TESCO’s USA Operations Go Live Fresh ... And Easy

TESCO's fresh & easy Logo - Image Credit: fresh & easy Neighborhood Market Inc.

TESCO’s USA Operations Go Live Fresh ... And Easy
(UPDATED April 1, 2008)

TESCO’s website that is a cornerstone for the ambitious effort to establish a new brand and way of convenience store positioning went live and online yesterday.

With this site, TESCO hopes to establish a communications link between its fledgling Fresh & Easy brand of neighborhood convenience food stores and labeled consumer products.

The site -- www.freshandeasy.com -- offers a background on the company, insight into its strategy and philosophy, and hints at what shoppers can expect from its stores. The company's purpose: "We're here to create value for our customers and earn their lifetime loyalty," states the information found at the site.

Further, with this first cornerstone of consumer communications launched, TESCO establishes that Fresh & Easy is more than just another website in support of a business operation … the website reflects the importance of a node of information that can be easily accessed and beyond just product promotion. It is important to note that the Fresh & Easy website is live before even one store is opened. It reflects a commitment to process and intent to become truly “Fresh & Easy”.

A Good Neighbor - Image Credit: fresh & easy Neighborhood Market Inc.

Excerpts from Convenience Store News -

Tesco Goes Online in U.S.
Progressive Grocer via Convenience Store News – April 18, 2007

EL SEGUNDO, Calif. -- Tesco's Fresh & Easy Neighborhood Market now has a Web site dedicated to providing consumers with company news and information about its stores, culture and philosophy, reported Progressive Grocer, sister company to Convenience Store News.
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"It seems obvious. People want fresh, healthy food. People want things to be easy. So we're making our stores that way. How? By filling them with friendly people and high-quality food at affordable prices," the home page states. "Because we're a good neighbor who cares about the environment, we're including energy-efficient equipment in every store. And since we'll be right in the neighborhood, we'll help reduce our customers' travel time and boost local trade."

Along with a newsroom with current and past press information about the company, information on the site includes sections showcasing:

- The Fresh & Easy shopping experience and information on the Fresh & Easy line of products;

- The company's commitment to minimize its impact on the environment;

- The company's commitment to being a good neighbor;

- What it means to be a part of the Fresh & Easy Neighborhood Market team and details on the application process; and

- A "Your Thoughts" area, where consumers can provide feedback about the company or its stores.

Where We Are - Image Credit: fresh & easy Neighborhood Market Inc.

"As we prepare to open stores in neighborhoods throughout the West, we [want] to provide consumers with a tool to learn more about Fresh & Easy Neighborhood Market and the opportunities that will be coming into their communities later this year," said Fresh & Easy CEO Tim Mason.
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As planned stores open in Los Angeles, San Diego, Phoenix and Las Vegas, specific store locations and details will also be available on the site, the report stated.

Tesco CEO Terry Leahy said earlier this week that he is "increasingly encouraged" by the prospects for success in the U.S. with the new format. Leahy told Reuters the company's startup costs for the U.S. operation were around 65 million pounds ($129 million). He also said he anticipates the U.S. business to be profitable in its third year.

The chain also reported a record 2.55 billion pounds ($5.1 billion) in annual profit, and doubled the amount of its cash dividend to shareholders, Progressive Grocer reported.
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The only application left that would really complete the "fresh & easy" information circle would be to launch a compatible Physical World Hyperlink symbology strategy that would direct cellphone users to the information on their site.



UPDATE - June 21, 2007:

TESCO fresh&easy Store Design Concept - We've tried to come up with a distinctive and attractive building which would be a welcome addition to any neighborhood, create the right environment for a fresh&easy shopping trip, but also be much more energy-efficient than a standard store. Hopefully, we've managed to achieve all three. Image Credit: fresh&easy blog

This from a news conference with TESCO in San Diego:

Tesco's Fresh & Easy Reveals San Diego Plans
Store locations and consumer research discussed at press conference.
Convenience Store News Daily - June 21, 2007

SAN DIEGO -- Tesco unveiled seven locations for San Diego-area Fresh & Easy Neighborhood Market stores here yesterday, in addition to details of its research into the consumer market.

The seven sites in the San Diego-area have already been secured and additional locations are being researched, the company stated. The San Diego-area locations include:

• Campo & Kenwood, Casa de Oro
• Catalina & Cannon, Point Loma
• East Vista & Vale Terrace, Vista
• East H & Tierra Del Ray, Chula Vista
• Lake Murray & Navajo, San Diego
• Main & Ammunition, Fallbrook
• Valley & Ash, Escondido

[graphic update below]

This is the third announcement the company has made concerning its locations. Other cities where locations have been revealed include Las Vegas and Phoenix. In addition to these areas, the company will open Fresh & Easy stores throughout Southern California.

“San Diego is filled with vibrant neighborhoods and residents who understand the value of nature’s gifts, from stunning beaches to delicious fruits and vegetables," said Tim Mason, Fresh & Easy Neighborhood Market CEO. "We think our stores’ approach to bringing fresh, high quality foods to the neighborhood will be a hit with San Diego consumers."

The Fresh & Easy Neighborhood Market format is based on extensive customer research in local U.S. markets, along with the learnings from Tesco’s Express format, which it operates more than 1,000 stores in seven countries. For the U.S. launch, Fresh & Easy researchers spent time in the homes of consumers looking at shopping and cooking patterns.

“We literally went into their kitchens and looked in their refrigerators,” said Mason. “Based on our research, we are confident our stores will be a hit in every neighborhood we open in.”

In addition, the company’s research showed it could reach Hispanic consumers by offering a mix of authentic and national brand products that households use, together with low prices, quality meat and produce and a clean store environment, the company stated.
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Tesco's effort here in the United States is really becoming a case study in drafting and deploying business plans that have a look of success.

One may deride the Tesco effort as having unlimited resources in which to build winning plans but the point still remains ... it is easier to create plans and fail than it is to implement a winning strategy. fresh & easy has the look of a winning strategy.

Area Locations Graphics As Of August 6, 2007:

Los Angeles, CA Area Locations

Los Angeles, CA Area Locations - Graphic Credit: fresh & easy Neighborhood Market Inc.

San Diego, CA Area Locations

San Diego, CA Area Locations - Graphic Credit: fresh & easy Neighborhood Market Inc.

Las Vegas, NV Area Locations

Las Vegas, NV Area Locations - Graphic Credit: fresh & easy Neighborhood Market Inc.

Phoenix, AZ Area Locations

Phoenix, AZ Area Locations - Graphic Credit: fresh & easy Neighborhood Market Inc.


UPDATE: April 1, 2008

Fresh & Easy - "Hollywood, We're Ready For Our Close-Up!" - Tesco's F&E location about 2 blocks west of Highland Avenue on the North side of Hollywood Blvd. just before the store opening on January 23, 2008. Image Credit Edmund Jenks (MAXINE) - 2008

NOT an April Fool - This from Thompson Financial -

Tesco takes three-month breather on US expansion plans
By Kathy Sandler - Thomson Financial | 03.30.08, 2:36 PM ET

LONDON - Tesco PLC has called a three-month hiatus on its US expansion programme to 'kick the tyres' and smooth out the wrinkles following the opening of its first 59 Fresh & Easy stores.

Writing on his internet blog, marketing director for the Fresh & Easy business Simon Uwins said the company will take a three-month break from openings to allow the business to settle down.

The next 3 months will allow us to accelerate this process, before we restart what's been described as an opening programme on steroids,' he said.
Reference Here>>
(ht: Forbes)