Hundreds of people have queued up out the door and for hours at a time after a fish and chip shop began serving portions for just 45p.
In a callback to the 1970s, Mother Hubbard's chip shop and its new Sheffield-based branch offered up the cheap meal in homage to the early days of fish and chip stores.
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Owners of Mother Hubbard's chip shop first launched their enterprise in 1972 in Bradford, and wanted to charge what they did back when they first opened their doors.
Opened by Coronation Street favourites Stan and Hilda Ogden, the store slashed its usual price of £8.75 to under 50p for the first 1,000 customers to step over the threshold.
Their website lists a usual price of £8.75, but Mother Hubbard is set to feed a thousand, determined to make sure that everyone in the queue is able to grab something to eat.
Tables inside the shop have been completely laden with bags of food ready for customers to buy.
Head chef Chris Farnell said: "We are doing this to give something to the community and this is a great way to introduce ourselves and meet our customers."
Doors opened to the mammoth queue at 11:00am, but a half hour before the shop had even opened and punters were queueing up for a taste of the 1970s.
Tom Watson, 25, was first in line for the cheap meal, and said: "I saw a friend had posted it on Facebook and I thought why not. We are getting 45p fish and chips which is amazing especially with the cost of living at the moment."
Another customer, Daniel Gibbons, 60, said: "I think it's been a really good idea. It brings in interest.
"I am quite familiar with this area and a lot of businesses fail because of their location but this should put these guys on the map."
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