It can’t just be me that finds the concept of EasyPizza (from the people who brought you EasyJet, of course) a bit odd.

Like their flights and car hire operations, the principle is simple - incentivise purchase during slow periods in order to even out usage patterns. Use the internet to minimise admin costs. Reward early purchase, pass the cost on to late bookings. Use alternative suppliers and locations.

But.

The thing is, it may be cheaper if you order delivery for off-peak periods, but that doesn’t mean you’ll actually be hungry at those awkward times.

Or perhaps, like the flights, the further in advance you order your pizza, the cheaper it is. Which is all well and good if you know what you’re going to want to eat three weeks on Thursday.

Or is the concept that the basic pizza is no frills - base and tomato puree only - and all the toppings are paid extras, which come at a premium like food and drink from the in-flight EasyKiosk? You want ham and pineapple, sir? That’ll be an extra £8.35.

Or perhaps they only deliver to the house down the road - near enough your house to make it seem worthwhile, but actually a bit of a klart.

All strikes me as a bit rum, frankly - and don’t get me started on EasyCruise (”we’ll be stopping in Barcelona (well, Nerja), Santorini (easy to get to from the nearby island of Skiathos) and Venice (actually Ancona, but it’s only a couple of hours on the train away…”) EasyHotel (”Special room rates for stays between 9am and 2pm!”) and EasyMusic (”Special download price for this obscure cover of a song you might vaguley want!”).

You’ve got to hand it to that Stelios chap. He’s nothing if not tenacious.

I’d like to submit to him my own entrepeneurial idea for the Easy group - you can have this one for free.

It’s simple: mushy vegetable products to accompany fish and chips available on an as-required purchase basis. You only pay for what you actually want - one spoonful, two, and so on. You book your serving over the internet, and you get a discount for ordering weeks in advance. Easy peasy.