Fresh & Easy Calling It Quits? | NBC 7 San Diego

Consumer Bob helps to save you money and time

Fresh & Easy Calling It Quits?

British owned supermarket says chain may be up for sale



    Did the British underestimate the American grocery shopper? 

    After a five year attempt to win over shoppers, the British supermarket giant Tesco says it may sell its Fresh & Easy Neighborhood Market stores.

    Future of Fresh and Easy Unclear

    [DGO]Future of Fresh and Easy Unclear
    Consumer Bob talks about the British-owned supermarket chain Fresh and Easy may soon go out of business.
    (Published Friday, Dec. 7, 2012)

    Since 2007, Tesco has opened nearly 200 stores in California, Arizona and Nevada.

    San Diego State marketing professor George Belch says Tesco couldn't find a niche in the United States competitive supermarket business.

    "There is nothing that Fresh & Easy is really doing that I think clearly separated them from their competitors," said Belch. 

    He says one of the problems may be that Fresh & Easy wasn't able to understand West Coast shoppers.

    "It's probably hard as a foreign competitor to really understand all the subtleties and nuances of the American consumer," Belch said. 

    Supermarket owner Dirk Stump had a Fresh & Easy open up nearly his family owned grocery store.

    "There's only so much of the pie and everyone takes a little slice," said Stump, "I know almost exactly how much they took from me when they opened up."

    Tesco officials already closed 12 Fresh & Easy stores earlier in the year. Now they say they will most  likely sell their stores and end their presence in America.

    Get the latest from NBC 7 San Diego anywhere, anytime

    • Download the App

      Available for IOS and Android