Fresh & Easy plans four stores in capital region
By Jon Ortiz -
[email protected]
Published 12:00 am PST Tuesday, January 29, 2008
Story appeared in BUSINESS section, Page D5
Fresh & Easy Neighborhood Market, the U.S. unit of Britain's biggest grocery retailer, plans to open four stores in the Sacramento area, according to liquor license applications with the state.
The Sacramento locations named in the filings include 3311 Northgate Blvd. and 3615 Bradshaw Road. Two Folsom sites, 25000 Blue Ravine Road and 9522 Greenback Lane, also are cited.
Fresh & Easy spokesman Brendan Wonnacott on Monday acknowledged the company has bigger plans for Sacramento and the surrounding region.
"We'll be making a formal announcement of more (Sacramento) store sites next month," he said. The company plans to name several Bay Area store locations on Wednesday, but Wonnacott declined to say when any of the Northern California stores would open.
The stores combine the elements of a traditional grocery store and a convenience store. At about one-fifth the size of a supermarket, they emphasize fresh items, take-home meals and private label goods with a limited selection of national-brand merchandise.
Fresh & Easy's entry into Northern California continues Tesco's aggressive global expansion plans, intended to offset its slowing growth at home. On Monday, the Financial Times reported the company next month will open its first Tesco Express brand convenience stores in China.
Tesco, based in Cheshunt, England, already has opened about three dozen Fresh & Easy markets in Southern California, Nevada and Arizona. It has plans to open at least 200 in those three states by the end of this year.
Industry experts have speculated that the company could open 500 or more Fresh & Easy sites over the next few years if the concept takes off.
The Bay Area's Fresh & Easy sites include so-called "food deserts" – poor neighborhoods underserved by grocery stores, Wonnacott said. He said the chain is committed to finding similar sites in the Sacramento area.