According to Tim Mason, Fresh & Easy Neighborhood Market CEO, the 12 store sites that the British firm has identified stretch from Hollywood to Compton. Tesco is also planning to find more L.A. area sites and to open stores throughout San Diego, Phoenix and Las Vegas later this year.

The Fresh & East format will be "smaller than the usual supermarket to give customers a faster, easier shopping experience," Mason says. Along with announcing its expansion plans, Tesco has been promoting its new stores as good places to work by publicizing wages and benefits offered.

Although the Hollywood store will be 16,600 sf, Tesco has said elsewhere that the Fresh & Easy stores will typically measure about 10,000 sf. The smaller stores "will be easily accessible and will offer everything from everyday staples to gourmet items," Tesco says. As the name implies, the format will emphasize fresh foods, including prepared and organic items, including the company's private brand labels.