fresh & easy, what are you?
One of my favorite bands is Depeche Mode (in my view, the film of their Devotional tour by Anton Corbijn is a seminal work). I remember them being introduced on a UK show a few years ago - "there's rock music, there's R&B, there's rap, there's electronica, and there's the music of Depeche Mode".
Reading a lot of commentaries on us over the last few weeks, we seem to be described as a lot of different things - a gourmet store, a hispanic store, an eco store, an upscale convenience store, a small supermarket, a large convenience store, amongst others
In fact, we're best described as fresh&easy neighborhood market.
We can't be put into any particular category for the very reason we decided to set this business up here - people told us that none of the existing types of stores exactly fitted what they wanted from their ideal shopping trip.
When we showed people around our mock store (the one inside that non-descript warehouse), they tended to describe it by what it's not, or by what it's got bits of.
So we asked people what we should refer to it as, and that's where fresh&easy neighborhood market came from.
Of course, the commentaries are picking up elements - we will be selling fresh, wholesome speciality market food, but at affordable prices; we want everyone to feel welcome at our stores, irrespective of ethnicity or level of income; we've tried to be thoughtful about the impact we have on the environment; and we aim to make all this conveniently available in the neighborhood, with a store that is easy to get round.
But for the moment, just like Depeche Mode, we're in a category of our own.
Whether it's the right category, as ever, will be up to our customers to decide.....and that's how it should be...
posted by Simon Uwins @ 7:46 PM
14 Comments:
As a resident of the Glassell Park/Eagle Rock neighborhood, I can't wait for the store to open. When exactly can we expect this to happen?
Feel free to check out my writing on Fresh & Easy and other topics here:
www.naturalspecialtyfoodsmemo.blogspot.com
In Hemet we are looking forward to finding out what you are! When will that location be open??? or is that a secret??///
Why hide about which locations are opening on November 8?
Media outlets within southern California have detailed the actual store location and address of Inland Empire stores.
The press you have issued talks aout opening November 8, but void of the store locations.
Why should the blogs beat you to the point of the actual store locations? Woldn't be wise to state the inforamtion yourselves than through the grapevine?
Much of when you are opening can be obtained from the cities you wil be operating as the will be siging off and granting you final occupancy, with the right to open.
I could list the locations here, but am going to defer to you to see if you list the locations in your next blog update.
Personally, I still beleive that you somehow should incorpoate the use of the "Tesco" name into Fresh And Easy, something along the lines...fresh and easy, a Tesco company.
Nothing to be ashamed about the name Tesco. Mr. Cohen would be proud knowing you have opened in the United States.
Also, I think it's great that you have "skunked" many who are covering Tesco's entry here into believing that F and E is all upscale, high-income demographics. I was humbled while traveling in Mesa, AZ this week to see a F and E preparing to open next to a Family Dollar store in what I would call a low to moderate income area. Whole Foods would not touch that area in a minute, nor would Trader Joe's. It would be a fit for Aldi.
Hopefully, those consumers will respond to the product offering at F and E in that low to moderate income area, similar to what many of your lower-income customers who currently shop at Tesco in the U.K. experience today.
Make sure you somehow get the word out to these low-to moderate income customers, whether it be targeted marketing (including different languages) to educate them that they will get great value for their dollar at F and E vs. the over-priced competition.
My concern for Tesco is that while you have identified opportunities in some of these neighborhoods that are in many cases void of compelling places to shop or groceries and healthy food, many of these people in southern California, Phoenix and Las Vegas have never been into a Trader Joe's, Whole Foods, Henry's, etc. type of store.
In the areas where the incomes are high-moderate to high and very high, you will have a poulation that will already have some idea what F and E is before even stepping into the store and would not hesitate for a moment to walk-in.
On the other hand, I believe you have you work cut out for you in getting those in the low to moderate incomes into the stores. Yes, you sat and watched what they ate nad how they lived in their homes, but changing food purchasing habits into healthy eating is a loooong curve. For many of these people, it's just as easy to go grab quick fast food, tv dinners and fried chicken from the deli at the grocer. That is not what F and E is all about.
If it were me, my team would be crafting and implementing an education strategy as how to help these customers understand that F and E's products in most cases will be better for you, make you feel better and maybe lose weight. Sure, someone could say it's too political, but you want these customers back time after time. What could it hurt but to try it at a few locations and see if it sticks and increases sales?
The good thing for you at Tesco is that you are clearly ahead of Aldi and it's their loss for not entering the West and Southwest. Trader Joe's is just not the same as Aldi, and you have clearly thrown the Aldi folks in Germany for a loop.
Good for Tesco.
Now....where are those store locations for the November 8 opening?
I live in North Las Vegas and a store is opening within walking distance of my home. I am looking forward to it. Thank you for a fresh and new idea to grocery shopping.
Terri
Curious ... rumors are that F&E will open a store in the upscale Willow Glen neighborhood of San Jose, CA? This space was vacated some time ago by Albertson's. Comments?
Hey Simon
What can you tell me about your intended store offerings in the bakery goods category? I was hoping you planned on a decent selection of artisan breads with perhaps some items being baked on site (par baked dough of course). Any chance of this?
Dave
One thing Fresh and Easy is not is a company with a good customer relations department. I have sent several e-mails through the web site and have not received one answer to any of my questions.
I didn't think you would have posted my comment. I should have spell checked it first...lol.
Anyway, you haven't posted in a couple of weeks, and you're getting closer to the opening date for the first round of F and E locations.
Any updates?
Do you mind if I post the address of the first six stores scheduled to open on November 8?
Other media outlets have posted the information, it may be wise that the information comes directley from Tesco.
The Avondale and Mesa, AZ locations appear to be ready for a November opening, though not necessarily November 8.
Would you also clarify FNE's policy on credit cards. Rumors are running that onkly cash and pin-based debit cards will be accepted. I've seen that you will be accepting major credit cards in addition to pin-based debit, but other media stories say cash. So, is it cash and pin-based debit, or will creditr cards also be accepted?
According to the F&E reps I have spoken with, nothing will be prepared on site. The stores do not have back rooms or even an office for their managers.Not so fresh, is it?
I do give you props for publishing many of my posts that questions your company's sincerity. However, readers beware. They only publish about half of what I write. What are you hiding?
I interviewed with F&E a few weeks back. Within two business days I received my rejection letter, despite what I thought was a pretty good interview. Now all I see are now hiring signs and ads for job fairs. Be careful out there in Vegas Fresh and Easy. Good employees are hard to come by in Sin City. Don't cut a decent prospect off too fast. The day will soon come that you will be sorry you passed an employee like me up. I would have shown up on time, drug free and given some amazing customer service and worked my you know what off for you.
Hmmm, yeah, looking back over the last few comment sections on the blog I don't see a single response from Simon. Not very neighborly.
Regardless of the secrecy of which location(s) will open on Nov. 8, or who will shop there, I am very excited to have not 1 but 2(!) locations between home and the office, and am looking forward to trying out a new store. Thanks, Simon, wherever you are!
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