USA Today, April 7, 2008
"The new Fresh & Easy markets get a big thumbs-up from customers for product selection and lower prices."
Los Angeles Times, November 9, 2007
Tesco's Fresh & Easy carries its value theme over onto the back (pictured above) of the direct mail promotional piece, where it offers the following text:
"We're a neighborhood-sized market that's quick and easy to shop."
*Fresh and wholesome foods
*Unbelievably low prices
*all your favorite brands
*a variety of prepared meals
The meat and potatoes of the promotional brochure however clearly are the three $5-off on a minimum $20 purchase coupons.
As such, in our analysis the marketing message of the new direct-mailed Fresh & Easy promotional piece really isn't value, despite the text and images suggesting so. Rather, the message is really price, demonstrated by the coupons providing a 25% discount on a $20 grocery purchase. Everyday low-price positioned food retailers in the U.S. seldom if ever use deep-discount promotional techniques like this.