understanding customers

Hello, & welcome to our first talking fresh&easy™ blog. Why are we doing it? To give you a chance to find more about who we are and what we stand for, and for us to hear what you have to say about it.

We've based this business on a simple premise - listen to people, understand what they ideally want from a regular food shopping trip, & then try and deliver it better than anyone else.

So before we decided to set up this business, we spent several months just talking to people about food and food shopping, visiting them in their homes, poking around in their pantries (with permission of course), preparing meals and going shopping with them. We even built a mock store in a warehouse and invited people to visit it, to see if we had understood what they wanted correctly.

Out of this has come fresh&easy neighborhood market, which does what it's name implies (we asked people what we should call it):
- it's fresh, with an emphasis on fresher, less processed foods
- it's easy, quick to get in & out of, with convenient solutions for serving fresher, more nutritious food
- it's a market, rather than the size of a full-scale supermarket
- & it's in my neighborhood, so i don't have to travel far

We also found that people want businesses to be considerate, and a place people enjoy working, especially when it's their neighborhood, so we're also setting out to be a good neighbor and a great place to work.

That's then what we think people want for their regular food shopping. We're building a business capable of delivering it (visit our website www.freshandeasy.com to see what it's like), but in the end it will be our customers who determine whether we've got it right when we open in Las Vegas, Los Angeles, Phoenix, and San Diego later this year - and that's how it should be...