Tuesday, November 9, 2010

Bullseye: Target Goes From Zero-to-Eighty-Seven 'P-Fresh' Food Markets in Southern California in Under Two Years

Southern California Market Region Report

[Editor's Note: Fresh & Easy Buzz published Part 1 of our Target "P-Fresh" research report on September 26, 2010 - While Tesco's Fresh & Easy Neighborhood Market Postponed, Target Opened 42 'P-Fresh' Fresh Food and Grocery Markets in Northern California - focusing on Northern California. Part 2 below focuses on the Southern California region.]

Can you guess the name of the retailer that's opened more new food and grocery "markets" in Southern California over the last 18 months than any of its competitors, and has managed to do so without opening more than a handful of actual new stores?

The answer: Target Corp.

Over the last 18 months, Minneapolis, Minnesota-based discount retailer Target has opened 87 of its 10,000-12,000 square-foot "P-Fresh" store-within-a-store fresh food and grocery markets inside 87 of its discount format stores throughout Southern California.

Target currently has 141 discount format stores in Southern California, which means, if it chooses, the retailer still has 54 existing units available to add additional "P-Fresh" fresh food and grocery markets in.

There are seven SuperTarget combination food-grocery-general merchandise stores in Southern California. The stores are similar to a Walmart supercenter in terms of product selection.

Target operates 246 stores in California and 1,752 stores in the U.S. The majority are discount format units.
Target plans on installing "P-Fresh" markets (pictured above) in a number of those remaining 53 Southern California discount format stores by the end of 2011, along with including the 10,000-12,000 square-foot fresh food and grocery markets in most if not all of the new discount format stores it opens in the region.

For example, on October 10, Target opened 10 new discount stores nationally. Two of the 10 new stores are located in Southern California - in Azuza and Simi Valley. Both include "P-Fresh" markets. [See - October 11, 2010: Target Hits Once-in-Century Date Bulls Eye: Opens Ten New Stores On Sunday 10-10-2010.]

Target is also developing one of its new-prototype, smaller-format stores in the 7+Fig mall in downtown Los Angeles.

The urban Target store, which will be about 90,000- 100,000 square-feet, will have a heavy emphasis on food, groceries and household basics, according to John Griffith, Target's executive vice president of property development. The store will be located in a combined space formerly occupied by Macy's and Bullock's department stores.

Target's discount format stores average about 130,000 square-feet. It's combination food and general merchandise SuperTarget stores are in the 175,000 square-foot range.

The downtown Los Angeles store is the second urban unit announced by Target. The first will be in Seattle, Washington. Both stores are set to open in 2012, according to Griffith.

In late September, 2010, as we reported in this story - September 24, 2010 - Target to Have 'P-fresh' Fresh Food & Grocery Markets in 850 Stores By 2011 End; First Smaller Urban Store Set For Seattle in 2012 Target Corp. said it plans to have "P-Fresh" fresh food and grocery markets in 850, more than half, of its U.S. discount format stores by the end of 2011.

As a point of comparison, Target's 88 "P-Fresh" store-within-a-store units, which it's opened over the last 18 months, gives it nearly the same amount of fresh food and grocery "units" in Southern California as Tesco has with its current 92 stand-alone Fresh & Easy Neighborhood Market stores.

Tesco has opened the 93 Southern California Fresh & Easy units over a three-year period, starting with the first batch of stores it opened in the region in November 2007. There are 92 Fresh & Easy stores in Southern California. A store in Moreno Valley was closed this month. The Fresh & Easy markets average about 10,000 square-feet, very similar in size to Target's "P-Fresh" in-store markets.

Going beyond the comparison between Target and Tesco's Fresh & Easy to the larger Southern California region itself, Target Corp., with its 88 "P-Fresh" in-store markets, and Tesco, with its 92 small-format Fresh & Easy Neighborhood Market stores, have combined added the equivalent of 180 new 10,000 square-foot grocery stores to the region since late 2007. That's a whole lot of new grocery stores over a three year period, even for vast Southern California.

Further, the additional food and grocery retailing space added by Target and Tesco's Fresh & Easy is in addition to all of the new stores opened by the region's other food retailers - Kroger, Safeway, Walmart, Costco, Trader Joe's, Stater Bros., Albertsons, Whole Foods Market, Sprouts Farmers Market and numerous others - over the last three years.

To put it mildly, growing and intense hyper-competition is on the food and grocery retailing menu in Southern California. And Target Corp., which less than two years ago had only a scant few stores selling fresh food and groceries in the region, is on its way to becoming a player in Southern California.

Related Stories

October 11, 2010: Target Hits Once-in-Century Date Bulls Eye: Opens Ten New Stores On Sunday 10-10-2010

September 26, 2010: While Tesco's Fresh & Easy Neighborhood Market Postponed, Target Opened 42 'P-Fresh' Fresh Food and Grocery Markets in Northern California

September 24, 2010: Target to Have 'P-fresh' Fresh Food & Grocery Markets in 850 Stores By 2011 End; First Smaller Urban Store Set For Seattle in 2012

May 11, 2009: Target on Tap to Put Mini-Grocery and Fresh Foods Markets Into 100 Target Discount Stores This Year; Many More Likely to Come in 2010

November 19, 2008: Competitor News: Target Corp. Planning to Dramatically Expand Food and Grocery Offerings in All of its U.S. Target Discount Format Stores

Below are the 87 Southern California Target discount stores with "P-Fresh" fresh food and grocery markets inside:

101 S Euclid St
Anaheim, CA 92802

Anaheim Hills
8148 E Santa Ana Canyon Rd
Anaheim, CA 92808

809 N Azusa Ave
Azusa, CA 91702

Baldwin Park
3100 Baldwin Park Blvd
Baldwin Park, CA 91706

855 E Birch St
Brea, CA 92821

Buena Park
7530 Orangethorpe Ave
Buena Park, CA 90621

1800 W Empire Ave
Burbank, CA 91504

Los Angeles Topanga
6700 Topanga Canyon Blvd
Canoga Park, CA 91303

651 W Sepulveda Blvd
Carson, CA 90745

Carson North
20700 S Avalon Blvd Ste 750
Carson, CA 90746

20200 Bloomfield Ave
Cerritos, CA 90703

Cerritos West
11525 South St
Cerritos, CA 90703

Chula Vista Broadway
1240 Broadway
Chula Vista, CA 91911

Chula Vista East
910 Eastlake Pkwy
Chula Vista, CA 91914

Compton-Rancho Dom
1621 S Alameda St
Compton, CA 90220

Costa Mesa
3030 Harbor Blvd Ste A
Costa Mesa, CA 92626

Culver City
10820 Jefferson Blvd
Culver City, CA 90230

Culver City South
6000 Sepulveda Blvd
Culver City, CA 90230

6835 Katella Ave
Cypress, CA 90630

Diamond Bar
747 Grand Ave
Diamond Bar, CA 91765

1050 Huntington Dr
Duarte, CA 91010

El Cajon
250 Broadway
El Cajon, CA 92021

Rancho San Diego
2911 Jamacha Rd
El Cajon, CA 92019

1280 Auto Park Way
Escondido, CA 92029

Fullerton South
200 W Orangethorpe Ave
Fullerton, CA 92832

West Fullerton
1893 W Malvern Ave
Fullerton, CA 92833

2169 W Redondo Beach Blvd
Gardena, CA 90247

2195 Glendale Galleria
Glendale, CA 91210

Granada Hills
11133 Balboa Blvd
Granada Hills, CA 91344

2700 W 120th St
Hawthorne, CA 90250

Huntington Beach East
9882 Adams Ave
Huntington Beach, CA 92646

3471 W Century Blvd
Inglewood, CA 90303

3750 Barranca Pkwy
Irvine, CA 92606

Irvine North
13200 Jamboree Rd
Irvine, CA 92602

Irvine Spectrum
115 Fortune Dr
Irvine, CA 92618

La Habra
1000 W Imperial Hwy
La Habra, CA 90631

5500 Grossmont Ctr Dr
La Mesa, CA 91942

2462 Foothill Blvd
La Verne, CA 91750

Lake Elsinore
18287 Collier Ave
Lake Elsinore, CA 92530

Lakewood Center Mall
141 Lakewood Center Mall
Lakewood, CA 90712

Long Beach Bellflower
2270 N Bellflower Blvd
Long Beach, CA 90815

Long Beach NW
6750 Cherry Ave
Long Beach, CA 90805

Los Angeles
3535 S La Cienega Blvd
Los Angeles, CA 90016

Los Angeles Eagle Rock
2626 Colorado Blvd
Los Angeles, CA 90041

Los Angeles Eagle Rock
2626 Colorado Blvd
Los Angeles, CA 90041

Mission Viejo
24500 Alicia Pkwy
Mission Viejo, CA 92691

Mission Viejo N
25601 Jeronimo Rd
Mission Viejo, CA 92691

Natl Cty Pl Bonita
3060 Plaza Bonita Rd
National City, CA 91950

8840 Corbin Ave
Northridge, CA 91324

8999 Balboa Blvd
Northridge, CA 91325

10600 Firestone Blvd
Norwalk, CA 90650

Norwalk East
12051 Imperial Hwy
Norwalk, CA 90650

2255 S El Camino Real
Oceanside, CA 92054

2191 N Tustin St
Orange, CA 92865

777 E Colorado Blvd
Pasadena, CA 91101

Pasadena East
3121 E Colorado Blvd
Pasadena, CA 91107

Pico Rivera
8800 Whittier Blvd
Pico Rivera, CA 90660

Rancho Santa Margarita
30602 Santa Margarita Pkwy
Rancho Santa Margarita, CA 92688

Redondo Beach
1601 Kingsdale Ave
Redondo Beach, CA 90278

3600 Rosemead Blvd
Rosemead, CA 91770

Puente Hills
17751 Colima Rd
Rowland Heights, CA 91748

5680 Balboa Ave
San Diego, CA 92111

Lemon Grove
3424 College Ave
San Diego, CA 92115

San Diego Mission Valley
1288 Camino Del Rio N
San Diego, CA 92108

San Dimas
888 W Arrow Hwy
San Dimas, CA 91773

San Pedro
1701 N Gaffey St
San Pedro, CA 90731

Santa Ana
1330 E 17th St
Santa Ana, CA 92705

Santa Fe Springs
10621 Carmenita Rd
Santa Fe Springs, CA 90670

9846 Mission Gorge Rd
Santee, CA 92071

Seal Beach
12300 Seal Beach Blvd
Seal Beach, CA 90740

Signal Hill
950 E 33rd St
Signal Hill, CA 90755

Simi Valley West
51 Tierra Rejada Rd
Simi Valley, CA 93065

South Gate
5700 Firestone Blvd
South Gate, CA 90280

3433 Sepulveda Blvd
Torrance, CA 90505

2300 Park Ave
Tustin, CA 9278

Van Nuys
5711 Sepulveda Blvd
Van Nuys, CA 91411

Van Nuys North
14920 Raymer St
Van Nuys, CA 91405

1751 University Dr
Vista, CA 92083

Vista South
3150 Business Park Dr
Vista, CA 92081

West Covina
2831 E Eastland Ctr Dr
West Covina, CA 91791

West Covina South
2370 S Azusa Ave
West Covina, CA 91792

West Hills
6635 Fallbrook Ave
West Hills, CA 91307

West Hollywood
7100 Santa Monica Blvd Ste 201
West Hollywood, CA 90046

16400 Beach Blvd
Westminster, CA 92683

Westminster NW
200 Westminster Mall
Westminster, CA 92683

15614 Whittwood Ln
Whittier, CA 90603

Woodland Hills
20801 Ventura Blvd
Woodland Hills, CA 91364

Total = 87 units

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