TOWIE star James “Arg” Argent opened a new restaurant on Southend seafront.

He cut the ribbon at the £2million Feelgoods pizzeria, game zone and retro milkshake bar, at Adventure Island.

The new development, which replaces the popular Pizzas of Eight eatery, created 50 jobs. Arg, who appears in ITV2’s the Only Way is Essex, also performed at the opening night.

The upper floor houses a pizza and pasta restaurant, plus a stage for live entertainment performed by visiting acts and the staff.

There is also a Game Zone on the ground floor, which is cash free – visitors load credit onto swipe cards and then play. With each game you can collect points that can be swapped for prizes ranging from cuddly toys to Xbox 360’s.

Marc Miller, managing director of Stockvale, which runs Adventure Island, said: “With City Beach making such a huge improvement to Southend, our aim is that Feelgoods will enhance that even further.

“It will make the seafront a destination for families throughout the year – bringing much-needed trade to the area through the winter months. It will also help transform the evening economy into a friendly and family-focused experience.”

Feelgoods is also environmentally-friendly.

It has a natural sedum “living roof” made up from hundreds of mini cacti that change colour through the seasons and are completely self sufficient, absorbing water from the environment.

The roof is also a natural migrating place for birds.

Mr Miller added: “We worked really hard to design a building that responds to the sensitive setting of Southend’s internationally important pier and reflect the heritage and nostalgia for the Great British seaside.

“We really hope Feelgoods will further boost Southend’s vital tourist economy and create much needed additional jobs for our town.”