Tuesday, March 2, 2010

Fresh & Easy is consumer empowering, enabling and on a roll.

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 of miss-guided tactics will not allow them to keep pace with solid consumer focused success steps seen from Tesco’s Fresh & Easy. Fresh & Easy. Focused on “low price, fresh ingredients” both of which resonate with the consumer. Fresh & Easy has opened 8 units in 2010 and is well on it’s way to 150 units.

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.

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.

Join me here on my blog for insights, information and inspiration. Since 1991 Foodservice Solutions of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions visit http://www.linkedin.com/in/grocerant.

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