everyone is welcome at fresh&easy

Looking at the emails you're sending us, 3 questions keep being asked: Is there a store coming to my neighborhood? What kind of people will you be catering for? Which competitors are you targeting?

Of course, we'll tell you once we know for certain we've got a store coming in your particular neighborhood, but the broad answers are: Yes, (if we can get a site & you live in southern California, Las Vegas or Phoenix) - We will cater for everyone - We are not targeting any competitors.

When I say this, nobody ever believes me. "You must be targeting a certain demographic or lifestyle, & certain neighborhoods where they live. You just don't want to tell us." That's a misunderstanding for where we're coming from...

People aren't like eggs, you can't put them in boxes, so we don't bother (although there's a whole marketing industry built on the premise you can - but that's maybe for another day!). Instead of focusing on the differences between people, we simply try & understand what are the really important things that everybody wants from their regular shopping trip? We then design stores that deliver those things better than anyone else, and put them where people are - in their neighborhoods.

In other words, we aim to make everyone welcome at fresh&easy, and so there's no particular competitor we're targeting or copying - we just focus on people...