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.
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