Does Fresh & Easy need to shop for a new concept?

Have all those new Fresh & Easy markets already grown stale with Southern California shoppers? The El Segundo-based chain, which is owned by British supermarket giant Tesco, made a big splash late last year as it rolled out the first of its small grocery stores that promised a convenient (and supposedly cheaper) alternative to big supermarkets.

But Fresh & Easy sales are apparently running below expectations, according to Supermarket News.  One industry watcher told the Financial Times in a story today that Tesco "must be concerned that the concept is not right."

Fresh & Easy, which has opened 55 stores so far, defended the concept and the results. "We are thrilled with the reception we've received in every community and very pleased with the performance of all of our stores," the company said in a statement this afternoon. "Every single week brings more good news as sales, customer numbers and repeat visits are all growing."

Meanwhile, Fresh & Easy supporters and critics have debated the pros and cons of the stores on the real estate blog Curbed LA, including one person with a view of the Fresh & Easy parking lot in Glassell Park:

"The people see[m] friendly but I find the layout of the store 'strange' and just am not sure what demographic they are looking for ... it looks like they might have missed the entire demographic as the parking lot is never even looking 1/4 full."

--Jesus Sanchez

Photo: Glenn Koenig / Los Angeles Times

Comments

[Marcos]

I've started shopping at the Glassel Park F&E, and I like it, but it's not my only grocery destination. The prices are competitive, the meats are quite good, the produce above average. The only real complaint is that selection isn't great, although the argument can be made that most supermarket choices boil down to different brands and packages for essentially the same products.

I think the demographic F&E is going for are young monied singles and couples with active lifestyles who want healthy and easy to prepare food. Just hazarding a guess, they're not going for the full frontal assault against the big supermarket chains (or Tesco's arch rival Walmart); instead they're challenging Trader Joe's (which has lately eschewed its traditional low prices) and the always pricey Whole Foods.

[Jeff]

I've been shopping at F&E in Glassell Park since it opened. The parking lot comparison in the article is a bit unfair as the F&E is half the size than the Albertson's that was originally there. The store is always full of shoppers, but with the self-checkout, there's no waiting.

I generally love the concept - it has most of what you need, and their own-brand products are very good quality. The prices are generally in line with other supermarkets. The store is actually a nice size to navigate easily and quickly - precisely because there's not 35 varieties of every item.

[Sally]

I have been to the Fresh and Easy store about six times since it has opened in Orange. Although it is not my only shopping destination for groceries, it is becoming one of my main ones. I love the prices, the staff and the produce. Everything is very easy to find and I am in love with Fresh and Easy's store brand. For shopping trips when I am only buying a few items Fresh and Easy is my destination. There is never a line at the check out and there are always specials in the store. I have gone so often that some of the staff members already know me. I really am satisfied with the way Fresh and Easy is running things.

[Karen]

I shopped a few times at the Glassel Park F&E. The two times I bought meat it was barely edible, and the produce section simply doesn't have what I want. I always found myself having to stop again at a different store to pick up something they didn't carry. I think it's a shame - I was hoping for some real TJ's competition, but it's just not a one-stop shop.

[Joe]

I was shocked to see expired meat on the shelves apparently for sale.

[Otto]

I shopped once at the Upland store. It was the opening day and crowded. While the products were impressive and high quality, the ability to get in and out of the parking lot was the deciding factor. It was a miserable location.

I would consider buying there but they are quite a distance away, thus inconvenient, and a TJ's just opened 1 mile from my house of the way to the freeway.

Their visibility since opening has been zero, despite the claim to advertise every 2 weeks via mailer. Out of sight, out of mind...

[Larry]

I've been shopping the Upland F&E store since it opened and am very impressed. It's prices and quality exceed Trader Joe's. There is never a line, so I prefer it for more items than the competition. Alos because the quality and the prices. I see the workers constantly checking to make sure that nothing is expired, and have noted they do a good job at it. I welcome good competition to the area to put the other stores in place.

[Alan E.]

I don't know what some of the people with the overly negative comments are talking about. I shop in the F&E in Hollywood and I LOOOOVE it! Before these guys came in I had three choices: shop at Jons (ugh!), Ralphs (too expensive) or drive down to Trader Joe's and get a headache trying to park -- and not finding everything I need! These guys (F&E) have it right, at least for me, and it's very simple: a) The prices are great--the meat is a little expensive, but way better quality than at Ralphs, and it's probably as good as Whole Paycheck...I mean Whole Foods, but way cheaper (I bought a ton of food for $45 bucks, $45!!! With $70 bucks I barely buy the same amount in Ralphs). b) Their F&E brands are actually quite good, I rarely ever try the store brands b/c they are awful (e.g. Vons), but a friend recommended trying it and now I'm a believer. And last but not least c) I can basically go to this place and buy everything I need, and go on with my life. Before I had to shop at two or three places to get the right combination.

[JoeJoeCookies]

I am so happy that Fresh And Easy is a complete failure.
And to all the Trader Joes employees who "abandoned ship" and defected to the enemy ... screw you!

You are officially blackballed and will never be welcomed back!

To all the Trader Joe's Captains / Buyers who defected, and gave TESCO TJ's sales figures, Contacts, Inside Information, etc. ..... screw you!!!

Go apply for welfare, you Benedict Arnolds!

Trader Joes is a great company to work for.
And all the morons who defected were greedy jack asses.
They got what they deserve.

Fresh and Easy is a failure.
And I am one happy TJ employee camper!

Trader Joes has been around for 60 years!
You think some English Wal Mart is going to just walk in and compete with that?
You fools!

You got what you deserve, you arrogant pricks!

[James U.S.A.]

The name should be NOT SO FRESH AND EASY. Half the items on the shelf for sale are either expired, or very close to expiration. Prices over all are average, and the selection minimal. For some valuable information, visit Fresh and Easy facts .com . This company has a history with plenty of health code violations. Not fresh but sleazy.

[Jonathan]

Wow so much anger. Allen, Trader Joes is the store that sucks. Everything tastes the same and the quazie hippie republican yuppies really stink up the place. The SUV's that pack the parking lot and the custom made Burkenstocks are trully revolting.

Fresh and Easy is just that. Fresh and easy. The food is great and the time at the check out line is non existant. My only complant is that the store isn't bigger.

Looks like the Trader Joe's employees made the right choise.

[joejoecookies]

Hi Jonathan, enjoy your Fresh and Easy expired meat.
And while you're eating it, educate yourself by checking out this web site:

www.freshandeasyfacts.com

Take care.

[mominla]

I think the growing pains are to be expected with any new concept. As far as the "news" about Tesco's record in the UK and elsewhere, any major corporation will have its share of issues...comes with the territory. We know that all supermarkets / food companies have had their share of recalls and errors.

That said, I love Fresh & Easy so far. I shop at the Hollywood store, which is clean and easy to get in and out of, despite being in the heart of Hollywood Blvd. The prices are amazing, quality is great -- but the main pluses for me are:

1. Most of their prepared foods and fresh&easy brand items are high quality and PERFECT for a busy parent. No need to worry about putting together lunch in a pinch or dinner for the kids and myself or about putting junk in our bodies when in a rush. I love the individually packaged items (salad greens, etc.) and snack packs for kids.

2. Normally, I shop at Ralph's, Whole Foods, AND Trader Joe's. I can get almost EVERYTHING I normally buy at Fresh & Easy... They stock our paper towels, cereals, and other name brand items I'm used to or highly comparable alternatives so I don't have to shuttle to another store for those items. One store vs. three is a big deal.

The time and money savings alone is what has me sold on Fresh & Easy.

I think I can safely speak for many parents...for us, it's more about convenience. Loyalty goes out the window when something comes along to make our lives much easier without having to sacrifice quality.

[Ben Barat]

Fresh and Easy actually have expiry dates unlike many other stores which I struggle to see whether their produce and meat will last long enough for me to eat it. Like you say Trader Joe's has been around longer. Let's see what has happened in the future.

[tina]

Sounds like a lot of sour grapes here. I for one LOVE fresh and easy and have never had a better shopping experiance - great produce and meats, convient packaging and easy to read labels. I love the self check out and that it actually works unlike the ones at Albertson's that are constantly broken or telling me to wait for assistance because it doesn't recognize the weight of the item I just put in the bag.

I also have no problem with their dating system - I've found the produce and meats to be exceptional. I've never once even come across an over ripe piece of fruit in their pre-packaged fruit salads.

I liked trader joes but frankly I got tired of having to go to two stores so I could also get the frew brand name items my husband requires. F&E has just enought brand name products for me without overwhelping me without 300 different cereal brands.

[Amy]

I LOVE fresh & easy! I changed my shopping habbit from Stater Bros. or Ralph's to fresh & easy. Their prices are great, quality of food are excellent. Empolyees are friendly. Store display is so fresh, colorful, I feel happier when I enter the store. The meat prices are a little bit higher, but I rather pay a little extra for the quality.
f & e brands are good. I LOVE their ice-cream.

Jonathan, why are you so angry?

[Amy]

Sorry Jonathan, I meant "joejoecookies".

Why are you so angry?

[joejoecookies]

Amy, did you read my post?
I think it's obvious why I'm angry.
But apparently I need to reiterate:

Trader Joes had hundreds of employees that left the company for Not So Fresh and Easy (a small % compared to our over all employees).

Many of these employees were managers, buyers and full timers, who took with them Trader Joes Sales Figures, Vendor Information, Profit and Loss Statements, Company Standards, etc.
All with one thing in mind: To strengthen Fresh and Easy, and bring down Trader Joes.

Fresh And Easy tried to copy cat Trader Joes, very unsuccesfully.
Before they opened their first store, they said they wanted to compete with Trader Joes. Which is fine. But not in the way they went about it.

Now that Not So Fresh And Easy is a complete bust, they are back tracking.
Now they are saying they never intended to compete with Trader Joes (because we kicked their sorry asses). Now they are sayng they always intended to put a COMPLETE stop to all store openings after the 50th store opened, even though all of their buyers say this is a lie.

Not So Fresh and Easy is a complete bust and a loser company.
They sell expired / spoiled meat and grind it into ground beef!

Now all the ex-Trader Joe's employees are trying to come back to Trader Joes.
LOL!

I am happy.
I'm not angry anymore.