BIG name brands will be moving onto Southend seafront as an arcade is closed down after almost half a century.

Paul Thompson, chairman of the Southend Seafront Traders Association, has bought the former Circus Circus arcade and he plans to transform it with food outlets including Subway, Costa and Dunkin’ Donuts moving in.

Mr Thompson’s new venture is being fitted in quick time ready for an opening on Friday, though he admits it is another sign of the seafront moving away from its traditional roots.

The new eateries will also include Baskin Robbins and Maple Moose pancakes and will fit around a Spar supermarket.

Mr Thompson said: “I think the seafront is moving away from the traditional fish and chip shops, so we’ve gone for big names which have a lot of followers, that will attract both residents and tourists.

“I think there’s still a place for arcades on the seafront, but we need to bring in other offers as well.

“Subway is the biggest takeaway in England now and we’ve got some brands that are big in America, but are breaking into the English market, so we’re very excited to have something else to offer to people down on the seafront.”

The new development will also contain a soft play area for youngsters.

Circus Circus had been trading on the Golden Mile for 45 years, and was caught in the catastrophic flooding in September last year.

However, its owner claims the deluge had nothing to do with him shutting up shop.

As one arcade prepares to close, another one prepares to open its doors, and the owner believes that seafront amusements haven’t had their day yet.

Martin Richardson, who is currently re-fitting the Happidrome after the flood, said: “The arcades are what people come down here for. They want the kiss me quick holiday of an ice cream, stroll on the beach, and play on the arcades.

“It’s a ghost town down here for six months though, so I’m not sure it’s going to work. Even McDonald’s wouldn’t survive down here.

“But hats off to them, they have balls of steel to try it. Let’s hope they’ve done their homework, and have got an A instead of a D.”

This week, the seafront is likely to have another development given planning permission, with proposals at Marine Plaza, incorporating 282 flats, bars, restaurants, and takeaways to be decided on Wednesday.

THE man who sold up Circus Circus believes the new venture will be a success, despite it being a huge break from the past.

Peter Ketteley, who has run the historic arcade on Marine Parade for 45 years, says that although footfall is dwindling, he still believes there is a place for arcades on the seafront.

He said: “This is something that will attract people in the winter and it’s an alternative to what’s down there at the moment, and there’s something for everyone inside.

“I think it’ll be very successful and it’s something different for the seafront.

“I decided to retire and sell up Circus Circus, it doesn’t have anything to do with the suggestion that arcades are dying out.

“On the contrary, they are still very popular and we get people from all over the country coming to try out the arcades on the seafront.”