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Jan 31, 2012

Fresh & Easy Express Arrives in Orange County, Calif.

PrintFresh & Easy Express Arrives in Orange County, Calif.  

SANTA ANA, Calif. -- Fresh & Easy Neighborhood Market will open the first of three Orange County, Calif., Fresh & Easy Express locations tomorrow. The 3,000-square-foot Laguna Niguel store offers approximately 2,700 grocery items, as well as a self-serve espresso bar, the Orange County Register reported.

"It is really the best of Fresh & Easy," said company spokesman Brendan Wonnacott.

The chain is currently testing the Fresh & Easy Express format at three Los Angeles County locations. Two more Orange County Express stores in Seal Beach and Garden Grove are scheduled to open later this month.

Tomorrow’s opening occurs nearly simultaneously with the temporary closing of 12 underperforming standard-size Fresh & Easy stores, two of which operated in Orange County. Today is the last day of business for stores in Anaheim and Fountain Valley, according to the Register.

Despite the store closings, the chain is staying optimistic. Executives at parent company Tesco plc have said they expect Fresh & Easy to break even by 2013.








Find Reports & Data

CSNews' 2011 Realities of the Aisle Consumer Study

Consumers are shopping convenience stores slightly more often than they were a year ago, but the nation’s economic doldrums continue to be a drag on spending, according to Convenience Store News’ annual consumer study – Realities of the Aisle 2011.

CSNEWS 2011 Foodservice Study

After reporting a 6.1-percent sales increase in 2010, convenience store retailers expect to generate increased sales and profits from their foodservice operations this year.

CSNews' 2011 Industry Report Study

The convenience store industry had a good year last year. The 13.5 percent total industrywide sales increase was a big improvement over the more than 20-percentage point drop in 2009.

CSNews 2011 New Products Scorecard

The success rates for new items introduced to the convenience store industry last year were down in all seven major product categories tracked in the Convenience Store News New Product Scorecard, but retailers nevertheless increased the number of new items on their shelves and increasingly relied on store associates to make consumers aware of those products.

CSNews 2011 Industry Forecast Study

Although the recession is officially over, consumers in the U.S. remain “mad as hell” and “frustrated” by the slow pace of recovery.



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