LOL Mark - met that chap on numerous occasions !! There are a couple of basic supermarkets under Rila and a slightly better one under the new apartments next door. Very good one in Samokov if you can be bothered to go - mini bus from the main road is about 1 lev each.
The cheap as chips and asda price bar is the best bar in boro.
They do the most amazing garlic potatoes you have ever eaten-they are not on menu but just ask for them.
Is the man still wearing his reindeer headgear??
There is an Aldo supermarket up the road to the side of the 'Venice' bar (if you come up the main road of shops alongside the Rila turn right) - it's opposite the Black Cat I think. Excellent choice of food and cheap alcohol in there.
In Borovez are two small and well priced shops. One is near the Ela on the road down to the old centre and the other one is in the old centre both looking not quite new and brilliant but the prices are much better as in anyone of the other shops in Boro. Oh the secound one called Jimmys.
Or if it was posted before take the bus 1,20 lev to Samokov on the big walkers bridge you will find an western european style super market with anything for fine prices.