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Fresh & Easy wins US plaudits for Tesco

Tesco Fresh and Easy worldwide retailing

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Tesco's Fresh & Easy venture in the USA appears to be gaining favour with American shoppers, says the Financial Times.

Fresh and Easy

The newspaper says it has seen a copy of independent research showing a positive reaction to the chain among 700 customers outside nine Fresh & Easy stores in Los Angeles, Las Vegas and Phoenix, Arizona.

The research described Fresh & Easy as “the new cult retailer” and said it was “already an incredible success story.”

It rated well for freshness of product and value for money, with nine out of ten customers saying they would “highly recommend” the chain to friends.

Earlier this year Fresh & Easy was subject to speculation and reports by some financial analysts that it was not hitting targets.

Tesco put a three-month moratorium on the chain’s rollout, with its 62nd store now due to open in Manhattan Beach in July.

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