Fresh & Easy Observations: Assortment Seen As Too Limited

Jim Prevor, an industry consultant based in Boca Raton, Fla., expressed a harsh opinion of Tesco's Fresh & Easy stores in the U.S. Most consumers would notice that all the products they're used to are not there, in part because Tesco has decided not to carry a lot of American brands, he said. For the typical American consumer, that impacts the conventional proposition that if a store doesn't carry

Jim Prevor, an industry consultant based in Boca Raton, Fla., expressed a harsh opinion of Tesco's Fresh & Easy stores in the U.S.

“Most consumers would notice that all the products they're used to are not there, in part because Tesco has decided not to carry a lot of American brands,” he said. “For the typical American consumer, that impacts the conventional proposition that if a store doesn't carry an item you want, you need to go to another store.”

The limited assortmen

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