Hundreds of shoppers in Chatteris queued up as Tesco's first new Jack's discount stores opened for business.
The budget store, in Fenland Way, opened to shoppers today after the Jack's brand was launched yesterday by Tesco chief executive Dave Lewis.
One shopper even told how she had queued for seven hours to be first into the new store, which is the first of about 15 to be opened nationally as Tesco takes on discounters Aldi and Lidl.
Shopper Delia Fernandez (41) said she arrived at 3am to be first in line at the store, which opened at 10am with a ribbon cutting and a shower of confetti.
She said: "I wanted to see the different bargains that they've got and to have a good look."
She said she usually shops at Aldi but could be persuaded to change, adding: "Prices, it all depends on the price and quality of the product."
Jeevan Gunaratnam (48) who emerged with a trolley full of shopping, lives in London but decided to visit Jack's as he was in the area.
The medical sales worker said: "I occasionally shop in some of the other German stores like Lidl and Aldi so I was curious as I was nearby and thought I would just have a look, and I was really impressed.
"I think prices are good, I think the whole package Tesco has put together for Jack's is really good and I think it will be a really good addition to the high street."
He said he usually shops at Tesco, Lidl and occasionally Waitrose, but added if he had a local Jack's store "I think it would influence me to go and buy some things".
"Obviously there's not the full range but I think for the stuff you need day-to-day it's got some really good lines."
Retired mechanic Mark Burton (48) of Chatteris, said: "It's more competition, bringing in better prices for the town."
Most products will be Jack's own brand and the chain will have 2,600 lines.
Retired builder William McPherson, 72, of Chatteris, said: "There's a good selection of goods there."
He added prices were "comparable with Aldi" and he liked the layout - "there's plenty of room so you're not crammed up".
The launch of Jack's is part of Tesco's centenary celebrations which will see the business mark 100 years in 2019.
Jack Cohen founded Tesco 99 years ago in 1919.