Tesco Sets First Ground-Up Prototype

Tesco said it will open its first ground-up Fresh & Easy Neighborhood Market in Laguna Hills, Calif., on Nov. 28, which will be more of a prototype than stores in converted locations.

EL SEGUNDO, Calif. — Tesco here said it will open its first ground-up Fresh & Easy Neighborhood Market in Laguna Hills, Calif., on Nov. 28, which will be more of a prototype than stores in converted locations. The company's first six U.S. stores are scheduled to open Thursday in the Los Angeles area, followed a week later by five stores in Las Vegas; one in Chula Vista, Calif., near San Diego; and one more in the Los Angeles area, in La Mirada. The company said it plans to mail bi-weekly fliers to consumers around its store locations beginning later this week that will highlight meal ideas, special products "and unbelievably low prices." Among the meal ideas listed in the first flier is a complete dinner for $11.49 that includes a 25-ounce beef lasagna ($3.79); a Caesar salad ($3.28); a ciabatta loaf ($2.43); and a bottle of wine ($1.99). Other prepared foods featured in the ad include cooked and sliced chicken breast, 16 ounces, $4.99; heat-and-serve macaroni and cheese, 17 ounces, $2.99; mashed potatoes with cheddar and uncured bacon, 17 ounces, $2.99; chicken teriyaki bowl, 10 ounces, $1.99; and field greens salad with balsamic dressing, 9 ounces, $1.99. Other items featured in the flier include organic breakfast blend coffee, 12 ounces, $4.99; cage-free large brown eggs, one dozen, $1.98; reduced-fat milk, half gallon, $1.98; and diced tomatoes, 14.5 ounces, 61 cents.

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