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SAN DIEGO - UK retailer Tesco plans to open seven Fresh & Easy Neighborhood Market stores in the San Diego area, and is securing additional locations to expand beyond that number in the market.
"San Diego is filled with vibrant neighborhoods and residents who understand the value of nature's gifts, from stunning beaches to delicious fruits and vegetables," said Tim Mason, Fresh & Easy c.e.o. "We think our stores' approach to bringing fresh, high quality foods to the neighborhood will be a hit with San Diego consumers."
Each of the neighborhood markets will be smaller than the usual supermarket with the goal of providing customers a faster, easier shopping experience. In addition to San Diego, the company will open Fresh & Easy Neighborhood Market stores throughout Southern California, Phoenix, and Las Vegas.
The Fresh & Easy format is a result of extensive customer research in local U.S. markets combined with the learnings from Tesco's Express format which it operates in more than 1,000 stores in seven countries, serving approximately 10 million customers every week. Fresh & Easy researchers spent time in the homes of consumers looking at shopping and cooking patterns.
"We literally went into their kitchens and looked in their refrigerators," said Mason. "Based on our research, we are confident our stores will be a hit in every neighborhood we open in."
The company's research also showed that by offering the right mix of authentic and national brand products that households use, together with low prices, quality meat, and produce and a clean store environment, Fresh & Easy can meet the needs of Hispanic consumers.
Tesco operates over 2,800 stores across 12 countries.