Thursday, September 17, 2009

Fresh & Easy is consumer empowering, enabling and efficient.

Fresh & Easy is becoming what Eatzi’s and Boston Market both wanted to become. That is the consumer’s first choice for ready-to-eat and ready-to-heat Grocerant food. The latter two both got stuck in a quagmire of their own creation and lost sight / focus of the customer. The both relented to metrics defined by Wall Street or industry niche and tried please the street with non relevant metrics. Now burden with the “Dallas foodservice leadership syndrome” a malaise and miss-guided tactics will not allow them to keep pace with solid consumer focused success steps seen from Tesco’s Fresh & Easy. This week Fresh & Easy is blasting the radio waves, billboards and bus stops with new advertising. The focus is on “low price, fresh ingredients” both of which resonate with the consumer.
Key to the success of Fresh & Easy is packaging size, meal components, many more ready-to-cook flavored meats, branded bread from il Fornaio and a blend of quality private label products. Tesco is a British company not burden with the copy cat mentality that seems to be over flowing in the US foodservice sector for the past 6 years. I think that Fresh & Easy with a consumer centric focus will not only do well but very well may lead a blended niche for years to come. The Grocerant niche is on the move. Program niche assessments include the Grocery, Convenience store, Restaurant, Supermarket sectors along with niche new comers.

1 comment:

  1. Problem here in Arizona is that F&E have store fronts but never opened the places. Logos and all on the fronts, but no store. I think they re-think their expansion capabilities.