No closure plans, Fresh & Easy says

02/04/2013 03:23:00 PM
Mike Hornick

Fresh & EasyWhatever the outcome of a strategic review by its parent company Tesco, Fresh & Easy Neighborhood Market stores plan to remain open.

The review, begun in December for United Kingdom-based Tesco by investment bank Greenhill & Co., raised the prospect that the grocer might pull out of the U.S. market.

But now, on its Facebook page, Fresh & Easy is trying to calm customers.

“While we don’t know exactly what the outcome of this strategic review process will be, we want to assure you we don’t have plans to close stores and we’re confident Fresh & Easy can continue to be your favorite neighborhood market,” accordign to the company’s Jan. 31 posting.

With a logo, “Fresh & Easy Still Fighting the Good Food Fight,” the company announced a campaign that will include radio advertising.

About 200 of the small-format markets operate in California, Nevada and Arizona. Tesco’s U.S. business began in 2007.

Philip Clarke, Tesco chief executive officer, said in December that returns haven’t been adequate to sustain its investment, estimated at close to $1.6 billion.

“It is now clear that Fresh & Easy will not deliver acceptable shareholder returns on an appropriate timeframe in its current form,” he said in a statement.

Clarke said other companies had expressed interest in buying all or part of the Fresh & Easy chain, or in partnering with the U.S. company.

Fresh & Easy’s initial commitment to packaged produce hurt them, Don Goodwin, president of Golden Sun Marketing, Minnetrista, Minn., told The Packer in December. The West Coast sells less packaged produce than any region of the country, he said.



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Meylin Dionisio    
Long Beach, california  |  February, 04, 2013 at 05:52 PM

Thank you dear Fresh and Easy for having NO CLOSURE PLANS !.... and thank you for the coupons you sent to my address. As I said, I LOVE fresh and Easy as many people DO.

Lynn C.    
Escondido,Ca.  |  February, 04, 2013 at 07:12 PM

Thank you for sharing this wonderful news! Everyone I know loves Fresh & Easy and we really appreciate having such a great neighborhood market in our area.

DALE HARRIS    
PISMO BEACH, CA  |  February, 04, 2013 at 09:09 PM

TESCO TOOK A HUGE GAMBLE OPENING STORES IN THE WESTERN MARKETS INVESTING 1.6 BILLION DOLLARS, IN A TIME WHEN CORP GIANTS LIKE ALBERTSON'S WERE BE STRIPPED/CARNAGE OF THE NUMBER #1 SLOT BY SUPERVALU THEN THE O'L STORY OF WALMART- STIFF COMPETITION FOR ANY NEW IDEA/START UP, WHAT WAS REALLY COOL WAS THAT FRESH N EASY TRANSFORMED THE SELF CHECK OUT- SOMETHING - "The First National," WINDSOR LOCKS CT FAILED AT IN THE 1990"s

James    
Gilbert, AZ  |  February, 07, 2013 at 01:35 PM

I used to shop a lot at Fresh and Easy but my favorite time was always on my way in to work and now so many of these stores have moved their open hours to open at 9am and I stopped going. Everything else about F&E has made them one of my favorite stores to get my lunch or dinners at. If they remain open, I hope they can at some point take a chance at opening early enough to catch those who as I do, shop on their way in to work.

al    
texas  |  February, 13, 2013 at 08:18 PM

shopping on the way to work is stupid! So you store all you shiat in your can for 9 hours. WTF!!!

DW Scott    
Los Angeles  |  February, 14, 2013 at 06:55 PM

Like its previous radio advertising campaign, the new one for F&E comes off as incredibly fake and phony in its bogus folksiness, and its lame assertion that having "real customers" in their commercials somehow produces huge savings for the consumer. And "Still fighting the good food fight"--what does that even mean? They can't go out of business soon enough.

Boms    
February, 20, 2013 at 12:09 AM

wrost market ever. not all fresh food.

Hello    
CA  |  February, 26, 2013 at 09:39 PM

I work there and peoples morals are to the floor. They will close but since higher position managers in the UK do not communicate what so ever with the US staff we are hung out to dry. " ITS GOING DOWN"

Ral    
California  |  February, 28, 2013 at 12:03 PM

I manage a store for a major grocery chain. Fresh and Easy got it wrong in so many ways. They market themselves as fresh, but any untrained eye can see it is not, especially the produce and meat. Their site selection has been laughable as they have opened stores in blighted areas of Hemet, and Escondido. Their service is non existent. I hope they never leave because they are inept operators taking up valuable retail space that my competitors cannot use.

carla    
March, 03, 2013 at 01:58 AM

maybe she buys lunch there for work everyday ...

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