Fresh and Easy Opens in Chandler
Britain's biggest retailer is open for business in Chandler, Arizona, just in time for holiday cooking. Visitors shouldn't expect to see the familiar Tesco name and logo, however, the company is opening stores around the Valley under the Fresh & Easy Neighborhood Market brand with a distinctive green and white color scheme.
"We believe the Greater Phoenix region is an excellent place to begin," Tim Mason, chief executive of the new U.S. operations told the Phoenix Economic Council earlier this year. Judging from the number of shoppers at the store on Alma School and Elliott, he was right.
The store, in a former Osco space, has spacious aisles and uncrowded but well-stocked shelves, presumably providing some room to expand as the company becomes more familiar of the types of products that appeal to American shoppers. Hopefully, familiarity will not cause significant changes in the inventory since some of the products, notably those from British or European brands, are not readily available elsewhere in the area. It should be noted, however, that the company does say they try to use local farmers and suppliers wherever possible. This may seem contradictory but it creates a unique blending of international and local products that stands out among the Valley's grocery stores.
Another welcome difference, especially during this busy holiday season, is the Fresh & Easy emphasis on "prepared but not frozen foods". This emphasis makes it stand out from niche competitors like Sprouts and Whole Foods, who offer a broader range of fresh fruits and vegetables as well as bulk items like flours, nuts, dried fruits and rice, as well as Trader Joe's, which offers a wide selection of frozen foods. The Alma School and Elliot location is obviously trading on the convenience factor, since each of these competitors have locations within a few miles. Only time will tell if it works.
"Everyone wants fresh, wholesome food at affordable prices," said Mason. "We offer honest, everyday low prices on all our products --- that's why we don't need product coupons or loyalty cards."
The first four Arizona stores opened December 5, 2007. They can be found at the intersections of:
- Main St. and Ellsworth in Mesa
- Brown Rd. and Recker Rd. in Mesa
- Alma School Rd. and University Dr. in Mesa
- Alma School Rd. and Elliot Rd. in Chandler.
Other locations around the Valley are planned. By the end of Februray 2008, 50 more stores are scheduled to open in Southern California, Las Vegas and Phoenix.
"We are thrilled to bring our neighbors in Arizona fresh, wholesome food at affordable prices," Mason said. "Our stores and our fresh foods have been remarkably popular everywhere we've opened over the past few weeks."
Tesco, which critics have referred to as the European Wal-Mart, plans to invest $2 billion dollars over five years in hopes of avoiding the American market curse that has been the downfall of so many other international retailers. The company plans to open 200 Fresh & Easy Neighborhood Markets by the end of 2008. Long terms plans have not been revealed.
