Fresh & Easy is testing a new go-to-market strategy in a Las Vegas store and will expand the test to seven more area locations by the end of the year.
The first new-look store opened in Las Vegas two weeks ago, reported Supermarket News. The company said it could not speculate on a wider roll out into other markets at this time.
The new concept hopes to bring consumers more conveniences such as a hot food bar, featuring made-to-order sandwiches, fire-oven pizzas and soups. The stores will also be remodeled to feel more open, with lower fixtures as part of the layout. Finally, a new product assortment will include pressed juices, a draft soda bar, an espresso and tea bar, a smoothie bar, a health kiosk and a natural baby selection.
"We've evolved Fresh & Easy by constantly innovating to improve our stores and products," Mike Evans, VP of marketing, Fresh & Easy, told Supermarket News. "The company has been reinvigorated, and we are now using Las Vegas as a test market to implement even more new ideas and concepts.
Fresh & Easy operates 167 stores in California, Arizona and Nevada. U.K. retail giant Tesco sold off the 200-store U.S. Fresh & Easy in 2013 to Yucaipa Cos after declaring bankruptcy on the U.S. grocery chain.
-See this Supermarket News article
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