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

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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.

    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.

    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)

    "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.

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