US retail behemoth Wal-Mart is launching a small-store format set to give Tesco’s Fresh & Easy convenience banner a run for its money.
The Marketside stores will focus on “fresh” and “delicious” food, to help consumers decide what they want for dinner that night.
Phoenix, Arizona, will be the locaton of the first four stores, due to open this autumn. Fresh & Easy is also present in Arizona, along with two other states.
Marketside’s tagline - “the neighbourhood market for busy people with a taste for fresh and declicious food” - echoes that of Fresh & Easy.
The Marketside stores will make and serve food in-store at delicatessens with seating areas, unlike their Tesco-owned rivals.
Tesco has been in the firing line both in the UK and the US for its failure to understand the needs of the US marketplace.
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