Iceland

Iceland Food opened over a year ago on the Broadway. It took over the space that Woolworths (RIP!) used to occupy. I was initially suspicious of a predominantly frozen food shop on a high street that already had an M&S and several successful corner shops, but I am happy to report Iceland has a place in Mill Hill.
Entering the supermarket on a busy Friday afternoon, the aisles were easy to navigate (avec basket, sans trolley), no products were out of stock, and the maximum number of checkout attendants were present. Despite being known for its frozen produce, this Iceland had a good selection of fresh fruit and veg, and at prices comparable to the local newsagents up the road. Obviously, my total shop was much cheaper than if I’d gone to M&S, but the quality of my shop was similarly less.
I have removed one star because it is still Iceland, and I am concerned about large corporations coming into small high streets like my own, gradually inching out the local businesses that already provide frozen and fresh produce to the local community. Having visited the Iceland twice more since my first visit, I haven’t seen any OAPs/​seniors (maybe they go there at other times?), and I can’t help but think that the garish lighting and coffin-​sized freezers are off-​putting (certainly, my mother worries she’ll fall in the freezer and then be sold off on special offer…).
I was going to remove another star for the higgledy-​piggledy arrangement of the non-​frozen foods, but I reinstated it on account of excellent customer service — every time I looked confusedly at the aisles, someone jumped to my assistance, locating the flour, spinach or bouillon cubes as necessary.
Pros: affordable produce, good customer service.
Cons: anti-​high street capitalist mediocrity with garish strip lighting.
Ok, you can now say it: «Mum’s gone to Iceland.»