By pretty much all accounts, Fresh & Easy has not had an easy time of it since the Tesco-owned chain opened in the U.S. But, a new store opening may point to a market opportunity where the chain can use its small store format to gain access to consumers without having to go head-to-head with more formidable competition.
The company opened a store in South Los Angeles on the corner of Central & Adams Boulevard in a mixed-used development containing affordable housing units and additional retail space. Fresh & Easy, according to a press release, identified the site over two years as a location it was looking to open. It is one of eight stores the chain opened in California and Arizona this month.
Los Angeles City Councilwoman Jan Perry, said, "Fresh & Easy is bringing quality fruits, vegetables, meat, and wholesome foods to an area in great need of grocery outlets and food options. I am excited to see this new urban model here in South Los Angeles. I am proud that we can count them as a new investor in our neighborhood."
Mary Kasper, vice president & general counsel, Fresh & Easy, said, "We fundamentally believe everyone - regardless of where they live - deserves access to quality, fresh food at affordable prices. We're also proud to bring more quality jobs to the neighborhood, particularly in this economy. We had hundreds of applicants attend our job fair at the local YMCA last month and we have worked hard to hire right from the neighborhood."
Discussion Questions: Do food deserts offer Fresh & Easy an easier path to success in the U.S.? What changes, if any, will the chain have to make to its way of doing business to succeed in areas such as South Los Angeles?