Tesco will open in the US under the brand name Fresh and Easy. The Los Angeles area will see the first wave of stores opening this year under the new name as Tesco goes into the world’s toughest market with a chain of convenience stores adapted from the Tesco Express model.
But Tesco will have its work cut out as it seeks success where Sainsbury’s and M&S have both failed on the other side of the Atlantic.
The chain is reported to have invested considerably in studying the US market including building a mock store in a US warehouse to test reactions of Stateside consumers to its products and shop layout.
A large US investor, Berkshire Hathaway, was reported by the BBC to have bought several million shares in Tesco in anticipation of US success.
No comments yet