fresh&easy goes to hollywood

We had great fun opening our store on Hollywood Boulevard this week: CurbedLA captured it really well ... and no, we didn't hire the Jack Sparrow lookalike, he just turned up!

However, it's hardly time to Relax.

Hollywood is one of 8 stores we opened in the last 2 weeks, and we have another 16 to open by the end of February. It is of course an iconic location for us, but when you look at the variety of neighborhoods these stores are opening in (including a newly built store at Central & Rosecrans in Compton, opening Feb 7th ) , it does demonstrate what we're trying to do.

Right back at the start when we went into people's homes, we found a common desire for fresh, wholesome food that's affordable and available in their neighborhood. So we developed fresh&easy neighborhood market to deliver just that. Simple.

Will we be successful?

To be honest, it's to soon to tell: we only opened our first stores in November. But we've had good feedback from customers so far, and perhaps most significantly, they're coming from all walks of life.

Of course, in the end, it will be their decision, voting with their feet. For the moment, with 16 stores looming, we're just going to it...