A new look for Fresh & Easy
Tesco is said to be redoing its Fresh & Easy design format to create a warmer image for it’s new stores in the US. The existing 61 stores which have a very basic and functional look and layout will be given a more colorful look and signage. The changes have been made due to a customer survey conducted in the stores. According to Lucy Neville-Rolfe, corporate and legal affairs director for Tesco, consumers reactions have been “very strong” regarding changing the look of the stores. She added that, “We’ve been working on brighter stores, better ranging, signage – the sort of things we always do when we move into a new market.”
Tesco first opened its Fresh & Easy format in Novemnber 2007, stopping in April 2008 to get feedback from customers about the stores. The stores will still have their clean look, but the design has been changed slightly. Tesco will also be adding 250 products from its own in-house label, including items such as juices and ready made meals.
“Tesco took a break in order to tweak a few things,” said Planet Retail grocery research manager Natalie Berg. “The concept is hugely innovative, but, as other supermarkets in the US are full of signage and promotions, the Fresh & Easy stores can look a little stark in comparison.”