 0:14:58I think the first instinct is, they've done a great job again.
0:14:58 > 0:15:00Right, good luck, everybody.
0:15:00 > 0:15:06Three, two, one...
0:15:06 > 0:15:08MUSIC: "Fiesta" by The Pogues
0:15:18 > 0:15:21It's only a pound so I'm spending what I can.
0:15:23 > 0:15:25That's lovely, thanks a lot, mate.
0:15:25 > 0:15:28Even the competition has come to take a look.
0:15:28 > 0:15:30Mr ASDA Man, have we got you worried?
0:15:30 > 0:15:34- Yes, very good, very good! - Are you shaking in your boots?
0:15:34 > 0:15:36We are Britain's cheapest supermarket, though, so we'll see.
0:15:36 > 0:15:39You'll tell us anything. We believe you, thousands wouldn't.
0:15:39 > 0:15:44But while the big boys slug it out, Zaffer's shop isn't so busy.
0:15:49 > 0:15:52It's been really horrible, as you can see, the place is all empty,
0:15:52 > 0:15:56we have nothing to do. And the centre is busy, but not us.
0:15:58 > 0:16:01I'm just afraid I'm going to lose my job.
0:16:01 > 0:16:02No-one is about in the shop now,
0:16:02 > 0:16:05definitely the customers walking over there.
0:16:05 > 0:16:08I will struggle, but I will still fight.
0:16:16 > 0:16:19Oh, for God's sake, we've got a right problem here, now.
0:16:19 > 0:16:23Ian's got a bit carried away with the order, he's gone way overboard.
0:16:23 > 0:16:28In Burnley, Jeff's cottoned on to the size of Ian's drinks order.
0:16:28 > 0:16:32I haven't got the... the bloody people in, to process it.
0:16:34 > 0:16:37How are we going to get this stock out?
0:16:37 > 0:16:39We ain't got anybody in tomorrow!
0:16:39 > 0:16:41- What time is it now? Half three?- Just gone three o'clock.
0:16:41 > 0:16:43I'll just clear them, you just stack them there
0:16:43 > 0:16:46- and I'll just clear them, mate. - We won't get this cleared today,
0:16:46 > 0:16:47and I'm concerned about it.
0:16:47 > 0:16:48I should have foreseen this
0:16:48 > 0:16:50and I should have stopped you from ordering it
0:16:50 > 0:16:53when you said to me, "Oh, I'll order some more drinks,"
0:16:53 > 0:16:55- but I didn't think you'd go that far.- Right, OK.
0:16:55 > 0:16:57The sales on drinks alone, last week alone,
0:16:57 > 0:17:00was up something like about 35-40%.
0:17:00 > 0:17:01- And...- You're not telling me
0:17:01 > 0:17:04that we're going to completely sell out of all these drinks,
0:17:04 > 0:17:07- because I don't think so.- Right. Yeah, I've probably gone overkill.
0:17:07 > 0:17:08You just...
0:17:10 > 0:17:12Pen to paper, you just get carried away.
0:17:12 > 0:17:15Right, OK, I'll crack on.
0:17:18 > 0:17:21Sooner or later you'll just burn out.
0:17:21 > 0:17:23They'll both come in, unpaid,
0:17:23 > 0:17:27on their day off to finish unpacking the order.
0:17:27 > 0:17:29They're praying the drinks sell fast,
0:17:29 > 0:17:32in case Craig pays them a visit.
0:17:37 > 0:17:41Back at HQ, there's more stock-related shenanigans afoot
0:17:41 > 0:17:42in the warehouse.
0:17:44 > 0:17:48There we go - half-eaten bag of M&Ms.
0:17:48 > 0:17:51Yeah. It's not good, is it?
0:17:51 > 0:17:53Warehouse Managers Buzz and Kevin
0:17:53 > 0:17:57are fighting a crime wave in their own back yard.
0:17:57 > 0:18:00We know this stuff goes on, you go around and see cans open,
0:18:00 > 0:18:02biscuit packets open, chocolates open.
0:18:05 > 0:18:10They think it could be costing up to £50,000 a year.
0:18:10 > 0:18:11Four packs there just wasted,
0:18:11 > 0:18:14because they've eaten one bar out of each of them.
0:18:14 > 0:18:17It's a word you used earlier, "grazing".
0:18:17 > 0:18:19They just think, "Oh, I'll have a bite on this."
0:18:25 > 0:18:28Kit Kat Chunkys, MAOAMs,
0:18:28 > 0:18:31I mean look at Haribo - me favourites!
0:18:31 > 0:18:33Not that I'd eat them, of course.
0:18:36 > 0:18:38You see, that pack can't get sold now.
0:18:38 > 0:18:40I know it's a warehouse
0:18:40 > 0:18:42and people think, "Oh, well, it's a big business,
0:18:42 > 0:18:45"it can afford to lose that kind of money." But it can't.
0:18:46 > 0:18:50This is probably the best product that people were eating.
0:18:50 > 0:18:51From what they've been saying,
0:18:51 > 0:18:55it's got a nice soft creamy texture in the middle of the chocolate.
0:18:55 > 0:18:59It's just - it sounds that nice, I could really pick one up now
0:18:59 > 0:19:02and eat one but I know... I'm not like that.
0:19:02 > 0:19:04Kev and Buzz might kill me!
0:19:05 > 0:19:07You do honestly wish, sometimes,
0:19:07 > 0:19:09you could walk round a corner and catch them.
0:19:11 > 0:19:14They don't get caught, whoever does it.
0:19:14 > 0:19:15Oh, yeah, well...
0:19:17 > 0:19:22Over the last five years, only three people have ever been caught.
0:19:22 > 0:19:25We've had people say, "Oh I'm very sorry, it won't happen again."
0:19:25 > 0:19:28And we're like, "We know it won't, because you won't be here."
0:19:28 > 0:19:30Yeah.
0:19:30 > 0:19:33Maybe they'll learn a lesson for their next job, maybe they won't.
0:19:33 > 0:19:36It's a problem that needs sorting - urgently.
0:19:43 > 0:19:46In Burnley, there's a storm on the horizon.
0:19:51 > 0:19:54Well, that was bad, that, innit? Out there.
0:19:54 > 0:19:58Oh, sugar. Well, I didn't see this coming, on the news.
0:19:58 > 0:20:01This is concerning, because obviously...
0:20:01 > 0:20:03I've probably got more liquid in cans in the back
0:20:03 > 0:20:06than what the heavens just brought down now.
0:20:06 > 0:20:09But every cloud has a silver lining.
0:20:11 > 0:20:13Just hold on one second...
0:20:13 > 0:20:16What we like for umbrellas at the front of the store, Donna?
0:20:16 > 0:20:18- I'll go get some more in a minute. - Right.
0:20:18 > 0:20:22Alan! I want you to stop what you're doing, grab this dump bin...
0:20:23 > 0:20:26..and we need to put umbrellas in it.
0:20:26 > 0:20:29We need to put the dump bin at the front of the store.
0:20:29 > 0:20:32So you can use it straight away, OK?
0:20:32 > 0:20:34- Right, thanks!- Bye now, take care.
0:20:34 > 0:20:36But while the umbrellas are selling,
0:20:36 > 0:20:39the drinks are stuck in the stock room.
0:20:40 > 0:20:43Excuse the pun, but I'm not going to let this dampen me.
0:20:46 > 0:20:50In Peterborough, Zaffer's entered enemy territory
0:20:50 > 0:20:53to size up Chris's new store.
0:20:53 > 0:20:55Hello, mate.
0:20:55 > 0:20:57Good value.
0:20:57 > 0:20:59It's not the same quality to what we are doing.
0:21:07 > 0:21:09The size of the store, it's a massive big store,
0:21:09 > 0:21:11and definitely, looking at this stuff now,
0:21:11 > 0:21:14I cannot compete with them, it's very hard.
0:21:15 > 0:21:17- Hello, how are you?- Hello, darling.
0:21:17 > 0:21:19I normally see you coming to the Pound Shop.
0:21:19 > 0:21:20- Yeah, I know.- We're always in there.
0:21:24 > 0:21:26When I see four or five of my regular customers
0:21:26 > 0:21:27who are in this line today...
0:21:27 > 0:21:29I know this gentleman here, as well.
0:21:29 > 0:21:31Hello, my friend.
0:21:31 > 0:21:33You used to come to my shop, the other one, the Pound Shop.
0:21:33 > 0:21:34Oh, down... Yeah.
0:21:34 > 0:21:36Do you feel sorry for him, or any guilt?
0:21:36 > 0:21:37No.
0:21:40 > 0:21:41You can't blame the customer,
0:21:41 > 0:21:44because they like to try something different.
0:21:46 > 0:21:49But what would Zaffer think if he saw these two?
0:21:49 > 0:21:52Even his own staff are shopping in here!
0:21:52 > 0:21:54Just looking around...
0:21:54 > 0:21:58- And shopping!- Yeah!
0:21:58 > 0:22:00This is cheaper.
0:22:02 > 0:22:06I'll have to sit down and think about it, now.
0:22:06 > 0:22:07It's a disaster.
0:22:10 > 0:22:12With so much competition around,
0:22:12 > 0:22:15customers are more savvy than ever before.
0:22:15 > 0:22:19But is the stuff actually quality, like that grass stuff behind you?
0:22:19 > 0:22:21My nan and my grandad does gardening.
0:22:21 > 0:22:24They like to buy, like, something that costs at least over a fiver
0:22:24 > 0:22:26so they know it's a good product.
0:22:26 > 0:22:28A lot of people are going to be queuing up,
0:22:28 > 0:22:31and they should've had them ones ASDA have got, do it yourself tills,
0:22:31 > 0:22:34which saves a lot of time and effort, doesn't it?
0:22:35 > 0:22:38Don't get me wrong, I will shop in here for certain things.
0:22:38 > 0:22:39Everyone will.
0:22:39 > 0:22:42Just some of the things, they need to look at it again, I reckon.
0:22:42 > 0:22:44And with that - he's off to ASDA.
0:22:49 > 0:22:53Meanwhile, in Burnley, there's a ray of sunshine.
0:22:53 > 0:22:56It's just crazy again, four for a pound here,
0:22:56 > 0:22:58- you can't go wrong, can you? - Oh, no.
0:22:58 > 0:23:01The cold drinks are selling like hot cakes.
0:23:01 > 0:23:03We've been trading three and a half hours,
0:23:03 > 0:23:05so as soon as I've done that trolley now,
0:23:05 > 0:23:07I'm going to have to go in the back, look.
0:23:07 > 0:23:08I've hardly anything left.
0:23:08 > 0:23:11That's one, two, three, four.
0:23:11 > 0:23:14Ian's doubled the drinks sales
0:23:14 > 0:23:18and cleared most of the stock from the storeroom.
0:23:18 > 0:23:20Ian, where have you moved them to?!
0:23:20 > 0:23:21LAUGHS: I haven't, Jeff, honest!
0:23:21 > 0:23:25If I go somewhere else in here and find a room full of drinks...
0:23:25 > 0:23:28At the end of the day, you know, you were exactly right.
0:23:28 > 0:23:29And I'll hold my hands up.
0:23:29 > 0:23:32Well done for being right, that's what it's all about,
0:23:32 > 0:23:34- working in a team, constructive. - Thank you, thank you.
0:23:34 > 0:23:37- That's the only way we can... - We'll just swap name badges.
0:23:37 > 0:23:40- You can have this badge if you want! - No, no - more money, more pressure.
0:23:40 > 0:23:44No, honestly, Jeff, I'm happy playing second fiddle, mate.
0:23:44 > 0:23:47We work together as a team, mate, and that's what it's all about.
0:23:47 > 0:23:49- Well, that's good to hear, that. - Yeah.
0:23:53 > 0:23:57It's just as well - regional manager Craig is paying a visit.
0:23:59 > 0:24:03What I do in every single store is I'll walk round the store
0:24:03 > 0:24:05and I'll see where we are up to as a standard.
0:24:05 > 0:24:08- Afternoon.- All right.
0:24:08 > 0:24:09Couple of light areas.
0:24:13 > 0:24:16I've not seen no manager on the shop floor, yet.
0:24:16 > 0:24:19It would be nice for him to come in and say,
0:24:19 > 0:24:22"I think that looks absolutely fantastic."
0:24:22 > 0:24:26In Poundworld sometimes people don't recognise what you...
0:24:26 > 0:24:28what you've achieved.
0:24:28 > 0:24:30Hiya, Craig, good to see you, how you keeping, all right?
0:24:30 > 0:24:32Not too bad.
0:24:34 > 0:24:37People come in and say, "My God, this is the cleanest Poundworld
0:24:37 > 0:24:39"that I've ever seen!"
0:24:39 > 0:24:42This floor gets cleaned seven days a week.
0:24:42 > 0:24:43- It's a very hard floor to clean. - Yep, yep.
0:24:43 > 0:24:45You really can't knock their enthusiasm,
0:24:45 > 0:24:48but trying to get a word in edgeways is, er...
0:24:48 > 0:24:51You've achieved something if you can get your point across.
0:24:51 > 0:24:54You've told me all the good things about yourself,
0:24:54 > 0:24:57- what's the bad points that we've got?- None, that I can figure.
0:24:57 > 0:24:58- Nothing?- Nope.
0:24:58 > 0:25:00We'll go again.
0:25:00 > 0:25:02Round two.
0:25:02 > 0:25:06Next is the storeroom - but will it measure up?
0:25:11 > 0:25:12Wow.
0:25:12 > 0:25:14Fantastic.
0:25:14 > 0:25:17This is the standard that every single store should live up to,
0:25:17 > 0:25:21so I will be using photos and sending it out to the teams
0:25:21 > 0:25:23and showing them exactly what can be delivered.
0:25:23 > 0:25:24I'm really impressed.
0:25:26 > 0:25:28I've enjoyed walking around here today.
0:25:28 > 0:25:30Your enthusiasm is infectious,
0:25:30 > 0:25:32so if I could mould you into another hundred people,
0:25:32 > 0:25:35I'll gladly do it, and get you into a load of other stores.
0:25:35 > 0:25:36- Thank you. That's good to hear. - Well done.
0:25:36 > 0:25:38Pleasure meeting you, thank you very much.
0:25:38 > 0:25:41- Thank you very much for your kind comments, Craig.- No problem.
0:25:41 > 0:25:43When he said, "I wish I had 100 of me and you,"
0:25:43 > 0:25:45imagine that, 100 times our wages!
0:25:45 > 0:25:48We'd never need to work again, would we?
0:25:48 > 0:25:50The day couldn't have gone any better.
0:25:50 > 0:25:52Thanks very much, and let's get back to work.
0:25:52 > 0:25:55- Cheers, Jeff, thanks a lot.- Cheers. - See you soon.
0:25:57 > 0:26:01At HQ there's been a few changes to stamp out thieving in the warehouse.
0:26:06 > 0:26:09It's not Big Brother watching them - it's Buzz and Kevin.
0:26:09 > 0:26:12- Pretty good, that, innit? - Look, people working all over.
0:26:12 > 0:26:14I thought that was just when we were sneaking about.
0:26:14 > 0:26:17That's twice we've seen Rob move! THEY CHUCKLE
0:26:17 > 0:26:2048 cameras have been installed.
0:26:20 > 0:26:24I'm watching him, why is he wearing a hat and it's a nice day?
0:26:24 > 0:26:26He's got summat under there.
0:26:26 > 0:26:27A really bad haircut.
0:26:27 > 0:26:28A bad haircut, yeah!
0:26:30 > 0:26:32I mean he's got to be a prime culprit.
0:26:32 > 0:26:34You don't get to be that fat if you don't eat for eight hours.
0:26:34 > 0:26:36Well, he's massive, isn't he?
0:26:36 > 0:26:39- We'll probably catch everybody and there'll be nobody left.- Yep!
0:26:39 > 0:26:41But there may be nobody to catch.
0:26:41 > 0:26:46This warehouse was a mess, people eating, drinking...
0:26:46 > 0:26:49Ever since the cams have gone up, everybody's calmed down,
0:26:49 > 0:26:51warehouse is a lot tidier, they're getting on with their work.
0:26:51 > 0:26:53If it stops half the people doing it,
0:26:53 > 0:26:56- it's still an improvement, innit? - This place will make more.
0:26:59 > 0:27:03Back in Peterborough, Zaffer's come up with a battle plan
0:27:03 > 0:27:04to save his shop.
0:27:04 > 0:27:07Look at this - one for the lady, pack of three,
0:27:07 > 0:27:10ladies' full brief for £3, actually.
0:27:10 > 0:27:15And it's not just big pants he is selling for over a pound.
0:27:15 > 0:27:17This clip-on night light for £3.
0:27:17 > 0:27:20Quite a heavy lock, I'm doing for £6.
0:27:20 > 0:27:23I think that's a good offer for the customers.
0:27:23 > 0:27:27Zaffer's changed his business model from £1 bargains,
0:27:27 > 0:27:30to pound-plus bargains.
0:27:31 > 0:27:35I looked at local store, they are selling minimum 1.95 -
0:27:35 > 0:27:37I am selling only £1.20.
0:27:37 > 0:27:41Look at that - only 6... £5 this is, only £5.
0:27:41 > 0:27:46I am determined to fight, even if I have to get multi-price things here.
0:27:46 > 0:27:48That's £2, please. Thank you.
0:27:49 > 0:27:51I will rely on the regular ones.
0:27:51 > 0:27:53I'll try and be more regular, then, shall I?
0:27:53 > 0:27:55- Nice of you, that's very nice of you. - Thank you.
0:27:56 > 0:27:59My message is, to the people of Peterborough,
0:27:59 > 0:28:00to come and give me more support.
0:28:00 > 0:28:03I'm still here, I'd like to remain here forever
0:28:03 > 0:28:06and I'm sure they will do that. Thank you.
0:28:08 > 0:28:09Next time...
0:28:09 > 0:28:11They've given the bag to that one in the red.
0:28:11 > 0:28:13Go and get her. The one in the red!
0:28:13 > 0:28:15..there's a £1 crime spree...
0:28:15 > 0:28:18I think they should chop their fingers off or something.
0:28:18 > 0:28:20Oh, my God!
0:28:20 > 0:28:23..and Chris's rivals are even using his name.
0:28:23 > 0:28:26You want to stay in business, quite clearly, that can't carry on.