More than 100 customers waited in line from as early as 4am to see the opening of a new Iceland store in Bicester.
The Food Warehouse store opened on Tuesday, September 3, at Launton Road Retail Park.
To celebrate the opening, £1,000 worth of vouchers were gifted to the first 100 customers in line.
There was also a free tray of Ferrero Rocher for the first 200 customers, and everyone in the queue before 7.45am received a raffle ticket.
Five other shoppers won the chance to take part in a two-minute supermarket sweep-style trolley dash around the empty store, filling their trolleys for free.
Glenn Clarke, store manager, said: “We’re so pleased to welcome Bicester shoppers to our brand new The Food Warehouse store.
"Everyone was so excited for the grand opening - people were even in the queue from 4am this morning.
"If you haven’t been down yet, make sure to check out our brand-new store."
The Food Warehouse stores are often double the size of traditional Iceland stores.
Offering a much larger range of products, they are designed to look like a warehouse, with wide shopping aisles and large spaces.
Kristian Barrett, group retail director at Iceland Foods, added: “We’re thrilled to have opened our new Bicester store."
The store will be open from 8am to 8pm from Monday to Saturday, and from 10am to 4pm on Sundays.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here