Cromer's new Lidl store welcomed its first customers this morning.
Town mayor David Pritchard cut the ribbon, officially opening the cut-price store on Holt Road at 8am.
The 1,063 square metre shop, and adjoining 75 square metre Subway restaurant, have been taking shape on the edge-of-town site since last year. It will also offer 66 car-park spaces.
The German-based discount specialist firm says its latest store's opening has created 40 new full and part-time jobs for local people.
Its manager is Peter Howell, whose home town is Cromer. He has worked for the company for nearly 18 years and has previously managed a number of stores in Norfolk.
Lidl's long-anticipated arrival is expected to herald fierce competition as the store competes for customers with the resort's existing Morrisons, Budgens, Co-operative and Iceland supermarkets.
A Lidl spokesman said the opening would kick off with a bumper five-week promotion where customers would find: 'unbeatable deals being offered around the store including huge price drops on non-food items'.
Cromer would be a 'new generation' Lidl food store, and would include an in-house bakery serving fresh bread, rolls and pastries every day.
Mr Pritchard said: 'Cromer will welcome Lidl as the store gives the consumer additional choice. The Lidl brand is seen in over 20 countries and appears to offer everyday items at competitive prices which can only be good for the shopper in the current tough times.
'I wish Lidl every success in the knowledge that the people of Cromer will be there to support them'.
Lidl first announced its plans to the public at an exhibition in the town's Merchants Place in July 2011.
At the time Cromer Chamber of Trade expressed concerns at the loss of the BP filling station which stood on the site, leaving the town with two others, and questioned whether the town needed another supermarket.
Planning permission was granted by North Norfolk District Council in November 2011 and in March the following year the BP garage and Spar shop, which had occupied the land, ceased trading.
An existing Subway restaurant closed in September 2012 ahead of redevelopment of the whole site.
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 The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.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