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Fresh & Easy: The first 100 days

February 28th, 2008, 3:00 pm · 2 Comments · posted by Nancy Luna, Staff Writer

Fresh & Easy MarqueeBritish retail giant Tesco opened its first Fresh & Easy Neighborhood Markets four months ago. With 55 stores open as of this week, several supermarket watchers have stated that Tesco is facing some not-so-easy problems.

Various reports have surfaced stating that Fresh & Easy is off to a rocky start. For example, consumer research firm, The Hartman Group, said Tesco “faces numerous challenges” in convincing people to buy its fresh, and easy format.

In a report titled “Missives and Musings on Fresh & Easy in America,” Hartman questioned the freshness of the store’s “pre-wrapped” produce and its lack of “ready to eat” food options.

“Our eight mile high conclusion is that Fresh & Easy isn’t so fresh, either from a product level or retail experience perspective,” the report stated. “And, while it is easy, we must wonder – does easy really matter?”

I talked to one of Fresh & Easy’s top executive’s, Simon Uwins, this week. Read what the marketing officer had to say about Tesco’s first 100 days, HERE.

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 2 Comments

  • outsider says:
    February 29, 2008 at 8:44 am

    I have been to the Orange store , and to put it mildly it is bleak. Looks like a food store warehouse for the Ministry of Agriculture or a scene from the movie 1984.

    I thought I heard Charelton Heston voice over the intercom “Soylent green is people!”

    Post Reply
  • Jennifer says:
    February 29, 2008 at 1:30 pm

    I’ve been really disappointed with my few trips to F&E here in Orange. Yes, it’s ugly. But I can get over that -it’s what’s inside that sterile warehouse that bugs me. My expectation was completely different than reality. I was expecting loads of attractively presented fresh produce to CHOOSE from. I don’t like having to take a pre-bagged and sealed bunch of citrus or apples.

    I was also expecting more LIGHT and/or HEALTHY pre-made food. Not fattening burritos, pasta, and macaroni and cheese. I was picturing really top of the line rotisserie chickens, pre-grilled veggies, flank steak, etc. that could be reheated. I don’t dig the pre-seasoned uncooked meats. That doesn’t help me at all. I can season and marinate my own meats if I have to cook them.

    It’s just an OK experience. I’d stick with TJs or even the regular supermarket. I have to go out of my way to go to F&E. Basically, this is a fresher version (I guess) of Food 4 Less — boxes on the shelves, bag yourself, and all.

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