0:00:03 > 0:00:07This programme contains some strong language
0:00:07 > 0:00:09Meet Malcolm Walker, Chief Executive of Iceland Supermarkets.
0:00:09 > 0:00:11How would you describe yourself as a businessman?
0:00:11 > 0:00:12Cowboy.
0:00:15 > 0:00:17Right, what's going on then?
0:00:17 > 0:00:20It's a place where the boss takes his staff on luxury holidays.
0:00:20 > 0:00:22CHEERING
0:00:22 > 0:00:26I always believe that having fun is a big part of why we are
0:00:26 > 0:00:27so successful.
0:00:27 > 0:00:30It's the Iceland incentive.
0:00:30 > 0:00:34It's a Hummer, so just imagine that parked outside your store.
0:00:34 > 0:00:38It's been voted the happiest company to work for, in a national pole.
0:00:38 > 0:00:40Good morning!
0:00:40 > 0:00:42I've never worked in a place like Iceland and I hope to never
0:00:42 > 0:00:45work in a place that is not like Iceland.
0:00:45 > 0:00:48Malcolm started his company from a handful of freezers in Shropshire.
0:00:49 > 0:00:54Now, 25,000 staff provide low cost frozen food to more
0:00:54 > 0:00:56than four million families every week.
0:00:56 > 0:01:00I'm in love with all our customers, because they give me
0:01:00 > 0:01:03everything I've got. They pay for my car, my house, my holidays.
0:01:03 > 0:01:06But a food scandal is hitting sales.
0:01:06 > 0:01:09Me and my boyfriend was like, "No, horse meat." We love horses.
0:01:09 > 0:01:12Right, Nick, what are we going to do?
0:01:12 > 0:01:15While the company's trying to expand.
0:01:15 > 0:01:18Roll up, roll up, Iceland's open today.
0:01:18 > 0:01:23It's a nightmare, we employ 25,000 people, there's jobs at stake here,
0:01:23 > 0:01:27we've got to fight back and it's knowing how to.
0:01:27 > 0:01:31Can Malcolm's plain speaking get his company out of hot water?
0:01:31 > 0:01:32Did we test for horse?
0:01:32 > 0:01:35No, but we haven't tested for dog or cat either.
0:01:35 > 0:01:39Well, here we are in the PR nerve centre of Iceland at the end
0:01:39 > 0:01:41of 96 hours of total hell.
0:01:46 > 0:01:48That's fine. Yeah.
0:01:53 > 0:01:57Malcolm Walker runs his frozen empire from Deeside in North Wales.
0:01:57 > 0:02:01It's where we make the tea and coffee, and our really nice
0:02:01 > 0:02:04boardroom, with a round table you see, there's no hierarchy.
0:02:04 > 0:02:06This is democracy in action, isn't it?
0:02:06 > 0:02:10It doesn't matter where you sit, they can't tell who's the boss.
0:02:10 > 0:02:13But you don't believe in democracy. Well, we pretend we do.
0:02:15 > 0:02:20We've just, um, refurnished this, we call it the happy room.
0:02:20 > 0:02:22Mainly cos we have a fridge there full of alcohol.
0:02:27 > 0:02:32Malcolm's staff voted him the best boss of a big company in 2012.
0:02:32 > 0:02:34He lavishes them with perks.
0:02:34 > 0:02:37One of these is the head office canteen,
0:02:37 > 0:02:40run by Michelin starred chef, Mike Truelove.
0:02:40 > 0:02:46We don't use frozen food. All fresh, um, all prepped on the day.
0:02:46 > 0:02:50Malcolm just wants the best staff canteen in Britain.
0:02:50 > 0:02:55The canteen costs Malcolm ?400,000 a year to run.
0:02:55 > 0:03:00He's here, having the healthy option, the chicken and gnocchi,
0:03:00 > 0:03:01how much was that?
0:03:01 > 0:03:04I'll find out when I get there, about two quid probably,
0:03:04 > 0:03:06probably costs seven quid to make.
0:03:06 > 0:03:08Yeah. Plus the fruit.
0:03:08 > 0:03:11Of course people won't believe that the restaurant's as good as this,
0:03:11 > 0:03:12when you tell them.
0:03:12 > 0:03:15Because that's the perception of Iceland, Iceland shops,
0:03:15 > 0:03:17Iceland everything.
0:03:17 > 0:03:20They also wonder why you're not serving everyone Iceland food?
0:03:28 > 0:03:32Malcolm's company sells frozen food at low prices.
0:03:32 > 0:03:36?1 pizzas are their stock in trade, and they're constantly
0:03:36 > 0:03:39looking for new ones to keep ahead of the competition.
0:03:39 > 0:03:42Have you got enough cheese there?
0:03:42 > 0:03:44Even the cooks in the test kitchen, Annie and Penny,
0:03:44 > 0:03:48are allowed to dream up food ideas to pitch to buyers.
0:03:48 > 0:03:50Nobody's got one of these yet.
0:03:50 > 0:03:53Of course we're always the leaders in frozen food,
0:03:53 > 0:03:56so we're going to lead with a cowboy pizza.
0:03:56 > 0:04:00Kids like cheese, they like beans, so why not have it all together?
0:04:00 > 0:04:03What do you think? The big boys? I think the big boys myself.
0:04:03 > 0:04:06You're not going to get more than that for a pound, are you?
0:04:06 > 0:04:10Shall we just put a little bit of barbecue sauce on as you're spreading it.
0:04:10 > 0:04:11Yeah, yeah.
0:04:11 > 0:04:14And then I think we'll get sort of more of the cowboy
0:04:14 > 0:04:16sort of flavour that we want.
0:04:16 > 0:04:18We bounce things off each other and then she'll say, "Oh, that's
0:04:18 > 0:04:21"a crap idea." We eat out a lot, as well.
0:04:21 > 0:04:24We eat out a lot and we're just foodies, really.
0:04:24 > 0:04:26We are foodies, yeah.
0:04:27 > 0:04:30Everybody kept saying, "Oh wouldn't it be great if we could get
0:04:30 > 0:04:34"an edible spoon?" So we thought "Ah right, OK, we can do that."
0:04:38 > 0:04:42Everybody else is trying to jump on the band wagon,
0:04:42 > 0:04:46but they'll have to jump bloody high to be as good as what we are.
0:04:46 > 0:04:47You love them, don't you?
0:04:53 > 0:04:54Lovely.
0:04:55 > 0:04:59After a lull, food sales had started to fly, when a crisis hit.
0:05:01 > 0:05:02HQ's been on high alert
0:05:02 > 0:05:06since the Irish food regulator discovered traces of horse meat in
0:05:06 > 0:05:11supermarket burgers, including horse DNA in an Iceland quarter pounder.
0:05:12 > 0:05:14Responsibility for sorting it out,
0:05:14 > 0:05:17falls to Taekwondo expert Trish Twohig.
0:05:20 > 0:05:23People kept saying to me, "I'm amazed you kept your sense of humour."
0:05:23 > 0:05:26To be honest with you, a sense of humour is what keeps me going.
0:05:26 > 0:05:29And I think the day you lose your sense of humour, well, it's a bad day.
0:05:29 > 0:05:31PHONE RINGS
0:05:31 > 0:05:35TV: Nationwide food standards agency testing on beef ready meals
0:05:35 > 0:05:37have been released in the last few moments,
0:05:37 > 0:05:39the FSA says seven products
0:05:39 > 0:05:43have tested positive for horse meat so far.
0:05:44 > 0:05:46But the crisis is escalating,
0:05:46 > 0:05:49horse meat's been found in a Findus ready meal.
0:05:50 > 0:05:53TV: Findus Beef Lasagne carried more than 60% horse meat
0:05:53 > 0:05:55and indeed levels up to 100%.
0:05:57 > 0:06:02Now Trish has been ordered to test all of the company's beef products.
0:06:02 > 0:06:04Hi. The results we should have?
0:06:04 > 0:06:08The results will be due possibly Thursday, but certainly by Friday.
0:06:08 > 0:06:11The minute you hear horse meat found in something else you go,
0:06:11 > 0:06:16"Oh, we don't stock that, do we? We don't use that supplier, do we?"
0:06:16 > 0:06:18Right now, the only test results which we've got against us
0:06:18 > 0:06:23was a 0.1% equine. Well, it doesn't stop people putting our logo up
0:06:23 > 0:06:24every five minutes on the news.
0:06:24 > 0:06:30So whilst we are keeping a low profile, um, there's
0:06:30 > 0:06:31a balance behind it.
0:06:31 > 0:06:33And also bear in mind our test results will tell us
0:06:33 > 0:06:36a lot more. By the end of the week we will have tested
0:06:36 > 0:06:39all of our beef-containing products in the Iceland range.
0:06:40 > 0:06:44So hopefully, we will continue our low profile.
0:06:44 > 0:06:45SHE LAUGHS
0:06:48 > 0:06:51Despite the uncertainty, Malcolm's pressing ahead
0:06:51 > 0:06:55with his ambitious plan to open 50 new Iceland stores this year.
0:06:56 > 0:07:00Malcolm wants the company to be the biggest frozen food
0:07:00 > 0:07:02brand in the world, with new outlets
0:07:02 > 0:07:06opening in South Africa, Saudi Arabia, and Treorchy.
0:07:09 > 0:07:12Treorchy is a former mining town in the Rhondda Valley in Wales.
0:07:14 > 0:07:17Malcolm believes Iceland can thrive here.
0:07:17 > 0:07:21There's more working class people in Britain than there are posh people.
0:07:21 > 0:07:23That's the market we're in.
0:07:23 > 0:07:27Treorchy's been blighted by decades of unemployment and the recent
0:07:27 > 0:07:31closure of the local Burberry factory took with it 300 jobs.
0:07:32 > 0:07:36But now, Iceland is coming to town, and with it, 24 new jobs.
0:07:37 > 0:07:41I started with one shop, then three, then five, then ten,
0:07:41 > 0:07:45and I remember people saying to me, "Well, how many shops do you want?"
0:07:45 > 0:07:47As if I'm going to say, "You know 15
0:07:47 > 0:07:48"and then I'll be happy then I'll stop."
0:07:48 > 0:07:51I'd think what a stupid question, how many shops do I want,
0:07:51 > 0:07:53just want to go on and on and on.
0:07:53 > 0:07:56With the opening just six weeks away, the locals are looking
0:07:56 > 0:07:59forward to the new addition to their high-street.
0:07:59 > 0:08:03Oh, Chinese platter, I had them, sticky chicken skewers
0:08:03 > 0:08:07and they're lush, for like a snack or like a party kind of thing.
0:08:10 > 0:08:13Thank you very much. Ta, George. Thanks, love.
0:08:13 > 0:08:15Would you shop at Iceland?
0:08:15 > 0:08:17Sorry to say I'd go and have a try yeah,
0:08:17 > 0:08:19and I think Vera would as well.
0:08:19 > 0:08:20What's that?
0:08:20 > 0:08:24Go to Iceland. And have a go, in Iceland.
0:08:24 > 0:08:27I don't buy much. No, I don't use a lot of frozen stuff, mind.
0:08:29 > 0:08:33Martin has been with the company for 16 years.
0:08:33 > 0:08:34He'll be the manager of the new shop.
0:08:37 > 0:08:38His mum used to work on the tills
0:08:38 > 0:08:40and he started stacking shelves at 14.
0:08:44 > 0:08:47I could talk to anybody who I work with,
0:08:47 > 0:08:53about any subject I wanted to, and they would be all ears.
0:08:53 > 0:08:55Outside of work I struggle that much more.
0:08:55 > 0:08:58My abilities suit Iceland really well,
0:08:58 > 0:09:00but outside of that they're pretty useless.
0:09:02 > 0:09:05In the offices of the disused Burberry factory,
0:09:05 > 0:09:08Martin is getting under way with recruitment for the new store.
0:09:08 > 0:09:11OK, that's good if you'd like to follow me.
0:09:11 > 0:09:14HR manager Alex has received some 200 applications
0:09:14 > 0:09:17for the 24 posts.
0:09:17 > 0:09:20Even though most of the contracts on offer are part-time,
0:09:20 > 0:09:22the selection process is rigorous.
0:09:22 > 0:09:25There you are, all right, my darling? Take a seat.
0:09:25 > 0:09:28Today, those applying to be delivery drivers have been called in to
0:09:28 > 0:09:31start their three stage assessment.
0:09:31 > 0:09:34Is there an Iceland sort of type?
0:09:34 > 0:09:37Happy people. You recruit happy people.
0:09:37 > 0:09:39You can teach them nearly everything,
0:09:39 > 0:09:43but unless they're naturally happy, motivated, enthusiastic
0:09:43 > 0:09:46and look for the positive, even when things are a bit,
0:09:46 > 0:09:49not going too great, um, you can't teach that.
0:09:49 > 0:09:52Before we jump on to the DVD, get you guys to introduce
0:09:52 > 0:09:54yourselves a little bit.
0:09:54 > 0:09:57Um, I've been out of work for four years, it's really hard
0:09:57 > 0:09:59and I just want to get back into work.
0:09:59 > 0:10:01Did four years in the army.
0:10:01 > 0:10:03As?
0:10:03 > 0:10:04Infantry.
0:10:04 > 0:10:07Still got all your arms and legs? Yes.
0:10:07 > 0:10:10Out of work two years, former security guard.
0:10:10 > 0:10:13Right. Bus driver for six and a half years.
0:10:13 > 0:10:15I've had a driving licence for 26 years,
0:10:15 > 0:10:19never had any accidents or any points, so I'm chuffed with that.
0:10:20 > 0:10:25OK, um, we're going to go to another room, we'll do a group exercise.
0:10:31 > 0:10:33BBC News is read by Zeb Soanes.
0:10:33 > 0:10:36David Cameron has issued a stern warning to anyone
0:10:36 > 0:10:38involved in passing off horse meat as beef,
0:10:38 > 0:10:41saying they'll face the full force of the law.
0:10:42 > 0:10:45Mr Cameron told MPs that people found to have done wrong
0:10:45 > 0:10:47would be dealt with.
0:10:47 > 0:10:51Technical manager Trish is still waiting for the results of her tests.
0:10:51 > 0:10:55To see if there's horse meat in any of the company's meat products.
0:11:03 > 0:11:07The kebab shop. Maybe they want us to drop off some test results.
0:11:07 > 0:11:08SHE LAUGHS
0:11:11 > 0:11:14I really shouldn't laugh, should I? I'm sorry.
0:11:14 > 0:11:17Gets emotional in tiredness now at this stage.
0:11:17 > 0:11:22With pressure on Trish increasing, she's been working round the clock.
0:11:22 > 0:11:24I think they call it prophetic fallacy, don't they,
0:11:24 > 0:11:26when the weather reflects what's going on?
0:11:26 > 0:11:30But, I mean, there's a lot of stuff which is kind of unusual,
0:11:30 > 0:11:34including a Pope's abdication, the finding of Richard III
0:11:34 > 0:11:37in a car park is like whatever, now and again it's a
0:11:37 > 0:11:40different headline, but the horse keeps coming back again.
0:11:41 > 0:11:43So it's difficult, really.
0:11:43 > 0:11:45And the jokes, of course, the jokes are evolving,
0:11:45 > 0:11:48but it's still, "Why the long face?" Sorry.
0:11:48 > 0:11:52It's a pathetic one, but it is definitely my favourite one.
0:11:54 > 0:11:56Things are about to get tougher for Trish,
0:11:56 > 0:11:59she herself is going to be tested.
0:11:59 > 0:12:02She's taking advice from the company lawyer.
0:12:02 > 0:12:03PHONE RINGS
0:12:03 > 0:12:05Hello, Hilary speaking.
0:12:05 > 0:12:08Oh, hi, Hilary. I've got Trish Twohig with me, who you were expecting.
0:12:08 > 0:12:09Hi, Hilary.
0:12:09 > 0:12:14Hello, anyone who's been found to have traces in their products
0:12:14 > 0:12:19will be invited to provide written evidence, that written evidence...
0:12:19 > 0:12:22Trish has been summoned to the House of Commons to face the notoriously
0:12:22 > 0:12:25tough parliamentary select committee
0:12:25 > 0:12:27investigating the horse meat scandal.
0:12:27 > 0:12:30And then the killer questions come in later.
0:12:30 > 0:12:32Sorry the what? The what? Killer.
0:12:32 > 0:12:35Killer. I just blocked that out.
0:12:36 > 0:12:38Am I being naive here,
0:12:38 > 0:12:40but I kind of hope it's going to be fairly routine for me?
0:12:40 > 0:12:42You can't predict.
0:12:42 > 0:12:45It's just about being prepared, really, that's all you can do. Yeah.
0:12:45 > 0:12:48Be as prepared as possible. OK, thanks, Hilary.
0:12:48 > 0:12:50All right, take care.
0:12:50 > 0:12:52Thank you, bye.
0:12:52 > 0:12:53Speak to you soon Hilary, bye.
0:12:53 > 0:12:56Cheers, bye. OK.
0:12:59 > 0:13:02In the last month, the company has lost over ?3 million
0:13:02 > 0:13:06on frozen food sales and another 1.5 million on ready meals.
0:13:08 > 0:13:09Malcolm's had enough.
0:13:11 > 0:13:15The other supermarkets, they're all out there apologising,
0:13:15 > 0:13:18um, and we should be defending the industry.
0:13:18 > 0:13:22There is nothing wrong with food safety in the UK.
0:13:22 > 0:13:24There is no crisis to fix.
0:13:24 > 0:13:29Horse meat apparently has been in the supply chain for 15 years.
0:13:29 > 0:13:32If the government knew two years ago, why didn't they tell us?
0:13:32 > 0:13:33Then we'd have tested for it.
0:13:35 > 0:13:39Trish must now defend Iceland's reputation from the wrath
0:13:39 > 0:13:42of angry politicians, with the help of the company lawyer.
0:13:42 > 0:13:44Nerves are mounting.
0:13:44 > 0:13:46Trish, I'm sorry. I'm sure I had it.
0:13:48 > 0:13:51My security pass to get into the House of Commons.
0:13:51 > 0:13:54This is what happens when you put something somewhere safe.
0:13:54 > 0:13:55What time is it?
0:13:56 > 0:14:00It is 1:33, are we OK?
0:14:00 > 0:14:02Trish will be on in less than an hour.
0:14:03 > 0:14:07Inside the House of Commons, proceedings are already under way.
0:14:07 > 0:14:10First in the firing line is the UK Food Standards Agency,
0:14:10 > 0:14:14responsible for the labelling and safety of British food.
0:14:14 > 0:14:17How do we know that this horse meat hasn't been existing
0:14:17 > 0:14:20in these burgers for months if not years?
0:14:20 > 0:14:24It had... We hadn't identified horse meat in burgers
0:14:24 > 0:14:27as a likely, significant risk.
0:14:27 > 0:14:30Wasn't it something you should have picked up on?
0:14:30 > 0:14:33That in a time of recession, you know, people are having cheap meat?
0:14:33 > 0:14:36Don't say the first thing that pops into your head,
0:14:36 > 0:14:39take a sip of water cos there'll be a glass of water there. Cool.
0:14:39 > 0:14:41So take your time, consider your answer.
0:14:41 > 0:14:44You know, could be a bit embarrassing for me
0:14:44 > 0:14:46if I can't handle a question or if perhaps
0:14:46 > 0:14:49I say something which is going to be quoted on the news tonight.
0:14:49 > 0:14:53Just be yourself, Trish, because you're obviously really passionate
0:14:53 > 0:14:56and knowledgeable about what you do, so you just want that to get across.
0:14:56 > 0:15:01Thanks Hilary. OK. Bring it on.
0:15:02 > 0:15:04Thank you.
0:15:06 > 0:15:08If you'd each like to give your names
0:15:08 > 0:15:10and titles for the record, if you would.
0:15:10 > 0:15:13Trish Twohig, Technical Manager, Iceland Foods.
0:15:14 > 0:15:18Tim Smith, Group Technical Director for Tesco.
0:15:18 > 0:15:20I am conscious that I've seen Tesco's apology,
0:15:20 > 0:15:21I've not seen Iceland's apology,
0:15:21 > 0:15:24would you like to place on the public record Iceland's?
0:15:24 > 0:15:27We are clearly disappointed with what's happened,
0:15:27 > 0:15:29it's absolutely not what we want to see,
0:15:29 > 0:15:33and our customers are obviously disappointed as well.
0:15:33 > 0:15:36Sorry, it may be my broad Scottish accent, what I said was would you
0:15:36 > 0:15:39like to apologise, I didn't want you to tell me that you've taken steps.
0:15:39 > 0:15:41I beg your pardon, sorry,
0:15:41 > 0:15:44of course I'm sorry this has happened, of course I am.
0:15:44 > 0:15:45OK.
0:15:45 > 0:15:49Um, Tesco's I think today have announced new DNA testing? Yes.
0:15:49 > 0:15:52Iceland are you doing the same and if so...?
0:15:52 > 0:15:54I'm really sorry, would you, I'm so sorry,
0:15:54 > 0:15:56would you mind repeating that question?
0:15:56 > 0:15:57Yes, is Iceland also doing that?
0:15:57 > 0:16:01We've all, we've had, um, speciation testing for years within Iceland,
0:16:01 > 0:16:04done by a third party accredited laboratory,
0:16:04 > 0:16:09and now we will add to that suite equine as well going forward, OK?
0:16:15 > 0:16:18Good job, Trish, it's over that's the main thing. It's absolutely over.
0:16:18 > 0:16:20And if ever I had to do something like that again, you know
0:16:20 > 0:16:23I wouldn't be quite so scared next time.
0:16:23 > 0:16:27I've had some nice texts and I haven't been fired by my boss.
0:16:27 > 0:16:28Which is always a good thing.
0:16:30 > 0:16:34With the parliamentary enquiry behind them, Iceland's meat products
0:16:34 > 0:16:37buyer Zee now needs to get people buying the company's burgers again.
0:16:39 > 0:16:42The meat from the company's allegedly tainted
0:16:42 > 0:16:45batch of quarter pounders, came from foreign suppliers.
0:16:46 > 0:16:48That's the new recipe.
0:16:49 > 0:16:52That's a really, really quick turn around.
0:16:52 > 0:16:53To get our sales going again.
0:16:53 > 0:16:57So what we'll be doing is we'll be putting 100% British beef
0:16:57 > 0:17:01sticker there, so it's really to shout to customers you can
0:17:01 > 0:17:03continue to trust the products.
0:17:03 > 0:17:06They'll trust everything British, they won't trust anything else.
0:17:06 > 0:17:08They are smelling good.
0:17:08 > 0:17:10We're trying to be on the front foot,
0:17:10 > 0:17:11the first retailer to go out there
0:17:11 > 0:17:14and say, "Look we're doing something to try and win you back."
0:17:14 > 0:17:15This is the new one.
0:17:26 > 0:17:27Good for me.
0:17:29 > 0:17:32To be honest, you can't really tell the difference at all, but...
0:17:32 > 0:17:34Shouldn't do, should you? No.
0:17:34 > 0:17:37What we're effectively doing is giving the customer
0:17:37 > 0:17:40the same burger in their minds, but actually what we're shouting
0:17:40 > 0:17:43about now is 100% British beef to really try and win the trust back.
0:17:51 > 0:17:54Men who say they can't boil an egg, I think it's pathetic.
0:17:55 > 0:17:57You know, I mean there's nothing to it, really.
0:17:57 > 0:18:00Malcolm Walker is also passionate about where the food
0:18:00 > 0:18:02he cooks comes from.
0:18:03 > 0:18:04The green egg.
0:18:06 > 0:18:09We've got hens that lay green eggs and blue eggs.
0:18:09 > 0:18:13He grows all his own produce in the grounds of his home,
0:18:13 > 0:18:14Broxton Old Hall.
0:18:15 > 0:18:17This is the orchard,
0:18:17 > 0:18:22so there's apples and plumbs and greengages and everything here.
0:18:22 > 0:18:23And these are the bee hives.
0:18:25 > 0:18:29Organic vegetable garden, strawberries, raspberries.
0:18:31 > 0:18:33Eaten within two hours of picking.
0:18:33 > 0:18:36So will the peas and beans. You go to the supermarket
0:18:36 > 0:18:39and it's probably five days old, you know, from farm, transport,
0:18:39 > 0:18:41warehouse, shop, your fridge.
0:18:41 > 0:18:45So the only alternative to growing it yourself is to freeze it.
0:18:50 > 0:18:52Malcolm's continuing in his mission to spread
0:18:52 > 0:18:54the word about frozen food.
0:18:55 > 0:18:58Despite the setbacks of the horse meat scandal, he's determined
0:18:58 > 0:19:02to press on with plans for a new range of innovative frozen dishes.
0:19:04 > 0:19:07Senior buyer Alastair Crimp, has been
0:19:07 > 0:19:10charged with revamping the flagging Party Fayre range.
0:19:11 > 0:19:14One of the products he's come up with is prawns in a
0:19:14 > 0:19:16rice crispy style batter.
0:19:16 > 0:19:18But, it needs a dipping sauce.
0:19:18 > 0:19:22When you get sweet chilli flavour right, it always hits the spot.
0:19:28 > 0:19:32You're a good taster on the prawn front, aren't you? Great.
0:19:35 > 0:19:37It's prawn in rice crispies?
0:19:38 > 0:19:41It's much more than prawns in rice crispies, Max.
0:19:41 > 0:19:43It's, um, yeah, yeah, it is.
0:19:43 > 0:19:46I suppose they are very, very similar.
0:19:46 > 0:19:48Snap crackle and pop.
0:19:48 > 0:19:53Oh, look at you, Annie! You practising juggling?
0:19:53 > 0:19:55So they still look good.
0:19:55 > 0:19:59I think they look really attractive, they look different.
0:19:59 > 0:20:01Yeah, I know what you mean, yeah. Popping candy.
0:20:01 > 0:20:02Company veterans Annie
0:20:02 > 0:20:05and Penny know exactly what the customers like.
0:20:09 > 0:20:10You getting the heat?
0:20:12 > 0:20:15It's a curry heat rather than a sweet chilli heat.
0:20:15 > 0:20:18So there is some sweetness, but the heat isn't a chilli heat.
0:20:18 > 0:20:19No.
0:20:19 > 0:20:23As soon as you go prawns in an Indian sauce,
0:20:23 > 0:20:25the sales drop off a cliff.
0:20:26 > 0:20:30Um, the main title of the product's going to be Bubble Bobble Prawn.
0:20:32 > 0:20:34It's not just the taste of the sauce that matters,
0:20:34 > 0:20:36it's the product's name.
0:20:36 > 0:20:38If the company gets it wrong, it won't sell.
0:20:40 > 0:20:43We launched a product called Potato Gratin,
0:20:43 > 0:20:47initially it didn't work, perhaps our customers just don't
0:20:47 > 0:20:49understand what we're trying to sell them.
0:20:49 > 0:20:50Potato Gratin?
0:20:50 > 0:20:53We changed it to Cheese and Potato Slices,
0:20:53 > 0:20:57um, and the sales went from ?5,000 to over ?20,000 overnight.
0:20:59 > 0:21:03We've put here Bubbly Bobbly Prawns with sweet chilli. So...
0:21:03 > 0:21:05LAUGHTER
0:21:05 > 0:21:09What I want to call it is Bubble Bobble Prawns.
0:21:09 > 0:21:10And is that OK?
0:21:10 > 0:21:14What is... Why Bubble Bobble? Why not? No, but...
0:21:16 > 0:21:19I think it's a great idea of mine, to be honest, and I'm going to
0:21:19 > 0:21:24stick to my guns and make sure it launches as Bubble Bobble Prawns.
0:21:24 > 0:21:27But product naming can be a legal minefield.
0:21:27 > 0:21:29Bubble Bobble Prawn,
0:21:29 > 0:21:32the only thing that's close to that that I am aware of
0:21:32 > 0:21:36is on ice cream, Nobbly Bobbly. Which I know is registered.
0:21:36 > 0:21:40One of the strongest brands in the market is Nobbly Bobbly.
0:21:40 > 0:21:44Um, a really popular product, that has been around for years and years.
0:21:44 > 0:21:48Um, and we wanted to launch an own label equivalent product,
0:21:48 > 0:21:51and clearly we couldn't call ours Nobbly Bobbly,
0:21:51 > 0:21:53so we just called them Lumpy Bumby Lollies.
0:21:54 > 0:21:58It's great, great, great name, was really successful.
0:21:58 > 0:22:01Oh, here we go. Right.
0:22:01 > 0:22:03So, Gold Rush brownies.
0:22:03 > 0:22:06Am I the only person that thinks that this sounds like a
0:22:06 > 0:22:07class A drug, gold rush?
0:22:09 > 0:22:11You're alone on that one.
0:22:12 > 0:22:16The opening of the new store in Treorchy is just four weeks away.
0:22:16 > 0:22:20But for some, the excitement's been blighted by events in the news.
0:22:20 > 0:22:23Because of the horse meat, you don't know
0:22:23 > 0:22:24what's in there, do you?
0:22:24 > 0:22:27It didn't really put me off cos I love my food.
0:22:27 > 0:22:29I just wouldn't buy ready meals now.
0:22:29 > 0:22:36Don't know what you're eating but...that's life.
0:22:36 > 0:22:38OK, guys, so cluster yourselves round the table.
0:22:38 > 0:22:41It's stage one for the candidates hopeful of landing
0:22:41 > 0:22:43a job as a part-time delivery driver.
0:22:45 > 0:22:49New store manager Martin, has set them a team challenge.
0:22:49 > 0:22:52So your task, as a group you'll need to work together to create
0:22:52 > 0:22:54a free standing route way, along which the ping pong ball will
0:22:54 > 0:22:58travel, from a launch platform to the receiving basket.
0:22:58 > 0:22:59Good luck.
0:22:59 > 0:23:03Anyone got any ideas? Cos I haven't really at the moment.
0:23:04 > 0:23:08Oh, right. Home deliveries are 18% of Iceland's business.
0:23:08 > 0:23:10They do more per week than Ocado.
0:23:10 > 0:23:13So the would-be drivers' skills are under scrutiny.
0:23:15 > 0:23:17I'll make a chute.
0:23:19 > 0:23:2324-year-old Chris, the store's deputy manager, will be
0:23:23 > 0:23:25monitoring Cassie.
0:23:25 > 0:23:29That in, yeah, folded some way into making some sort of channel.
0:23:29 > 0:23:3431-year-old Luke will be evaluating former taxi driver, Trevor.
0:23:34 > 0:23:35That's a good un, that.
0:23:36 > 0:23:39It won't fit in there. I did try.
0:23:39 > 0:23:42Observing the candidates are eight managers.
0:23:42 > 0:23:45That's looking great. Don't you think?
0:23:45 > 0:23:47That's it, cup of tea now and a biscuit.
0:23:49 > 0:23:51Mind you, is it classed as free standing
0:23:51 > 0:23:53although it's resting on the table?
0:23:55 > 0:23:57OK, guys, how do you think you did?
0:23:57 > 0:23:59Not too bad.
0:24:00 > 0:24:02Is your structure free standing?
0:24:03 > 0:24:05Yeah, it is.
0:24:05 > 0:24:07A free standing object is something that's not,
0:24:07 > 0:24:09that I can sort of pick up, and put somewhere else.
0:24:09 > 0:24:13So I can go like this, pick it up, put it there
0:24:13 > 0:24:15and it'll work the same.
0:24:15 > 0:24:19But it obviously won't because it's not all in one piece.
0:24:19 > 0:24:21So, it was interesting to watch, and...
0:24:21 > 0:24:25Stage two, and the team assess the candidates for their interpersonal
0:24:25 > 0:24:29skills, before deciding who will be given a trial shift as a driver.
0:24:31 > 0:24:35OK, Trevor, group exercise, Trevor?
0:24:35 > 0:24:36Very generous three.
0:24:40 > 0:24:43Trevor in interview, seven.
0:24:43 > 0:24:46Very, very good understanding about customer service.
0:24:49 > 0:24:50He works with elderly people
0:24:50 > 0:24:54so really, really good examples of excellent customer service.
0:24:55 > 0:24:58What about Cassie Fairhurst, group.
0:24:58 > 0:25:00Um, five.
0:25:00 > 0:25:03Do you think she was a bit too overbearing?
0:25:03 > 0:25:05The others were very quiet, she stood out more than anyone else.
0:25:05 > 0:25:08How did she come across in the interview then? Very good.
0:25:10 > 0:25:12I think she'd be a grafter.
0:25:13 > 0:25:17Cassie Fairhurst and Trevor are the only people scoring ten or above.
0:25:17 > 0:25:19Thanks, guys. OK.
0:25:21 > 0:25:24Cassie used to work as a delivery driver for Somerfield,
0:25:24 > 0:25:27but since they folded, she's been looking for work.
0:25:29 > 0:25:32Oh, he's lovely and warm, he's been on the heat mat.
0:25:32 > 0:25:35Oh, it'd be brilliant to get in there, I like to be in work,
0:25:35 > 0:25:38it's, um, to stay in the house and just do things in the house
0:25:38 > 0:25:40and not have a job,
0:25:40 > 0:25:43you can get a little bit down, and it's not a nice feeling
0:25:43 > 0:25:45so I'd like to be back in work.
0:25:45 > 0:25:49Former security guard Trevor has been unemployed for two years.
0:25:52 > 0:25:55There's always a buzz when there's new jobs on the market
0:25:55 > 0:25:59and everybody got a bit buzzy with the Iceland
0:25:59 > 0:26:04and it lifted people and this is what is needed in the valley.
0:26:04 > 0:26:07A real boost before it dies.
0:26:10 > 0:26:12MUSIC: "William Tell Overture"
0:26:22 > 0:26:26At Iceland HQ, Trish is waiting for the results of her most
0:26:26 > 0:26:29recent tests looking for horse meat in the company's food.
0:26:29 > 0:26:33The Doner Kebab pizza is on there because it's got beef in it,
0:26:33 > 0:26:36you just would be, um, mindful of that sort of meat.
0:26:39 > 0:26:43If you were to bet on something, would you bet that a
0:26:43 > 0:26:47cottage pie or a Doner Kebab pizza would pass or fail the test?
0:26:47 > 0:26:50Your money would go not on the Doner Kebab pizza, correct?
0:26:50 > 0:26:53So that's just why I'd be interested in that one.
0:26:53 > 0:26:55Hello technical, Trish speaking.
0:26:55 > 0:26:59The horse gate media storm is continuing to dent sales.
0:26:59 > 0:27:03Failure of Trish's tests would be a disaster for the business.
0:27:03 > 0:27:05OK, so let me just check I've understood you, everything
0:27:05 > 0:27:10from the first day which is raw has been tested for equine and is OK?
0:27:10 > 0:27:15And the... OK, OK I really am focusing on equine, thank you.
0:27:15 > 0:27:18Fantastic. So by the time I go home this evening I'll
0:27:18 > 0:27:21know about equine on all of my products.
0:27:22 > 0:27:27Steve, brilliant, you're a star, thanks a million! Thanks! Bye.
0:27:27 > 0:27:30Who-hoo, all our raw is OK for equine. Great.
0:27:30 > 0:27:33Brilliant, so we just have to keep our fingers crossed that everything
0:27:33 > 0:27:37else, which they're testing before the day is over, will be OK as well.
0:27:37 > 0:27:39Oh, my God, that's just brilliant.
0:27:39 > 0:27:42Listen, I better tell a few people that now, hadn't I?
0:27:42 > 0:27:44Hiya, can I see the boss, please?
0:27:44 > 0:27:47I'll just go see if he's ready. Thank you.
0:27:47 > 0:27:51Trish's boss Nigel is responsible for all of the company's food products.
0:27:51 > 0:27:54We've had the first lot of results through. Yeah.
0:27:54 > 0:27:57And they're the raw ones, which went in the first day, and they're OK.
0:27:57 > 0:27:59The rest will be through to us later on.
0:27:59 > 0:28:02So the first lot are OK. Good so far then. Yeah.
0:28:02 > 0:28:05Well, we didn't expect anything different, did we?
0:28:05 > 0:28:08Um, I'm planning for either plan A or plan B.
0:28:08 > 0:28:11I'm delighted we're on the correct route.
0:28:11 > 0:28:13This is the start of frozen fighting back.
0:28:13 > 0:28:14Onwards and upwards.
0:28:16 > 0:28:19Malcolm has heard about Trish's results,
0:28:19 > 0:28:21and wants to use them to fight back.
0:28:21 > 0:28:23We decided we'd go on the attack.
0:28:23 > 0:28:27We haven't got all our test results, but I'm pretty confident.
0:28:27 > 0:28:31So, we've taken a full page advert on Monday in every
0:28:31 > 0:28:36national newspaper, Food You Can Trust at Iceland.
0:28:36 > 0:28:42Now, this phrase is something that we started using 15 years ago,
0:28:42 > 0:28:44surprisingly, even though
0:28:44 > 0:28:48there's this middle class prejudice against Iceland, and people assuming
0:28:48 > 0:28:52that our food can't be up to scratch, quite the reverse is true.
0:28:52 > 0:28:56What we're pointing out here, that in 1986, we took out
0:28:56 > 0:29:01artificial flavourings, colourings, preservatives, from our products.
0:29:01 > 0:29:05Marks Spencer's, who are the gold standard for food safety,
0:29:05 > 0:29:08didn't do that until 19 years later.
0:29:08 > 0:29:11The risks, yeah, there's a risk that I'm doing all this
0:29:11 > 0:29:13and then next week they find some horse
0:29:13 > 0:29:17DNA in one of our products, then I'm going to look like a prat, aren't I?
0:29:17 > 0:29:19But hopefully they won't.
0:29:19 > 0:29:23Malcolm is about to make a bigger splash than he could ever imagine.
0:29:23 > 0:29:25Right, let's go.
0:29:26 > 0:29:27Good morning!
0:29:29 > 0:29:33In Tooting, store manager Sandra is helping to enforce his new campaign.
0:29:35 > 0:29:38That could potentially be the right one.
0:29:40 > 0:29:43As soon as we get instruction we'll display this straight away
0:29:43 > 0:29:45on the front of the window, nearest the door, where the
0:29:45 > 0:29:47entrance doors are, so everyone sees it.
0:29:47 > 0:29:50No horse meat has ever been found in any Iceland product,
0:29:50 > 0:29:54all our burgers are made in the UK from British beef.
0:29:54 > 0:29:59And law graduate, she knows the importance of getting things right.
0:29:59 > 0:30:00That side, down a little bit.
0:30:02 > 0:30:06But winning back public trust is not going to be easy.
0:30:06 > 0:30:12I believe what they say on the advertising sign outside,
0:30:12 > 0:30:16but I'm slightly put off buying lasagnes and things
0:30:16 > 0:30:18from anywhere at the moment.
0:30:18 > 0:30:20I refuse to eat it just in case the horse is in it.
0:30:20 > 0:30:22I don't know how long the horse has been in the food,
0:30:22 > 0:30:25obviously it's been there for years, but I just won't eat it.
0:30:29 > 0:30:31It's six weeks into the scandal
0:30:31 > 0:30:34and the company have now had their own tests back.
0:30:34 > 0:30:37They are 100% clean.
0:30:37 > 0:30:39While other CEOs are keeping their heads down,
0:30:39 > 0:30:42Malcolm's about to put his above the parapet.
0:30:42 > 0:30:48He's arranged three days of media interviews to trumpet the results.
0:30:48 > 0:30:52Whatever happens, we're going to come out of this damaged.
0:30:52 > 0:30:57All today and the next few days are about damage limitation.
0:30:57 > 0:31:02Um, you know, our sales are down, sales of burgers
0:31:02 > 0:31:04and products are well down.
0:31:04 > 0:31:08I quoted 15% on a radio interview this morning
0:31:08 > 0:31:12but I was exaggerating the wrong way.
0:31:13 > 0:31:16You know, they're massively down.
0:31:16 > 0:31:21So, how can you reassure the public? It's not easy.
0:31:21 > 0:31:27So, we're doing all we can - TV interviews, radio interviews,
0:31:27 > 0:31:30you know, bigger, more professional companies will have to check
0:31:30 > 0:31:33with the lawyers and technical people before they dare
0:31:33 > 0:31:35breathe in case something goes wrong, and the great
0:31:35 > 0:31:39thing about being a private company is we can say what we like.
0:31:39 > 0:31:41If it goes wrong and I get into trouble,
0:31:41 > 0:31:43I'm in trouble with meself.
0:31:46 > 0:31:48Hello.
0:31:48 > 0:31:50Malcolm. Lovely. Nice to meet you, I'm Lee.
0:31:50 > 0:31:52Hello.
0:31:55 > 0:31:59Whilst Malcolm embarks on his media spree, Keith Han, the company's
0:31:59 > 0:32:03PR expert, has been left behind in the Iceland offices.
0:32:04 > 0:32:07VOICEMAIL: Two new messages.
0:32:07 > 0:32:091:29pm.
0:32:09 > 0:32:13INCOHERENT VOICEMAIL MESSAGE
0:32:15 > 0:32:17Hurrah, my car is mended.
0:32:19 > 0:32:21One bit of good news.
0:32:23 > 0:32:25PHONE RINGS
0:32:27 > 0:32:29Hello, Keith Han.
0:32:29 > 0:32:32After 30 years of working for Malcolm, Keith is still
0:32:32 > 0:32:36trying to navigate his boss's unique style of press management.
0:32:36 > 0:32:39Well, I mean he's happy to talk.
0:32:39 > 0:32:42He is our designated spokesman, he is happy to talk.
0:32:43 > 0:32:47Malcolm has agreed to talk to the Today programme,
0:32:47 > 0:32:52which he organised directly, because in our spirit of openness,
0:32:52 > 0:32:54we sent out a press release with his mobile number on, um
0:32:54 > 0:32:57whereas everybody else would have come through me.
0:32:57 > 0:32:59So, I have been blindly reassuring all the other media
0:32:59 > 0:33:02that no, he's not doing any other interviews today.
0:33:02 > 0:33:04Whereas in fact he is.
0:33:04 > 0:33:08I called him stupid on camera, do you think they'll show that bit?
0:33:08 > 0:33:11I said are you stupid or what?
0:33:11 > 0:33:14Sky news are sending a camera round now.
0:33:14 > 0:33:17Um, so I'm waiting here in the shop till six o'clock.
0:33:17 > 0:33:18See how that goes.
0:33:19 > 0:33:21With the first interview completed,
0:33:21 > 0:33:25Malcolm's about to be live on national television.
0:33:25 > 0:33:27Make a big noise.
0:33:27 > 0:33:28Yeah, OK.
0:33:33 > 0:33:35TV REPORTER: 'But the boss of Iceland
0:33:35 > 0:33:38'says good value doesn't always mean bad processes.'
0:33:38 > 0:33:41We're talking about suppliers that we've dealt with for 20 years,
0:33:41 > 0:33:4430 years, we're almost in partnership with these people.
0:33:44 > 0:33:47We know what goes into the product.
0:33:47 > 0:33:50I don't see what more supermarkets can do, they probably wouldn't be
0:33:50 > 0:33:56testing routinely for horse DNA, neither are we testing for hedgehog.
0:33:56 > 0:34:00Within hours, Malcolm's comments are headline news,
0:34:00 > 0:34:01for the wrong reasons.
0:34:01 > 0:34:03If we're going to blame somebody,
0:34:03 > 0:34:05let's start with local authorities,
0:34:05 > 0:34:06because there's a whole side
0:34:06 > 0:34:11to this industry which is invisible, that's the catering industry.
0:34:12 > 0:34:15We do not sell cheap food. Personally, I wouldn't eat
0:34:15 > 0:34:20value supermarket products because they won't contain much meat.
0:34:20 > 0:34:24At the risk of these words coming back to haunt me,
0:34:24 > 0:34:28horse meat has not been found in supermarkets.
0:34:28 > 0:34:31The Co-op did apologise and did take responsibility,
0:34:31 > 0:34:32you're doing neither.
0:34:35 > 0:34:38We don't have a problem at Iceland, let's get that straight. OK.
0:34:38 > 0:34:41Malcolm's interviews have been broadcast over the weekend.
0:34:41 > 0:34:44The message of clear test results has been lost.
0:34:44 > 0:34:48His appearances have badly backfired.
0:34:48 > 0:34:51David Cameron was saying last week where are the supermarkets?
0:34:51 > 0:34:56Why isn't anybody stepping forward and, you know, talking?
0:34:56 > 0:34:57Well, I did.
0:34:58 > 0:35:02All right, maybe I shouldn't have said we don't check for hedgehog,
0:35:02 > 0:35:04but I'm trying to get the point across.
0:35:04 > 0:35:08The media, the Government are saying why weren't you testing?
0:35:08 > 0:35:09How did you allow this to happen?
0:35:09 > 0:35:13Why would we test for horse?
0:35:13 > 0:35:16The board gather for the Monday morning meeting.
0:35:16 > 0:35:18When does it start? Now.
0:35:18 > 0:35:21All right, can I have a wee first? Cut.
0:35:22 > 0:35:24Channel 4 News have already been on,
0:35:24 > 0:35:26do you want to go back tonight?
0:35:26 > 0:35:29Well, they've been ringing me on a blocked number so fuck 'em.
0:35:30 > 0:35:32Don't cut that, I like that.
0:35:41 > 0:35:45Malcolm's press appearances have shaken his colleagues.
0:35:45 > 0:35:48The Sun has put his comments about not eating cheap food
0:35:48 > 0:35:50on its front page.
0:35:51 > 0:35:54As I was driving in, I had a half-hour interview on the phone
0:35:54 > 0:35:55with PR Week
0:35:55 > 0:35:58who were asking what our PR strategy was,
0:35:58 > 0:36:00who was advising Mr Walker...
0:36:00 > 0:36:03Actually, the underlying question was what idiot is advising Mr Walker?
0:36:03 > 0:36:05THEY LAUGH
0:36:05 > 0:36:08Were we employing a proper crisis PR agency to deal with
0:36:08 > 0:36:10the fallout and if not why not?
0:36:10 > 0:36:12The key thing is, the first lesson I was ever taught about doing
0:36:12 > 0:36:15anything like this is you only ever mention the positives,
0:36:15 > 0:36:18you never mention the negatives and you never attack anybody else.
0:36:18 > 0:36:20And actually I think you've just broken both those rules
0:36:20 > 0:36:22rather substantially in the last 48 hours,
0:36:22 > 0:36:25but never mind, that's not saying we can't go forward.
0:36:25 > 0:36:28Right, Nick, what are we going to do?
0:36:28 > 0:36:31We just need to work out what we're going to say and stick to it.
0:36:31 > 0:36:32All right, let's do it.
0:36:32 > 0:36:35I would go out on a positive stance about frozen food, but I'd stop the
0:36:35 > 0:36:38knocking and I'd stop the trying to deflect the flack to somebody else,
0:36:38 > 0:36:40if you want my view.
0:36:40 > 0:36:42Not deflated by the criticism,
0:36:42 > 0:36:45Malcolm has one more trick up his sleeve.
0:36:45 > 0:36:48I think we should do a promotion on burgers.
0:36:50 > 0:36:53I think the timing of it is absolutely critical.
0:36:59 > 0:37:00So what?
0:37:01 > 0:37:03You are going to have to have a...
0:37:03 > 0:37:06We are going to have to have a very hard look at all the products we sell,
0:37:06 > 0:37:09because what we've done now is said, "Right, well, come and test us."
0:37:09 > 0:37:12You know, if you're The Sun now, you'll be sat there saying,
0:37:12 > 0:37:16"Right, I'm going to take every Iceland product and go and have a look at it."
0:37:16 > 0:37:18Well, let's see, go into your office.
0:37:34 > 0:37:37It's a nightmare.
0:37:37 > 0:37:39It's only a nightmare because sales are down.
0:37:39 > 0:37:43I mean, Nigel reckons it cost us 1.5 million that he
0:37:43 > 0:37:48could prove last week, but we were three million down.
0:37:48 > 0:37:54I mean, this is really serious, and it's completely unwarranted.
0:37:54 > 0:37:58And the TV that we're talking about, I was expected to go on TV and grovel
0:37:58 > 0:38:02and apologise and say it's all our fault and we'll do better next time.
0:38:02 > 0:38:05Well, I think that's what everybody else was doing, but we've
0:38:05 > 0:38:11done nothing wrong, so it's not popular to say, you know, what issue?
0:38:16 > 0:38:20Word of Malcolm's media spree, has reached Treorchy.
0:38:23 > 0:38:25I think he's a right wally.
0:38:27 > 0:38:29I'm sorry.
0:38:29 > 0:38:31Why say that?
0:38:31 > 0:38:35It's frozen foods, he puts horse meat in that.
0:38:35 > 0:38:38I think it's absolutely disgusting myself.
0:38:38 > 0:38:40I don't want to eat horse meat.
0:38:42 > 0:38:46I used to buy Wine Gums, I won't be buying Wine Gums any more,
0:38:46 > 0:38:49because according to the paper, it's in the gelatine,
0:38:49 > 0:38:50it can be in the gelatine.
0:38:53 > 0:38:55With the new store opening in three weeks,
0:38:55 > 0:38:59the would-be delivery drivers face their final trial.
0:38:59 > 0:39:03Trevor and Cassie have been invited to a nearby store to
0:39:03 > 0:39:05start their driving assessment.
0:39:05 > 0:39:06I want to see how you plan,
0:39:06 > 0:39:09I want to see what you're like with our customers, and from all
0:39:09 > 0:39:12that then, that will determine whether you're the right man.
0:39:12 > 0:39:15This is about how you are, with our customers... Yeah.
0:39:15 > 0:39:19..how you are whilst driving, and look,
0:39:19 > 0:39:22try and be as relaxed as you possibly can. Of course.
0:39:23 > 0:39:26I don't mind being out on the road, I haven't driven a van for a while,
0:39:26 > 0:39:30I don't really mind that bit of it, it's just I don't know Ponty at all.
0:39:30 > 0:39:32I like areas I know.
0:39:32 > 0:39:35If I grew up in Treorchy, I'd know all the streets.
0:39:38 > 0:39:40Bit shaky.
0:39:40 > 0:39:42But, um, nervous probably.
0:39:42 > 0:39:46The company's drivers earn more than the checkout staff.
0:39:46 > 0:39:48If Cassie and Trevor can pull it off,
0:39:48 > 0:39:51they'll eventually be on ?8.30 an hour.
0:39:51 > 0:39:53Is that in the middle? Is that it or...?
0:39:53 > 0:39:55I don't know, you tell me.
0:39:59 > 0:40:03Can't see a lot, it's a bit awkward pulling out here, isn't it?
0:40:03 > 0:40:06It's a black end road, that is.
0:40:06 > 0:40:09So, do I go to the top of this road and turn round?
0:40:09 > 0:40:12They'll need to find addresses within a time limit.
0:40:12 > 0:40:17We came down this street, and I turned, didn't I?
0:40:17 > 0:40:20It's not for you, is it? No. OK, sorry to bother you.
0:40:20 > 0:40:22Sorry to bother you, love.
0:40:22 > 0:40:23Where's Maritime Street?
0:40:24 > 0:40:28They'll be judged on whether they can keep their cool.
0:40:29 > 0:40:31Oh, shit.
0:40:32 > 0:40:34This is home delivery? Yeah. Yeah.
0:40:34 > 0:40:36This is what it's all about, you know,
0:40:36 > 0:40:38the pressure is going to be there.
0:40:39 > 0:40:41Let's hope we've got the right place then.
0:40:44 > 0:40:48In Treorchy, the rest of the shop floor staff have been recruited.
0:40:48 > 0:40:52Manager Martin's gathered them together for a dress rehearsal.
0:40:52 > 0:40:54The shop floor as you see it
0:40:54 > 0:40:56and the warehouse as you see them at the moment,
0:40:56 > 0:40:58are pretty much how they'll be.
0:40:58 > 0:41:01As you can see here, there's some bits and pieces still going on.
0:41:01 > 0:41:03All that will be finished and done and dusted.
0:41:03 > 0:41:06As soon as that door opens, and the customers start flooding in,
0:41:06 > 0:41:07that's it.
0:41:07 > 0:41:10This is crunch time now, everything we've done has led to this day,
0:41:10 > 0:41:12and this moment and this time.
0:41:12 > 0:41:17Next, an introduction to the company's rules and regulations.
0:41:17 > 0:41:20If you do come in scruffy or that, we send you home, all right?
0:41:20 > 0:41:21So I need to put that clear,
0:41:21 > 0:41:24we are a new store, we've got to set the standards high, all right?
0:41:24 > 0:41:28Sian, hair tied back, all right?
0:41:28 > 0:41:31Naughty girl.
0:41:31 > 0:41:32Beer and wine room, OK.
0:41:32 > 0:41:35As well as beer and wine, we keep confectionary in here because it was
0:41:35 > 0:41:38identified in the company that it's one of our biggest theft lines
0:41:38 > 0:41:43in the company, and that's not just from customers, but internally.
0:41:43 > 0:41:46For example, as I'm putting away the delivery, I'll just help
0:41:46 > 0:41:49myself to some Munchies or Minstrels or whatever takes your fancy, OK?
0:41:49 > 0:41:51Um, 2585.
0:41:51 > 0:41:53Got all the procedure and policy out the way
0:41:53 > 0:41:55so everybody's singing off the same hymn sheet.
0:41:55 > 0:41:57And tomorrow is just crunch time really now.
0:41:57 > 0:41:59Get in, get stuck in.
0:41:59 > 0:42:01All the roads have led to this day, I think
0:42:01 > 0:42:06was the terminology I used, and I guess it's sink or swim
0:42:06 > 0:42:08really, but, obviously, we want the swim so...
0:42:11 > 0:42:13It's been four days since the driving tests.
0:42:13 > 0:42:19Cassie's waiting for a phone call to find out whether she's got the job.
0:42:19 > 0:42:20Morning.
0:42:20 > 0:42:22Trevor's already had his call.
0:42:22 > 0:42:25The company doesn't think he can keep up with the job.
0:42:25 > 0:42:28'That was a bit of a shock to the system when you get down to the
0:42:28 > 0:42:32'last four and literally told you're not good enough when you're over 50.'
0:42:34 > 0:42:36Go on then.
0:42:36 > 0:42:38Come on, boy. Come on, big boy.
0:42:38 > 0:42:40Come on.
0:42:40 > 0:42:42That's it. Gone.
0:42:43 > 0:42:47Feel his feet now and, hopefully, he'll come back later.
0:42:49 > 0:42:51Here we go.
0:42:51 > 0:42:54'When I went through the process of Iceland, I just couldn't get
0:42:54 > 0:42:57'over how Americanised we've become.
0:42:57 > 0:43:00'They wanted to be happy and friendly.
0:43:00 > 0:43:05'People want to work, so they'll put up with anything.'
0:43:05 > 0:43:08I am a bit gutted about it, cos we went through a lot to get to
0:43:08 > 0:43:12that stage for, essentially, a part-time job.
0:43:12 > 0:43:14But, job's a job.
0:43:16 > 0:43:17Good girl.
0:43:19 > 0:43:21Here we are.
0:43:21 > 0:43:25Just very gentle with her, she's very delicate.
0:43:25 > 0:43:28You know, if you were frightened of her, of holding her,
0:43:28 > 0:43:30and she jump off...
0:43:30 > 0:43:34PHONE RINGS
0:43:34 > 0:43:38She don't want to come off my hand now. Go on. Good girl.
0:43:41 > 0:43:43Hello, Cassie speaking.
0:43:47 > 0:43:48Yeah, yeah.
0:43:48 > 0:43:49Brilliant.
0:43:49 > 0:43:53Thank you, thank you, my love, see you soon.
0:43:53 > 0:43:55Bye, bye.
0:43:55 > 0:43:59Yes. Oh, brilliant. I can't believe it.
0:43:59 > 0:44:02So tomorrow at nine o'clock, I'm going down to see about doing,
0:44:02 > 0:44:03driving the van.
0:44:03 > 0:44:05Oh, I can't believe it.
0:44:07 > 0:44:10Back at head office, the company is reeling from another
0:44:10 > 0:44:14of Malcolm's interviews broadcast last night on Panorama.
0:44:14 > 0:44:17Another casual remark has caused a storm.
0:44:18 > 0:44:20How can you sell a product
0:44:20 > 0:44:22if you don't really know for sure what's in it?
0:44:22 > 0:44:25I know exactly what's in our products, I've just told you.
0:44:25 > 0:44:29It said on that burger, that we looked at, 78% beef.
0:44:29 > 0:44:30B-E-E-F. Beef.
0:44:30 > 0:44:32That's what's in our burgers.
0:44:32 > 0:44:36I know, but the Irish say there is 0.1% of H-O-R-S-E horse.
0:44:36 > 0:44:38Well, that's the Irish, innit.
0:44:39 > 0:44:43Trish is a native of Donegal in Ireland.
0:44:43 > 0:44:47Malcolm said something about the Irish,
0:44:47 > 0:44:52which did not go down well with Irish people
0:44:52 > 0:44:54because some people might have thought
0:44:54 > 0:44:58he was actually criticising Irish people.
0:44:58 > 0:45:02Unfortunate at best, and people have been insulted by it.
0:45:02 > 0:45:04So, as a result of that today,
0:45:04 > 0:45:07an apology has gone out on our website,
0:45:07 > 0:45:08which it needed to do
0:45:08 > 0:45:12and I think it's the right thing to have happened.
0:45:15 > 0:45:19And I believe that there's been a lot of talk on the radio
0:45:19 > 0:45:22in Ireland today because of the comment.
0:45:22 > 0:45:27RADIO HOST: 'He made one of those you-crazy-bunch-of-Paddy's-type insinuations,
0:45:27 > 0:45:31'which is something that you might ignore or you get offended by.
0:45:31 > 0:45:36'It was done with the usual kind of standard cut and paste apology.
0:45:36 > 0:45:39'He notably didn't come out in front of the building himself.'
0:45:39 > 0:45:41'And what do you think?'
0:45:41 > 0:45:44About what, sorry? 'About it all.'
0:45:44 > 0:45:46I don't know really, sorry, James.
0:45:47 > 0:45:51'And is this the end? Of?'
0:45:51 > 0:45:53The end of me?
0:45:53 > 0:45:56SHE LAUGHS
0:45:56 > 0:45:57No.
0:45:57 > 0:45:59'It's not the end of you, is it?'
0:45:59 > 0:46:02No, I wasn't sure last night, actually,
0:46:02 > 0:46:05because I did ask Keith, I said, "Do I need to resign or what?"
0:46:05 > 0:46:07cos it kind of kicked off a bit last night,
0:46:07 > 0:46:11and he said that he didn't think so, but then he wrote this, you know,
0:46:11 > 0:46:14he's always got funny e-mails, and he wrote this e-mail saying I'm going
0:46:14 > 0:46:16to be in from 8:30 and I'll have a resignation letter
0:46:16 > 0:46:20drafted by 9:00 and we can debate which one of us will sign it.
0:46:20 > 0:46:22And I thought, "Oh, it's just between me and Keith,"
0:46:22 > 0:46:24but I looked and there was a lot of other names
0:46:24 > 0:46:27on there as well, including some fairly, you know, senior guys,
0:46:27 > 0:46:29so I thought, well, by law of averages,
0:46:29 > 0:46:30I might survive another day.
0:46:30 > 0:46:32And I have.
0:46:32 > 0:46:33In the wake of Malcolm's comments,
0:46:33 > 0:46:37Keith's spent a few days fielding complaints.
0:46:37 > 0:46:40Here we are in the PR nerve centre of Iceland at the end of
0:46:40 > 0:46:4296 hours of total hell,
0:46:42 > 0:46:46during which our Chief Executive has offended every local authority
0:46:46 > 0:46:48and public sector caterer in the country,
0:46:48 > 0:46:52and then, for good measure, insulted the entire population of Ireland.
0:46:52 > 0:46:57But, hey, we like a challenge so it's all been good, clean fun.
0:46:58 > 0:47:01The colleague reaction has been nothing but positive.
0:47:01 > 0:47:04They think it's great that he defends the company so passionately,
0:47:04 > 0:47:06they think it's great that he speaks out,
0:47:06 > 0:47:08they think it's great that he has an opinion.
0:47:08 > 0:47:11Keith's inbox from the public tells a different story.
0:47:11 > 0:47:15There was one that I particularly like,
0:47:15 > 0:47:18which was taking him to task for saying
0:47:18 > 0:47:20Iceland doesn't sell cheap food,
0:47:20 > 0:47:24pointing out that's what they came to Iceland for, you fucking idiot.
0:47:24 > 0:47:27"Walker's comments about the Irish were inconsiderate
0:47:27 > 0:47:28"and downright fucking ignorant."
0:47:28 > 0:47:32"Please feel free to pass on my message to that smug
0:47:32 > 0:47:35"cock-licking BLEEP freezer at your earliest convenience.
0:47:35 > 0:47:38"I wonder if he would go to Ireland and say it or like most
0:47:38 > 0:47:39"chicken-shit Brits,
0:47:39 > 0:47:42"is he too cowardly to say it from outside Britain?"
0:47:42 > 0:47:44Thank you, Mr Bastard.
0:47:46 > 0:47:49The company is hoping their newly-rebranded British burgers
0:47:49 > 0:47:53will reverse the downward spiral of sales.
0:47:53 > 0:47:56I mean what are they doing here? They're destroying an industry.
0:47:56 > 0:47:59"They, who's they?" Well, the press and the Government.
0:47:59 > 0:48:02We employ 25,000 people, there's jobs at stake here.
0:48:04 > 0:48:07So, we've got to fight back and it's knowing how to.
0:48:07 > 0:48:10And, do you know, the best thing we can do to fight back is just to put
0:48:10 > 0:48:14beef burgers on at half price and just watch them fly off the shelves.
0:48:18 > 0:48:22It's an audacious plan to get burgers moving again.
0:48:22 > 0:48:25The message is being fed down to the store managers in region
0:48:25 > 0:48:29three by area manager Steve Cropper.
0:48:29 > 0:48:31So we've got half price burger promotion.
0:48:31 > 0:48:34It was going to be a week, it's now going to be two weeks at half price.
0:48:34 > 0:48:37The public are pretty fickle, and that includes all of us.
0:48:37 > 0:48:40You know, we'll read about it today, it's disgraceful,
0:48:40 > 0:48:43it's a scandal, and by next week, they'll be eating their burgers
0:48:43 > 0:48:45on Skegness pier or whatever it is.
0:48:45 > 0:48:49We absolutely want to make sure that all old stock is out
0:48:49 > 0:48:53of the business, so that half-price promotion will help us do that.
0:48:53 > 0:48:55It's not about it's a risk product,
0:48:55 > 0:48:59which we're trying to clear it, we're saying our product is great.
0:48:59 > 0:49:01We're not trying to flog a dead horse.
0:49:01 > 0:49:03THEY LAUGH
0:49:03 > 0:49:06Burger sales are starting to move again.
0:49:08 > 0:49:14We're selling as many burgers now as we would
0:49:14 > 0:49:16do in the height of summer.
0:49:16 > 0:49:19But Malcolm wants to go a step further to win back
0:49:19 > 0:49:20the British public.
0:49:20 > 0:49:23And he wants to use the press.
0:49:23 > 0:49:25Instead of unleashing himself on the media,
0:49:25 > 0:49:27he's trying a more democratic approach.
0:49:27 > 0:49:30The board is sitting in to keep a close eye on him,
0:49:30 > 0:49:33whilst he calls a journalist from The Sun.
0:49:33 > 0:49:36Am I allowed to say that this isn't a problem?
0:49:37 > 0:49:40I think you're allowed to say it's not a problem in the broader
0:49:40 > 0:49:43context, of the problems that we've got in this country, yeah.
0:49:43 > 0:49:45Right. What you shouldn't do is trivialise it.
0:49:46 > 0:49:49No hedgehog jokes. No hedgehog jokes, no. Why not?
0:49:49 > 0:49:51Because whilst it's a non-story,
0:49:51 > 0:49:54in terms of the absolute facts on it, it is now the story.
0:49:58 > 0:50:00'Hello?' Steve.
0:50:00 > 0:50:02'Hi.' Malcolm Walker.
0:50:02 > 0:50:04'Malcolm, how are you?'
0:50:04 > 0:50:08Well, I don't know how to do Twitter, which is a good job,
0:50:08 > 0:50:12cos people keep telling me you're writing shit on Twitter.
0:50:12 > 0:50:15'Would you say I was a twit?'
0:50:15 > 0:50:17I think it might be looking that way.
0:50:17 > 0:50:20Right, what shall we talk about?
0:50:20 > 0:50:23Do you think people overreacted to what you were saying then?
0:50:23 > 0:50:27As Keith Han keeps pointing out, the economy is knackered,
0:50:27 > 0:50:30thousands of people are dying in Staffordshire health authority
0:50:30 > 0:50:34and all we can talk about is bloody gay marriage and horses, you know.
0:50:34 > 0:50:36It's... REPORTER LAUGHS
0:50:36 > 0:50:38Yeah.
0:50:38 > 0:50:45The Irish FSA found traces, microscopic traces, of horse DNA.
0:50:45 > 0:50:48I'm not talking about horse meat, I'm talking about horse DNA.
0:50:48 > 0:50:51We then tested the same products from the same batch
0:50:51 > 0:50:55on the same day in two independent laboratories
0:50:55 > 0:50:58using fully-accredited testing methods, and found nothing.
0:50:58 > 0:51:01Really? It is a storm in a teacup.
0:51:01 > 0:51:05Our products are 100% clear and we need to make that point.
0:51:05 > 0:51:09We're thinking we might do a promotion with your newspaper,
0:51:09 > 0:51:14if you're kind to us, giving away a 100,000 burgers.
0:51:14 > 0:51:15'That sounds great,
0:51:15 > 0:51:18'I mean what I'll do is, Malcolm, I'll get this in and then I'll...'
0:51:18 > 0:51:20Stop tweeting lies!
0:51:20 > 0:51:22REPORTER LAUGHS
0:51:22 > 0:51:24Send some...I mean, uh...
0:51:24 > 0:51:25I will do, it's better for the health.
0:51:25 > 0:51:27Yeah. Send a nice tweet out saying what...
0:51:27 > 0:51:30I will do, well, I'll do that tomorrow with the story here.
0:51:30 > 0:51:32But, no, I mean if you talk to our guys,
0:51:32 > 0:51:34I'm sure they'd love to give away an Iceland burger.
0:51:34 > 0:51:37Sainsbury's had similar campaigns during the BSE crisis,
0:51:37 > 0:51:39which were a success.
0:51:41 > 0:51:44Malcolm's ploy is looking promising on the shop floor.
0:51:44 > 0:51:47Burgers are flying off the shelves.
0:51:47 > 0:51:49I'm always hungry.
0:51:49 > 0:51:54You are always hungry. You eat like a horse, don't you?
0:51:54 > 0:51:57They look... They don't look...
0:51:57 > 0:51:59Sometimes stuff might not look very nice,
0:51:59 > 0:52:01but it can taste lovely.
0:52:05 > 0:52:09In Treorchy, opening day has finally arrived.
0:52:14 > 0:52:18Cassie is getting ready for her first full day.
0:52:18 > 0:52:21As an Icelander, she'll have to cover up her body art.
0:52:21 > 0:52:26I've got 15 tattoos actually, and none of them are on show,
0:52:26 > 0:52:28so that's good for Iceland.
0:52:28 > 0:52:30But, yeah, 15.
0:52:30 > 0:52:32If we have a night out then they'll be on show.
0:52:35 > 0:52:38There was a lot of people going for the job, and they picked us,
0:52:38 > 0:52:41so you feel a little bit special.
0:52:42 > 0:52:45Unless I get a serious lottery win, I'm going
0:52:45 > 0:52:48to be there for years, hopefully, if they'll have me.
0:52:52 > 0:52:56Martin's about to become the store manager of Iceland's newest branch.
0:52:58 > 0:53:01His hope is to make ?15,000 on the first day.
0:53:01 > 0:53:05But will the horse meat scandal keep customers away?
0:53:05 > 0:53:07T minus nine minutes.
0:53:08 > 0:53:10This is it.
0:53:10 > 0:53:12Is the first customer me? Looks like it.
0:53:12 > 0:53:15I'm looking forward to the cheap prices.
0:53:20 > 0:53:23I like the ready meals I do. I'm cheap.
0:53:23 > 0:53:25SHE LAUGHS
0:53:25 > 0:53:27Yeah, she is cheap actually.
0:53:28 > 0:53:30They're more tastier.
0:53:30 > 0:53:32I don't know what they put in there but it's nice.
0:53:32 > 0:53:35This is the only opening day that you guys will ever get
0:53:35 > 0:53:38so make it last, Cassie, yeah? You up for it?
0:53:38 > 0:53:40'Can't wait.'
0:53:40 > 0:53:42Let's do it then.
0:53:43 > 0:53:47CHEERING AND APPLAUSE
0:53:47 > 0:53:48Long live Iceland.
0:53:50 > 0:53:53Roll up, roll up, Iceland's open today.
0:53:53 > 0:53:56Don't be shy, we sell Birds Eye.
0:53:56 > 0:53:59Town Crier Yian, not sure where the idea came from.
0:53:59 > 0:54:00In a hurry? Grab a curry.
0:54:00 > 0:54:03We promised him lunch, a 16-portion gateaux.
0:54:03 > 0:54:04Are they going to pay him?
0:54:04 > 0:54:06And he was more than happy with just that.
0:54:06 > 0:54:08Diet Coke, that's no joke.
0:54:10 > 0:54:13Oh, forgot the rest of it now off the top of me head.
0:54:13 > 0:54:15A few nerves just before we opened,
0:54:15 > 0:54:20we had the cashier on till one burst into tears, she's a local
0:54:20 > 0:54:24girl, so they'll all come in and say congratulations for getting the job.
0:54:24 > 0:54:26It's lovely to be back at work,
0:54:26 > 0:54:29and back at work in Treorchy is the best place ever.
0:54:29 > 0:54:32You won't get customers like this anywhere else.
0:54:32 > 0:54:34The store's a success -
0:54:34 > 0:54:39they've made ?21,000 on their first day.
0:54:39 > 0:54:41It's a small token of my appreciation, I think you've
0:54:41 > 0:54:44done a cracking job. Red or white? You've got the first choice.
0:54:44 > 0:54:46Red, it's got to be red.
0:54:46 > 0:54:49Well, look, congratulations, I think what we've seen today is
0:54:49 > 0:54:54a start of a great success, and, Chris, hopefully, you drink white?
0:54:54 > 0:54:55Yeah, that's fine.
0:54:55 > 0:54:57So, again, thanks for your support.
0:55:00 > 0:55:03It's Cassie's first shift on the road after months looking for a job.
0:55:05 > 0:55:09My first delivery working for Iceland.
0:55:09 > 0:55:11It's nice to be back in work.
0:55:11 > 0:55:13It came just at the right time actually.
0:55:14 > 0:55:16God, the hours are flying.
0:55:16 > 0:55:18You know, enjoying your work,
0:55:18 > 0:55:21it's busy but the time goes quickly too.
0:55:23 > 0:55:26'So, what is today?'
0:55:26 > 0:55:29So, this is a finale, I suppose,
0:55:29 > 0:55:31so my opportunity to present the whole range.
0:55:31 > 0:55:35At headquarters, senior buyer Alistair's Rice Krispie-style
0:55:35 > 0:55:38prawns are ready to be presented to the board.
0:55:39 > 0:55:42I think they're good. The Bubble Bobble, yeah.
0:55:42 > 0:55:43It's got a good crunch.
0:55:44 > 0:55:47I think these are great, absolutely great, these ones.
0:55:47 > 0:55:49Good. Like those prawns.
0:55:49 > 0:55:52Yeah, they're good, they're really good.
0:55:52 > 0:55:56The prawns have arrived at Tooting for their first public outing.
0:55:56 > 0:55:58The lawyers have approved Alistair's name for them.
0:55:58 > 0:56:00Bubble Bobble prawns.
0:56:02 > 0:56:05I like the name, it's quite difficult to say, Bubble Bobble.
0:56:05 > 0:56:09I bet people just come in saying, "Have you got those bobble prawns?"
0:56:09 > 0:56:13They are Bubble Bobble prawns they're called, and they're
0:56:13 > 0:56:17in a sweet chilli marinade, king prawn, with crisped rice batter.
0:56:18 > 0:56:19Like a shrimp.
0:56:19 > 0:56:23Just like shrimp, yeah, I see. Do you want to try one? Yeah, thanks.
0:56:25 > 0:56:27Let me know what you think.
0:56:27 > 0:56:28Yeah, it's nice.
0:56:28 > 0:56:32They're called Bubble Bobble prawns.
0:56:32 > 0:56:33What do you think of the name?
0:56:33 > 0:56:37Bubble Bobble prawns. Difficult to remember, it's a bit of a tongue twister, isn't it?
0:56:37 > 0:56:39Bubble Bobble prawns. They're just here.
0:56:41 > 0:56:44The horse meat scandal has finally left the headlines,
0:56:44 > 0:56:47Malcolm's burger promotion has worked, and Iceland has shifted
0:56:47 > 0:56:52more burgers than in any other month of their 40-year history.
0:56:54 > 0:56:56After 30 years of working together,
0:56:56 > 0:57:02Malcolm and his PR consultant Keith have weathered another storm.
0:57:02 > 0:57:03You're too cautious.
0:57:03 > 0:57:06I'll have a carpaccio then.
0:57:06 > 0:57:08That's very nice. Have you had that before? Yeah.
0:57:08 > 0:57:11I think we can always predict Keith. How are you, Keith?
0:57:11 > 0:57:13GLUMLY: "Oh, I'm dying."
0:57:13 > 0:57:17Have you ever watched one of the big Royal ceremonials in London?
0:57:17 > 0:57:18Say the Trooping of the Colour?
0:57:18 > 0:57:21Malcolm is the role of the Queen, he's there in the carriage
0:57:21 > 0:57:25waving or something. Right at the end, after all
0:57:25 > 0:57:28the horses of the house of cavalry have gone past, there's a bloke
0:57:28 > 0:57:32driving a truck that sweeps up the shit, and that's my role in Iceland.
0:57:32 > 0:57:36I'm the bloke driving the truck that sweeps up the shit.
0:57:38 > 0:57:41Next time, an Iceland wedding.
0:57:41 > 0:57:43The food went, whoof gone.
0:57:43 > 0:57:46With the company's image still affected by Horsegate,
0:57:46 > 0:57:49Malcolm's re-launch is more urgent than ever.
0:57:49 > 0:57:52Posh. Oh, I like that name, posh grub.
0:57:52 > 0:57:56Can Iceland attract a new type of customer...
0:57:56 > 0:57:57Oh, this is Iceland.
0:57:57 > 0:58:00We have to say the shop, not the country.
0:58:00 > 0:58:03..and dissuade the wrong type?
0:58:03 > 0:58:05Our job is to protect our staff.
0:58:05 > 0:58:09We all get our sleeves rolled up and get stuck in.
0:58:09 > 0:58:11Would you like to find out more?
0:58:11 > 0:58:15Join the Open University in exploring the changing face of the high street,
0:58:15 > 0:58:17and discover what's in store for the future.
0:58:17 > 0:58:23Go to bbc.co.uk/freezer and follow the links to the Open University.
0:58:42 > 0:58:45Subtitles by Red Bee Media Ltd