win-win

"We'll have a partnership on our terms. There's a win-win possibility there, but on our terms, not on their terms," he said.

However, he said there was a "win-win possibility" for his country if it could secure a deal with the US and also build on trading relationships with the European Union and the UK.

Levin says it was a win-win, as running a sandwich shop is more economical than a restaurant, and diners can still indulge in quality food without exorbitant prices.

"Many countries have lined up for negotiations and at the end of the day we want fairness and a win-win solution," he added.

"In the US, the guests' involvement is often newsworthy in itself - they also know their presence will generate a lot of publicity, so it's a win-win situation," Aroesti adds.