Tesco is revamping its Fresh & Easy stores in the US to create a “warmer” shopping environment as the grocery giant gears up to resume openings.
The 61 Fresh & Easy stores, which launched with a functional design and basic layout, will be given more colour and signage. The overhaul is in response to shopper feedback.
Tesco corporate and legal affairs director Lucy Neville-Rolfe said consumers’ reaction to Fresh & Easy has been “very strong” and confirmed the shop improvements. She said: “We’ve been working on brighter stores, better ranging, signage – the sort of things we always do when we move into a new market.”
The grocer, which opened its first Fresh & Easy store in November last year, paused expansion in April to assess the format. As part of the refresh, which will be completed by July, further signage will be added to popular products.
A Tesco spokesman said the design has been “tweaked” and, while it will maintain its clean look and feel, the changes should help shoppers “dash in and find the milk or whatever other products they want to find quickly and easily”.
The grocer has also added a further 250 products to its own-label line, including new ready meals and juices, and the stores now also take American Express cards.
“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.”
On July 2, Tesco will open a store at Manhattan Beach, California, and remains committed to having a total of 200 stores in the country by the end of the year.
On Tuesday, Tesco reported group sales for the 13 weeks to May 24 rose 13.7 per cent. In the UK, like-for-like sales were up 3.5 per cent, excluding petrol, but non-food growth slowed.
Neville-Rolfe said: “We’re well within our 3 to 4 per cent like-for-like target and are in good shape.
“We’ve seen good growth in our core food categories, but what we find is higher food prices affect non-food demand. We have focused on how we can help people save money.”
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