The operation would be carried out by Thomas Begley and Seán Kelly, two IRA members in their early twenties from Ardoyne. They drove from Ardoyne to the Shankill in a hijacked blue Ford Escort, which they parked on Berlin Street, around the corner from Frizzell's. Dressed as deliverymen, they entered the shop with the five-pound bomb in a holdall. It was shortly after 1 pm on a Saturday afternoon and the area was crowded with mostly women and children. Whilst Kelly waited at the door, Begley made his way through the customers towards the counter, where the bomb detonated prematurely. Forensic evidence showed that Begley had been holding the bomb over the refrigerated serving counter when it exploded. Begley was killed along with nine other people, two of them children. They were the owner John Frizzell (63); his daughter Sharon McBride (29); Leanne Murray (13); UDA member Michael Morrison (27); his partner Evelyn Baird (27) and their daughter Michelle (7); George Williamson (63) and his wife Gillian (49); and Wilma McKee (38). The force of the blast caused the old building to collapse into a pile of rubble. The upper floor came down upon those inside the shop, crushing many of the survivors under the rubble, where they remained until rescued some hours later by volunteers and emergency services. About 57 people were injured. At the scene during the rescue operation were several senior loyalists, including Adair and Billy McQuiston. The latter had been in a pub on the nearest corner when the bomb went off. Among those rescued from the rubble was the badly-wounded Seán Kelly.