Nisa says stores enjoyed “increased footfall and interest” during freshers week thanks to targeted promotional activity.

Stores used special offers, posters and meal deals to tempt students.

Michael Dadra, owner of the Nisa Local in Digbeth, near Birmingham University, said it had “gained student loyalty” by handing out free samples and Nisa-branded goods.

“We also used a hamper to show students how to create meals,” he said.

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