Why a brand is NOT a promise.

USA Today reports that the British grocery chain Tesco has been aiming to change the way Americans shop with its small Fresh & Easy markets, but the combination of quality foods at low prices, especially presented in a very basic store decor, seems to confuse U.S. shoppers.

"They're about the size of a Trader Joe's with lots of Whole Foods-type natural foods and prices that can seem Costco-esque.  But the unfamiliar combination — and a rather sterile store décor — seem to have left American shoppers confused about just what the chain is. As a result, Tesco is finding it harder than expected to make its mark on the nation's $500 billion grocery business."

Promise: Fresh and easy quality foods at low prices.  Expectation: ?

Posted April 7, 2008
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Fresh & Easy Buzz

Saw and read your post and thought you might enjoy our blog, Fresh & Easy Buzz. It's all about Tesco, Tesco's Fresh & Easy Neighborhood Market stores, and related food and grocery industry and consumer news, information, analysis and commentary.

Enjoying reading through your blog.

Posted by: Fresh & Easy Buzz | April 08, 2008 at 05:10 PM

Natalie at SmallFuel Marketing

Although Tesco's branding may have consumers confused, they stand a lot to gain if people catch on. The fact that they're confusing is simply because they are new. However, new also means unique, and unique means they'll have a wonderful niche in the marketplace if they can ride the storm.

Tesco's brand reminds me of a trip to Europe, where I've encountered smaller and much more fresh groceries... I wouldn't mind that change here in the US.

Posted by: Natalie at SmallFuel Marketing | April 08, 2008 at 10:37 PM

Willem Simonis

Had the chance to visit a Fresh & Easy in Phoenix a couple of weeks ago. It was a very underwhelming experience. It didn't seem "fresh" - all the produce was overwrapped and not presented in an appealing manner.
The store was extremely sterile. No personality, no ambiance. I was born and raised in Europe, and I don't recall the retail experience being that boring and uninviting.
I think Fresh & Easy need to do a rethink.
Even discounters realize that people are looking for some sort of experience when they're shopping. Blandness doesn't go over very well.

Posted by: Willem Simonis | April 27, 2008 at 09:32 AM

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