Fresh & Easy Opens 100th Store

Fresh & Easy Neighborhood Market (El Segundo, Calif.) opened the doors to its 100th store, in Fullerton, Calif., one year after launching its business on the West Coast.

“We’ve built a unique business from the ground up by listening to what Americans want in a grocery market,” says ceo Tim Mason. “One year and 100 stores later, the response from customers to our offer has surpassed our expectations. Both internal and independent research regularly confirms customers like the quality and prices of our food, as well as the convenient locations of our stores.”

The grocer’s first location opened in the Glassell Park neighborhood of Los Angeles; today the grocery chain operates 26 stores in Phoenix; 25 in Las Vegas; and 49 in Southern California, with plans to open stores in Northern California.

Mason referenced the downturn in the U.S. economy and said the Fresh & Easy format is well-suited for cost-conscious consumers. “We've reintroduced the quality and service of a neighborhood market but at budget prices that everyone can afford,” he says.