@@ethanch3011 Walmart owning asda hasn't seemed to change it all that much. All the big asda shops have basically remained the same as they ever were. It sounds like Walmart had a way better understanding of UK shops than tesco did of US shops. Tesco are for smaller city shops in the UK in my experience, then ASDA only have the massive 24h super-supermarkets that sell everything under the sun, have pharmacies in them, places to get glasses and eye tests etc. Seems like the American way already, you go to asda for big weekly shops. Tesco have big shops like that too but without checking I'd guess the majority of their shops are the little ones in city centres and villages. Sainsburys is also in that market, I don't think I've ever seen a giant sainsburys like the big asda shops. Then you have Marks and Spenders and Waitrose if you're posh and wanna spend 50% more on everything, get truffle oil and rare kinds of cheese.
Yup the ironic thing is that they have in the UK a store format that pretty much matches what their US stores should have been, it's called Tesco Metro and you basically find them where you would find Starbucks and Subway galore such as major transit hubs, city centres with a ton of office space etc.
Seraphina S yes however they do have to open something like that in very urban markets, which I feel should’ve been the the plan as well for Fresh & Easy
@@seraphina985 yea but then Tesco Express is a similar format and lives in residential areas and does well too. I think they just didn't appreciate how far people would have to travel to go to their pokey stores.
@@MikeRees Yeah people are much more spread out in the US than we are here in the UK. And the American consumer is used to colossal stores rather than the type we have here.
yes you can. they had one job.. to research the market they wanted to break into. Understanding cultural differences, like knowing which way people commute during their work week, is basic. There are soooo many stories where poor market research and not understanding the audience they want to attract is the ultimate downfall for all these companies who try to expand abroad.
How I would've done it: - Call it Tesco Grocery - Put it near college campuses or dense residential areas, places where people are more likely to shop daily
I think you’re right about the location types they should’ve targeted. As a college student without a car, this grocery store model works for me. I go to the store a few times per week because I generally buy food as needed, and I occasionally buy prepackaged meals. From the video it seemed like they were trying to compete with the typical American grocery store rather than market themselves as a convenience store of decent quality groceries.
@@seraphina985 Seems like they tried to develop a US specific strategy when really should have stuck with what they knew and tried to find a way to make that strategy work in the US.
Great idea. Also so many places in rural or Middle America that are burdened by having only two real choices: Walmart and the dollar store. Target doesn't always do well since it's pricy. Come back! Won't hurt.
It'll work in Manhattan too with many young professionals and public transportation. They picked the areas where people must drive to go places, and who would drive to a small store to pick up daily produce?
This I think is the problem though they should have used the same location logic they use for their Tesco Express stores that tend to gravitate to places like university campuses etc. I think that the Tesco Metro format might have worked too they are focused on dense urban areas and live on the same sort of foot traffic looking for quick food and drink that companies like starbucks, subway etc live on.
I can’t believe they didn’t consider that the west coast of America is so heavily car based where their model was foot traffic based. Whhhyy did they not start on the east coast, where cities developed before the USA car based city planning model did
Exactly. No commuter in LA is gonna stop in every day. How they thought "this works great in downtown London, commuters will love this-& no way are we using a nearly century old, well trusted, easily googled brand name" is beyond me. Takes a special kind of stupid to try this.
@@bulman07 Americans tend to shop once a week to once every few weeks. The only ones that go every few days are very near a grocery store that it's easy to pop in and out of. Most Americans don't fit that description.
@@Journey_to_who_knows They do repeat even if you keep scrolling. But RU-vid knows me so well nowadays, that I wanna see them all. I never get to see all the videos I want lately :-D
I love how a lot of us in this comment section aren't business experts. Yet even we could of told Tesco for FREE that it makes more sense to open in the East in places like New York.
True, but... at the time having seen Sainsbury and M&S fail, and just like many Brit pop stars who try and make it in the US, it looked a very ambitious move by Tesco.
RavB40 I live in DC area. I feel like it would’ve been a good idea in this area. I live in a measure it it’s very walkable. We have a whole foods, Safeway, giant, Trader Joe’s. All within a 7 minute walk at my home.
John S to be honest I think it done better if they would have choose their locations wisely in Maryland they took that idea and embedded into some of the Super markets that show it could have worked
Tough isn't really the right word. American grocery shoppers are particularly stubborn about habits and to shift to more European-style shopping would require a big change in consumer habits. Tesco were banking on people being willing to swap, and they weren't. Also, let's be real; the idea that people wouldn't be willing to *cross the road* to get to a shop only really resonates with people who are *extremely* American.
@@louisholden5127 Americans are impulsive consumers simply put Tesco failed to realize that the American consumer isn't the same as the British consumer. Look at where Wal-Mart's are placed of the freeways. Aldis succeeded where Tesco failed by targeting the low end of the marked and succeeded
@@louisholden5127 "Across the road" makes it sound like indeed, it's just that, across the road. A store will not fail from something that trivial. They mentioned these stores were placed on opposite ends of freeway and interstate exits from where traffic was most re-entering cities. So, I'm passing this store on my way to work in the morning, getting on the interstate, but it's further out of my way on my way home. I just worked an 8+ hour shift, I'm tired, and gas is effing expensive. I want the most convenient option available to me if I absolutely must pick up something from the store on my way home (which, I absolutely hate shopping after work.I have absolutely passed up stores that were not on the same side of my exit or if I'd have to snake through evening traffic to reach them. They also pointed out that these stores had daily shopping for a consumer in mind. I don't want that. I shop twice a month, maybe three times at the absolute most. I don't want to use gas going back and forth to the store so much. I also don't want bulk items as I can't afford them. If I'm buying cucumbers for a salad, I want just one, not a duo pack. Thus, this store would not appeal to me. And as they opened these stores in the west coast, many on that end are becoming more conscious of the environment. Plastic bags to carry a plethora of plastic wrapped food is the antithesis of the environmental-friendly mindset of the west of the country. Someone in this thread mentioned they marketed to a niche community and most definitely, they did.
Yeah, as an American I can definitely say that I have heard of Tesco through TV, internet, and other people... but I had never heard of Fresh and Easy until I watched this video. It also gives off this kind of hipster organic food store vibe... I know they didn't test the stores here, but in the Midwest people kind of regard those as overpriced stores for younger folks, while the older generations prefer a standard grocery store setup that has maybe a section within the store dedicated to that. Like a little deli area within a Price Chopper or a Kroger. I can see the 'Fresh and Easy' brand working maybe more as part of a gas station or something, where the majority of people would be on-the-go by default, though.
@Matthew Rodriguez 'Our food isn't liked by everyone' - It's a pretty stupid comment considering the UK doesn't really have it's own style of food, it's mostly derived from everyone we colonised which was about a third of the world....
@Matthew Rodriguez That's where you're wrong. We colonised huge amounts of the world so long ago that the types of food that were ate back then are rarely/not ate today.
Matthew Rodriguez it’s hard for America to admit that all their food is fatty,greasy and packed with artificial flavourings... no wonder you don’t like our food, you’ve never got to try real food
Yes--Fresh and Easy's whole thing was quick and easy meals that you could grab. Not much use in a city spread so far apart, where most people drive everywhere. I could see it working in a dense metropolitan area for sure. But just where they put it didn't work out at all.
I wasn't sure if I was the only one! I swear the green logo gave off a pricey vibe so I never bothered going in one. Plus I never saw any advertising on the store so it gave me no reason to even go to one.
Fresh & Easy sounded like it was extra pricey because something made it easier for you, fresh must mean organic or something, and the same color as money? this is why i never bothered going into one, first time seeing the layout through this video. funny.
Funny you bring this up!! I live in Arizona and saw more than a handful of these in my area. I didn’t take time to realize why I haven’t seen any in awhile but I very distinctly remember that I NEVER even had the desire to shop here because I got a costly vibe from their branding! Similar to that of say Whole Foods or sprouts, and I noticed the size of I am going to pay more why not got to a place with more options like sprouts. Had no idea they were actually low cost
@@NickGster1 Perfect anecdote. And this is why you speak with consumers and run test panels before you just jump into it (yes, Philip DeFranco, I'm borrowing from you). Usually, unfortunately, stores with green lettering marketing "fresh" items end up being a euphamism for "expensive". Not having any advertising outside the building on what kind of store they really are is also a massive opportunity missed.
Here's an idea: try this again, but keep the tesco name since "fresh and easy" might put too much emphasis on vegetables, open them in high foot traffic areas, and sell "traditional British" stuff exclusively there such as cadbury's, irn bru, jaffa cakes, custard creams etc. as a gimmick. I reckon it could take off.
Especially in heavily populated, gentrified urban neighborhoods. I'm thinking of NYC areas such as Manhattan and areas in Brooklyn close to Manhattan like Brooklyn Heights and Carroll Gardens. In the Boston area, the South End, Back Bay and Charlestown, would be ideal.
I think it would have worked here in Chicago, too (reminds me a bit of the Walmart Market in my neighborhood that is a hit). They should have rolled this out in Urban America.
Yeah, anywhere people are on the move en masse is a place where people need that convenience. Not a place where everyone drives regardless of the traffic situation. Even in gas stations or college campuses throughout the country - places people need/expect a convenience store experience - that could work.
depends on how close to the supermarket you are the nearest to me is about 100 yards, away oh you do see those that shop like they were feeding The Five Thousand with a bill to match as well.
Yeah exactly. Tesco Metro / express is for everyday things - like if you want a pizza and a 4 pack. The larger stores are for weekly shops. No one does a weekly shop in Tesco express.
I used to shop at Fresh and Easy in Southern California and absolutely loved it. Their prepared meals were so convenient. I was so sad when they went out of business.
In the UK Tesco is horrible. Their fruits and veg last like 2 days, Asda (Walmart) and Costco have branded things much cheaper than them and their meat seems fake (they also sold horse meat once lol). The only way they are still around is because they have small express stores.
They failed also in Poland, my country. Why? I think bad locations, small scale, buildings to big and crazy price policy. Price too high for some products, for other definitely too low. Everything in cut throat competition environment. I suppose a lot of food was wasting. A pity because I like Tesco.
@unknownerrxr nah, well not where I live. My whole family is working class with bot much extra money but we still shop at Tesco primarily. Only at aldi when we've had a hard month but I understand where you are coming from
@unknownerrxr Waitrose and Marks are in a class above Tesco. Tesco and Morrison's are decent but not as cheap as Aldi and Lidl which are definitely the most affordable.
@unknownerrxr Waitrose and Marks are in a class above Tesco. Tesco and Morrison's are decent but not as cheap as Aldi and Lidl which are definitely the most affordable.
Saqib Zaman they were being greedy. They saw that people paid more for groceries in the desert (because there are no local farms i assume) so they wanted to make tons of cash out there.
We were on a school trip yo Krakow and drove past the local Tesco on the way to the salt mines. The whole bus collectively went "wtf there's a Tesco here"
I think they should’ve kept the Tesco branding, Americans love British things... In the UK Tesco Extra stores are massive, and aimed at weekly or fortnightly shoppers. Tesco Metro, and Tesco Express are smaller for daily shoppers.
Yes it should have kept British branding. It would have done well in San Francisco, New York, Austin... I believe I saw a store in Phoenix once and thought to myself, is this a low end market. Bad branding. Bad timing
They used Tesco Express models on many of the suburban areas in Los Angeles. It just doesn't resonate. That Tesco express model might work in NYC or SF where it is more dense and daily pick me up of heated prepared meal might make sense. Not in the suburbs of LA.
Thatguy101987 yep, as someone who’s been to both coasts of the US, I can see many more interpersonal parallels between the east coast (especially NYC and LDN) rather than the west coast (ie LA>LDN)
Small format grocery stores are a bad fit for Phoenix and Las Vegas, two of the most car dependent cities in the US. You want everything under one roof there, because you HAVE to drive, HAVE to stock up, and it's a pain to do that more than once a week or so. Even if you live close, you STILL drive because it's 110 degrees outside. Put that format in walkable places with decent transport, it may have worked.
@@voidhidra1792 I've never been to England. But my friend said that their foods are more organic. So don't last as long. They wind up shopping more frequently than in US.
@@voidhidra1792 In the cities in the UK we often to buy food coming home from work. If you go to a major railway terminal in London you'll see a small Waitrose, M&S Foodhall, Tesco etc, store in the station or just outside. People grab food for dinner for that night maybe with a bottle of wine or something and then jump on the train home, our stations have become mini shopping centres. We do have big supermarket branches, lots of them, but people are buying less at a time than before. Asda (owned by Walmart) and Tesco both have huge branches but they aren't as popular as they expected and have stopped opening new ones. I think we just started realising it's just less wasteful and we don't have to plan food in advance.
It sounds like they should have tried this in New York/New England area. This is a good idea in their right area. Tescos sounds a bit like Trader Joes but maybe cheaper.
@@OldUKAds but he's saying they've exceeded their budget. In other words over budget and spent too much money. He said it with a smile and positive body language to make it seem like a good thing. Presumably the interview was during tough times for the store given the context. That's why I said it was a verbal trick and still think it is.
Yes, this American analysis of how British people shop is completely flawed. Tesco Metros are effectively convenience stores not supermarkets and I bet if you excluded them, then they’d see that most Brits tend to do a weekly shop.
@@pnealuk to be fair most Tesco in the UK are big ones for cities and large towns making them a lot easier for fitting people in and doing a single shop per week, however the smaller size stores more like that of a coop don't sit as well for such a thing unless in an exceptionally rural area, meaning a sainsburys would be better size for a weekly shop than the small Tesco stores. Then keep in mind American stores are huge the small stores wouldn't have a chance in the US. The larger of Tesco extras would probably last but once more the selection may not fit American lifestyles as naturally as they integrated into the UK off of local produce and fresh items.
@@OnlyGrafting The point I was making is that the video makes a series of assumptions about why the management of Tesco made their decisions and what may have influenced them which are clearly and demonstrably false, which fundamentally calls into question the remainder of their analysis. We clearly both agree that Tesco runs a multi-level provision her in the UK from Tesco metros, in dense urban areas; to Tescos that tend to cater to the suburbs and have much more variety; to Tesco Extra, which is more akin to the stores they opened in the States. This approach recognises the established and mature nature of the groceries market in the UK. The only solid observation from my perspective is that they made a reasonable investment on a pre-financial crash understanding of the US market in the States they opened in. It was also telling that the film failed to tie their decision to withdraw from the US market in 2013 to a developing internal crisis within Tesco that would explode in 2014 when it was revealed four directors had conspired to overstate Tesco's revenues by up to £2bn leading to their eventual arrest, trail and acquittal, whilst the company was forced to pay millions in fines to the Serious Fraud Office to avoid prosecution.
In the US brand-name recognition is big. I think they should’ve stuck with something like, “Fresh and Easy; groceries by Tesco” that way you’re telling the US customer 2 things: 1) The brand Tesco is important (and if people knew what Tesco was, they’d know what to expect from F&E) and 2) the store is for groceries. US customers really didn’t understand what F&E was about when they opened in the US. Also, putting tiny grocery stores in hard to find places didn’t really help their business either.
Very simple, fresh and easy is a subscript or a motto. You just call it Tesco so the sign reads TESCO: Fresh and Easy! Aldi doesn't seem to be doing too badly, they're just a bunch of Trader Joe's stores.
Cus I m Mercian and I drive my truck once a week to get 25 litter moutin dew and coke and chips and dips and fat and lard and McDonalds any thing red or yellow and is over 80% fat is good for Mercian joe go trump. (JOKE)
Fish and chips is so overrated by people outside of the UK. People here don't actually eat it that much at all, and honestly it's not even that good. Sunday roast, English breakfast or tikka curry on the other hand...
@@Michiganian8 ready meals arent all bad their 3 pound meal deal were made on the same day or day before and their quite healthy a tuna salad fruit bag and a smoothie
And now do a report how Walmart failed in Germany and lost over a billion trying. Btw. as a German I only knew the name, but didn't had a clue what they are doing or where they are located. Third largest retailer... not bad.
iirc, they bought a bunch of Real Superstores. Also, they intended to replicate their US strategy, building Megastores on the greenfield, killing everyone else with volume. But the mayors knew that, so Walmart rarely obtained building permits, thus never be able to scale up the business. .. that's what I heard.
German supermarkets are light years behind British and French ones in terms of quality and store layout. Tegut is the only one who is close on comparison. However what is interesting though is the German discounters are the ones making gains in market share.
Americans trying to pronounce British cities is always amusing. Like when they call Glasgow "glass cow". I'm sure us British people pronounce American cities in funny ways too.
I feel like Tesco's Fresh express would of been excellent on interstate rest areas since after a long drive, drivers typically prefer healthy meals than junk foods because junk food only makes them more tired
Because, in fairness, Tesco started in London and it's the economic and political heart of the country. Also it's the most famous reference point that most Americans will have heard of. If you say Birmingham or Manchester you'll get blank looks.
Because foreign news companies don't maintain offices in every city in other countries. They probably just have an office in London as Britain's capital, so that is where their staff can most easily get the footage.
Loaf of bread = 40c, 2 slices = 2c, spread of butter = 000.01c, tiny bit of cheese = 00.1c, bag of chips 40c, bit of lettuce = 000.0001c bottle of coke 50c. We don't need the british ripping us off all over again! The tea scam was not a deal and the meal deal is not a deal. Toodles
I have had the highest calibre of the highest society sandwich: the cucumber sandwich. This scam consists of 2 slices of bread= 5c, cut into 4 exquisite, delightful high class meals to be shared by 4 people plus mint scraps = free and butter = 5c or free from any cafe and cucumber shavings 10c for a whole cucumber. the british sell this for £100 as afternoon tea (a tea bag and hot water with a drop of milk). You sell air in the centre of london and call it the congestion charge, charge to watch TV, have a 10% TAX in sugar! We see through your cheap scams @@chrisbird1462
How to make Tesco successful in the US Step one - Introduce Tesco Express Step two - Place shops in commercial areas, areas with offices, and generally high foot traffic. Step three - Introduce meal deals Step four - ??? Step five - A bloody meal for $3.
@No Thoughts Barred If your talking about frozen foods sure or deep fried anything but a ready made sandwich or wrap is definitely better than two double cheeseburgers, a Coke and Fries
@Lucky Catnip We have sandwiches, wraps, frozen, chilled and do-it-yourself meals which are exactly the same as you described in Australia. A pretty good range of stuff.
@@muffmaster Which part of the US do you live in that this isn't a thing? Everything I saw on the shelves in those stores can be found at Target or Walmart.
I remember working in UK in the 90’s and shoppng at Tesco. Their value offering attracted many buyers on a budget. When they opened here in Poland, they had nothing differentiating them from Polish German French or Dutch stores of similar size. Since then more than half of these companies have sold their stores to competitors. The French proved most resilient in the large store format and ze Germans and Portuguese rock the discount scene. The rise if the latter certainly contributed to Tesco’s demise in Poland.
Tesco is shrinking here in Czech Republic, German owned supermarkets like Kaufland and Lidl are doing better. I liked Tesco in Brno a few years ago when they sold some British foods, like teabags etc. Now it's just selling crap and it's not cheap.
Tesco cant do it now as they screwed up and lost loads of money and they arnt doing that well in the UK any more. They had to lay off loads of staff .my husband was one of the many thousands of team leaders (lower management by another name)that left as they could take a pay off and leave or be demoted but do the same job for a lot less money with out redundancy pay. He had worked for them for 15 years and cut his losses and left. He is now working for Amazon as a manager in the UK and is making as much as a store manager would at Tesco.
Now tesco are cutting the only thing that make them different and special - fresh food counters. Discount stores like Aldi and Lidl don't have them... So why get rid of them it's its your only selling point
I love Aldie and Lidl But it’s true Americans buy stuff in bulk food I don’t know why they eat so much preservatives and Europeans go to the grocery store like three times a week or more. And another thing is this is it they just didn’t research it just like Best Buy did when they moved to England they did a horrible job
I never realized Fresh and Easy was Tesco! I used to love that place--it had good food, and was fun to go to with a lot of interesting food. I stockpiled their chili when they went out of business. It was a really good store. But I think this really summarized their issues well--all the locations I saw weren't in areas densely populated, at least not by British standards. People don't go out walking for their food in Vegas. We don't have a culture of small convenience stores on your way to work, because most people drive to work. They were in lots next to places like banks, and although there might be people there, there just wouldn't be a lot. I really enjoyed what they were doing, I wish it could've stayed around, but ultimately it would've done better off in more dense areas, like New York. It made me real sad that they had to go. There are so few grocery store options, especially ones with quality food. I don't support Walmart, and while Smith's is okay, there just isn't the option to go anywhere else besides Trader Joe's, which is organic and pricey at times, and perhaps Costco for bulk (Target's food is so-so and expensive). Fresh and Easy *was* that option--you could buy a whole meal that was tasty and easy. American consumers are just a tough market to break into. I'm always hoping for a revival in a better area so it can trickle back down over here...
I was just at the part where he's saying "they were on the wrong side of the road" lol how they were on the side where most people went to work...but on their way back it was on the other side...
V Highways. Nobody is going to take multiple exits to flip back on the other direction highway just to stop for groceries. We'll go to a grocery store on the same direction highway we're currently on.
@@Red4350 But I mean, it might also just be inconveniently located. If it's not directly on your route, it may as well not exist. Unless you're willing to take a major detour for food. People will drive fifteen minutes to forty five to get to work, but they aren't gonna turn the car around to get some grub like that. There were some Fresh and Easys laying around, but I can only name three locations in the whole valley off the top of my head, and none of them were in good 'going to work' locations. Perhaps a good neighborhood grocery store location, but not for what they wanted to be. I'm sure they caught some people that way, but it really just isn't feasible in a spread-out city, unless they're strategically placed next to places like colleges or the like.
Sounds to me like they shouldn't have been next to the bank they should have been next to Starbucks, those are typically where the Tesco Metro brand stores which is sounds like Fresh & Easy were emulating usually are. Basically places that are like 2 minutes walk away from a bunch of big office buildings or in/around a major transit hub etc. They really are the sorts of places that do most of their business at the end of the morning rush hour, the lunch rush and the early evening rush hour because they really live off commuters and workers that need a quick bite in urban centres etc.
@@seraphina985 Yea. Half of the problem is there really isn't those places in Las Vegas. UNLV would be a good place; college students would love that. Perhaps some place in Green Valley? But the only places I can think of would put it in competition with other grocers or restaurants, of which it is neither. Either way, there aren't very many good places...no one walks around, and the urban centers are generally very upscale places (strip) that would host tourists, not people looking for a break off work. They're trying to compete against grocery stores, but they don't really do that, and they're not a restaurant either. They just didn't have a good niche. People looking for a bite from work *would* go there, but then it had to compete with all the other restaurants because everyone drives if they want to eat out at the office. There just wasn't the foot traffic it needed. If it had swapped places with the bank I could see it doing better!
Yep. I think America (especially the west) is sprawling suburbia where people drive to a huge shopping centres. Whereas Britain is mostly dense cities where people are in walking distance (or just upstairs) from a shop. And the East coast cities are older and more like Britain.
6:30 The Tesco marketing researchers really messed up by overlooking the sides of the road Americans drive on vs British drivers. Outbound for a Brit could mean inbound for Americans. Big mistake😩
The smaller stores with store brands sound like Trader Joe's, but many Americans, especially in places where they started, don't shop daily. We're used to weekly shopping. They either needed to conform to that customer need or focus on more urban areas as a fresh market convenience store. That kind of store is definitely getting more popular.
@@LucasFernandez-fk8se not the same. In south america they buy at most a day or two ahead. Very healthy. Fresh herbs from the farm. Takes a lot of work though. U need plazas in every city open for a farmers market setting and nearly zero profit. Tesco cant take on that type of investment with negative if any profit.
Even the british hate the fact everythings in plastic, we really ae starting to loathe companies who wreckless produce plastic packaging and then have it lumped on our shoulders that we arent doing enough for the environment
It’s also funny to me that Fresh & Easy aka Tesco actually has a similar layout to Trader Joe’s which is now incredibly more successful than ever before. If only they had rebranded and stuck around.
@East Anglian I guess changing the name from Tesco Metro to Fresh & Easy made them forget what the target demographic of that store format was, must have needed the Metro in their name to remind them that they belong in Metro areas in city centres.
@@danm4320 Absolutely hell it's literally in the name of that brand exactly what those stores target, dense metropolitan areas with a ton of foot traffic and everyone in a hurry.
@@hhs_leviathan Because they aren't. Asda was it's own thing and Walmart bought them out. Asda was working well, so they kept it. Asda isn't Walmart, it's Asda. The same way Sam's Club isn't Walmart. Both Sam's Club and Asda are OWNED by Walmart.
@@hhs_leviathan It's also less recognised as a brand in the UK so when they branched out into opening some more Walmart style stores after the acquisition they went with ADSA Walmart as UK consumers know what ASDA is, Tesco responded by launching their Tesco Extra brand what are also Walmart style hypermarkets.
If only they use the original name "Tesco" it might have been different story
2 года назад
Or at least would have used a color more like Co-Ops color. This green reminds me of vegetables, not of other food. It just doesn‘t give the feeling you are entering a grocery store.
I think it's because Tesco never advertised themselves on TV. I noticed they put themselves in more middle class neighborhoods too, so if they were about cheap food and healthiness they really missed the mark when it came to lower income neighborhoods since they would've been more likely to buy from there.
Aldi takes the small store concept as a method to have rock bottom prices. However their advertisements hammer that point constantly. Small stores = less overhead thus less prices. Almost exclusively private label products? Low prices. They never claim it is easy or even "fresh"
Trader Joe's has been in the US since the 60's and specifically in the western US market where Fresh & Easy failed. Aldi has been in the US since the 70's, and Whole Foods has been around since the 80s. They've all been successful and continuously expanding so when was this "right time"? I think the real reason they failed is Fresh & Easy never took the time to connect with consumers and build a customer base. TJ, Aldi, and WF, despite their success, are still niche stores among American grocers and they've spent YEARS building up their brands. IMO, American consumers decide where to shop on two factors: brand and/or the lowest advertised prices. F & E didn't have either of those. They just started opening stores, hundreds within a few years, but they didn't have the brand to lure small grocer customers from places like TJ, and they didn't have the prices and wide selection to lure customers away from the bigger grocery chains. Basically, they tried to muscle into probably the most competitive and least profitable retail industry in the US by challenging everyone at once with a store format that Americans are not accustomed to.
I miss Fresh and Easy. Got my lunch from there all the time in High School. A shame they couldn't stay around. Miss seeing them around Phoenix Arizona.
I lived in Nevada during the Fresh and Easy stores expansion. I loved the stores and their products. It was the only place I shopped. As a single person, I would shop daily or at least 4 times a week. The prepared meals were excellent.
