Fresh & Easy 'Likely' To Leave U.S.

The company will be shutting down or selling its stores in the U.S., according to a report.

Fresh & Easy's time in America appears to have expired.

The chain's stores in Southern California and beyond will soon be closed or sold, according to a report in the Wall Street Journal.

Owned by Britain's Tesco, the 199-market chain never quite caught on with American consumers.

Arcadia has a Fresh & Easy location at 133 E. Foothill Boulevard.

"We’re considering all options for the business, but it’s likely that the review will lead to Tesco exiting the U.S. market," wrote chief executive Philip Clarke in a blog post on the company website.

Analysts said the recession was partly to blame -- Fresh & Easy debuted in California, Nevada and Arizona in 2007, just as the economy was tanking. But, ultimately, consumers didn't warm to the concept.

"Though it attracted a small group of loyalists, Fresh & Easy largely failed to capture the imagination of American consumers who proved unaccustomed to British-style ready meals, self-service cash registers and unfamiliar store layouts," the Journal said.

Tesco's CEO told the paper: "It's likely, but not certain, that our presence in America will come to an end."

ROBERT E. FISHBACK December 07, 2012 at 08:05 PM
I am not certain as I live in another state, but I suspect "imagination" should be changed to thinking ability. Also, the Fresh and Easy are foreign words to many.
Natalie Ragus December 07, 2012 at 10:03 PM
You know, Fresh&Easy is wonderful. I actually shop there ALL the time, but they need better marketing. I believe it never caught on because so few people knew about it. The only reason I discovered it was because a friend who doesn't cook but eats healthy liked their prepared meals (which are almost like a home-cooked meal, especially when you put it on a plate and pair it with a salad and a nice glass of wine.)
Jen A Rob December 11, 2012 at 08:16 PM
This makes me sad. I love Fresh & Easy!
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