Photo from LA Times
Fresh & Easy wanted to be a grocerant but failed to follow a grocerant success path. Instead they tried to become a grocery stores with prepared food. They are far from the same thing.
Shen Li reports that: “Seven Southland grocery stores are among 12 under-performing locations nationwide to be closed by Fresh & Easy Neighborhood Markets in an effort to boost profitability, a report says.
The seven stores in Southern California -- in Anaheim, Bakersfield, Baldwin Park, Fountain Valley, Fresno, Hemet and Ontario -- will close within the next few weeks, along with four stores in Phoenix and one in Las Vegas, company spokesman Brendan Wonnacot wrote in an email.
"At this time, there is simply not enough growth in sales and customers at those stores to keep them open," Wonnacot said. "We will re-open them when economic and business conditions warrant."…
Despite the store closings, El Segundo-based Fresh & Easy will continue to roll out new stores. More than two dozen locations are to open their doors through March, including seven smaller-format Express stores in Los Angeles and Orange counties and five stores in Sacramento.”
What Fresh & Easy needed to do was follow Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price are all utilized by Walgreens and Duane Reade. Which by the way are building top line sales, customer frequency and bottom line profits. Step by step, Walgreens has picked up the clues and is turning into a local grocerant nationwide. That as regular readers know is not what’s happening at Fresh & Easy. sometimes global succes requires a global view: Foodservice Solutions has that view.
Invite Foodservice Solutions® to complete a grocerant program assessment, brand, product placement or positioning assistance. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant.