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News Links - 02-08-07

February 8, 2007
tesco.jpg

PHOENIX, Feb. 7 /PRNewswire/ -- British grocery store chain Tesco announced today that its new chain of grocery stores in the U.S. will be called "Fresh & Easy Neighborhood Market," and formally revealed its new logo, during an event hosted by the Greater Phoenix Economic Council. tesco-express.jpg The company is focusing on the Greater Phoenix area, Las Vegas, Los Angeles and San Diego and stores will begin to open later in the year.Tesco USA has plans of opening 300 small grocery stores in Southern California, Las Vegas and Phoenix. The openings would cost approximately $2 billion and would take five years to fully complete. The company plans on opening the stores in the second half of next year.

In an effort to distinguish itself from other grocery or produce stores, the emphasis at Tesco will be on the freshness of food. The company hopes to ensure this freshness with large distribution centers and quick turnaround times.fresheasy.gif

Has anyone seen the new logo (the one above is not it)?? I could not seem to track it down. I would love to get a look.

Thanks for the pointer to the new loge Denise. Much appreciated!!! >>>>>>

In

Comments (4)
4 Comments
Denise Wymore February 8, 2007 7:46 PM

http://www.igd.com/analysis/news/news_detail.asp?articleid=3574
I found the logo on this website. I'm going to Phoenix later this month so I'll check it out! Take some pix. Taste the freshness and feel easy.
Denise

Dana FitzGerald February 9, 2007 12:14 PM

Thanks Denise! I appreciate the reference. I like the logo. The have come a long way from their former ones!

Evan March 2, 2007 1:46 AM

Started reading your blog thanks to the Optiva fiasco in my area...and I find it quite interesting. Am I the only one that thinks that this'll be taken sexually? "Fresh & Easy" as a line of adult films, perhaps?

Not that could always be bad...it could be a boon to the brand. If they are knowingly tongue-in-cheek, it could make them stand out and actually make them...well...fresh. One brand that has done a remarkably good job of this is Iowa's own Kum & Go. See...www.kumandgo.com...they have had significant success and expanded rapidly. They also have made a nice side business in their merchandise, so much so that one of their shirts was used in the "Jackass 2" movie. That fact alone would have sent many companies running to issue press releases denouncing Johnny Knoxville, but they took it in stride, and put up a "Jackass" merchandise combo for sale in their store. The name started innocently enough (Bill "K"rause is a founder), but they were able to take the "perversion" of the name in stride and make a success of it.

So..."Fresh & Easy" t-shirts...I don't know, but it may appeal to the "youthful, hip, organic" market they (and so many others) seem to be interested in.

Tate Linden March 2, 2007 6:21 AM

You're spot on, Evan.
I wrote something on Kum & Go here before the Optiva thing started: http://stokefire.com/blog/2006/11/29/eat-get-gas-and-go/
Fresh and Easy will appeal to the organic types who like the pure message and will be taken as a bit of a parody by the youthful cynics. I think there's likely a knowing wink amongst company leadership that it'll happen. They'll be watching the sales rate of shirts quite closely.
I can also see the potential for messaging like "I'm a Fresh & Easy kind of girl." It'd cause a flurry of PR and would be seen as edgy and suggestive without actually rolling over into smut. The company could even play dumb when people suggest it could be taken any other way.
I think it'll happen.