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Tesco Unveils US Plan

PHOENIX-The US concept, called "Fresh & Easy Neighborhood Market," will begin its rollout in the fourth quarter.

By Marita Thomas | Updated on February 07, 2007

PHOENIX-Tesco, the UK-based global retail giant, formally unveiled the name and logo for its long-awaited US retail concept during an event held here by the Greater Phoenix Economic Council. The grocery stores will be called “Fresh & Easy Neighborhood Market.”

Units will have approximately 10,000 sf of selling space. Twenty sites in the Greater Phoenix area have already been secured and additional ones are being researched, according to Tim Mason, a Tesco veteran who has been named chief executive officer of Fresh & Easy Neighborhood Market, based in El Segundo, CA.

Mason tells GSR, “the rollout will begin during the fourth quarter of 2007,” and says, “we’ll open units rapidly, within a few weeks, in all four markets during fourth-quarter.” The other three market areas are Las Vegas, Los Angeles and San Diego.

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