Is Tesco's much anticipated Fresh & Easy Neighborhood Market the future of food retailing in America? Creating high concept, specialty stores based on the value proposition of 'fresh' and 'easy' has so far proved taxing. Just ask Japanese-based FamilyMart about its experimental Famima stores or Supervalu about its soon-to-be shuttered Sunflower Markets. Can Fresh & Easy succeed where other retail brands have failed?
Through retail immersion, Hartman on Tesco's Fresh & Easy Neighborhood Market provides and early look at Tesco's U.S. Fresh & Easy formats. This paper analyzes some of the challenges Tesco will have to overcome to be successful in the U.S. marketplace.
