Fresh & Easy is owned by Tesco. Tesco is a British company and one of the worlds largest food retailers. They not burden with the copy cat mentality that seems to be over flowing in the US foodservice sector. Sure there has been some miss steps, but they are learning fast. What the heck, they are trying new things and the American consumer is very forgiving. The new smaller food-print will again place them in the retail sweat spot with consumers. What the consumer done not want is more copy cat companies or follow the leader market positioning food companies.
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.
Fresh & Easy is becoming what Eatzi’s and Boston Market both wanted to become. That is the consumer’s first choice for ready-2-eat and heat-N-eat 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 legacy metrics defined by Wall Street or industry niche and tried please the street with non relevant consumer focused metrics.
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. Including Cranberry Blue Pecan Salad, Mango Chicken & Rice, Shrimp Alfredo all complement F&E’s menu.
Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. For product or brand positioning assistance contact Steven A. Johnson and Foodservice Solutions® or visit http://www.linkedin.com/in/grocerant or on Facebook at Steven Johnson, GOOGLE: Steven Johnson Grocerants or twitter.com/grocerant