Tesco has over 3,000 stores in 12 countries, including its Japanese operation - Fresh & Cost.

Not satisfied with its position as the UK’s most prominent supermarket, Tesco has taken its operations stateside in the guise of its new chain of ‘Fresh & Easy Neighborhood Market’ stores.

Instead of aiming at the mainstream consumer market, the retailer has gone for a surprisingly different approach - focusing its operations on the US neighbourhoods overlooked by traditional grocers.

Stores are designed to be fresh and wholesome, stocking only healthy and organic produce. And to keep prices down, the retailer has opted for a simplistic approach. CEO Tim Mason explained: “By keeping things simple, we’re able to offer honest, everyday low prices on all our products. We don’t need to offer product coupons or loyalty cards.”
 
The first Fresh & Easy store opened its doors this week in Hemet – a small southern Californian city with a population of around 66,000. A further five stores will open in southern California on 8 November. New launches are also planned in Nevada and Arizona.

Tesco is the world’s third-largest retailer, operating over 3,200 stores across 12 countries including Thailand, Slovakia, Hungary and Japan, and employing more than 400,000 people. 

By Natasha Piscitelli