A delicatessen launched in response to customer demand looks set to be another sure-fire success for one of Dorset’s best-known beachside restaurants.

Queues had formed by the time The Noisy Lobster’s new Deli, Shop and Bakery officially opened for business on Mudeford’s Avon Beach.

Around £50,000 has been invested in the venture which involved a total revamp of the previous beach shop.

Cured seafood and The Noisy Lobster’s own sauces and condiments are now available to buy together with flavoured butters, fresh bread and other items made in the kitchens.

A range of local brands are also stocked including Dorset Spice Shed, Dorset Sea Salt and Dorset Ginger.

Monica Taylor, Marketing Manager, said customers dining in the restaurant had asked if they could buy their favourite sauces, flavoured butters and other products.

She added: “The deli was totally customer-led.

“We couldn’t be more excited to now offer many of the things they love in the deli.

“Stewart Parker, our Head Deli Chef, does the most amazing job and is so talented.

“There’s been so much anticipation about the opening of the deli along with our new-look shop and bakery.

“It’s great to also showcase, and support, other local brands.”

Five new jobs have been created with the new venture.

Laura Huxtable-White is the Shop Manager assisted by Daisy Wheeler – both pictured at the deli counter – and Sophie Wardle.

A vacancy currently exists for a Supervisor.

All the bread, cakes and pastries are freshly made every day in the onsite bakery with gluten-free and vegan products available.

Daisy, who is Assistant Shop Manager and, like Monica, first joined The Noisy Lobster as a waitress, said: “We’ve worked hard to make sure we’re as eco-friendly and sustainable as possible.

“There are no more plastic bags and we use recyclable packaging.

“We’ve done so much and it feels very special.

“There really is something for everyone here.”

The shop also sells a full range of merchandise for The Noisy Lobster – from clothing to reusable coffee cups – sourced from Christchurch-based Hotline.

Monica, pictured, said: “We have a huge following on social media and across the country.

“The feedback we’ve already received is brilliant.”

Apart from the new deli, shop and bakery, The Noisy Lobster includes the restaurant with around 200 covers – rated 4.5 out of 5 from 2,785 reviews on Tripadvisor – The Coffee Cabin, The Lobster Hatch and also beach huts.

The Occasion Hut is available for birthdays, anniversaries, family get-togethers and special celebrations.

Peter Hayward, 37,  pictured left, who acquired the business with his younger brother Stephen, 35, in 2012 said more than £3 million had since been invested by their company, Avon Beach Ltd.

It now employs more than 150 full and part-time staff at peak season with around 800 customers in the restaurant on a busy day and over 1,000 takeaways.

Peter said: “We have a lot of very loyal customers and it was clear the deli was something they wanted.

“We’re very pleased to see it open.”