Thursday, November 4, 2010

Fresh & Easy Neighborhood Market Confirms Our October Reports On 10 New Stores Opening in Early 2011

Southern California Market Region Report: New Stores

On October 17, Fresh & Easy Buzz broke the news that Tesco's Fresh & Easy Neighborhood Market plans to open 10 new stores in Southern California beginning in early January 2011. [See - October 17, 2010: No Additional New Fresh & Easy Neighborhood Market Stores Set to Open This Year; Ten New Units Planned For January 2011.]

We followed our October 17 report up a week later, naming the 10 cities in Southern California where the 10 new Fresh & Easy stores will be located, and reporting the 10 stores are set to open in the January-February 2011 time period. [See - October 25, 2010: Fresh & Easy Neighborhood Market to Open 10 New Stores in 10 Southern California Cities in January-February 2011.]

As we correctly reported on October 27, the 10 Southern California cities are: Lake Forest, Camarillo, El Cajon, Ventura, San Dimas, Walnut Park, Oceanside, Long Beach, Costa Mesa and San Diego.

Today, Tesco's Fresh & Easy Neighborhood Market confirmed our reports, announcing the addresses of the 10 stores and the dates when it plans to open the locations.

Below are the store addresses and opening dates:

January 12
• 2nd Street & Madison Avenue - El Cajon

February 3
• Arneill Road & Las Posas Road - Camarillo
• Bonita Avenue & San Dimas Canyon Road - San Dimas

February 9
• El Toro Road & Trabuco Road - Lake Forest
• Newport Boulevard & Harbor Boulevard - Costa Mesa
• Camino Del Norte & Dove Canyon Road - San Diego

February 16
• Oceanside Boulevard & Vine Street - Oceanside
• Alameda Street & Florence Avenue - Walnut Park
• Seaward Avenue & Thompson Boulevard - Ventura

March 30
• Atlantic Avenue & 33rd Street - Long Beach

As you can see above, one store, the unit in Long Beach, has a March 30, 2011 opening date. As we always note in such stories in Fresh & Easy Buzz, new store opening dates are fluid and dynamic at Tesco's Fresh & Easy. The other nine stores are set to open within the January-February 23 time-frame however.

In our October 17, 2010 story we also reported that Tesco's Fresh & Easy had decided not to open any additional new stores for the remainder of 2010. The grocer's announcement today about the early 2011 store openings confirms our report. It wouldn't announce 2011 store openings if it was planning any additional 2010 new store openings.

The last new stores Tesco's Fresh & Easy opened were in September of this year. [See - July 14, 2010: Fresh & Easy Neighborhood Market Confirms Our June 25 Report it Will Open Nine New Stores in September 2010.]

[For related reading on the September 2010 new store openings, also see - September 22, 2010: California Dreamin': Fresh & Easy Neighborhood Market, Whole Foods Market Combined Open a Total of Four Stores Today in California and September 21, 2010:Fresh & Easy Neighborhood Market and Walmart Create A September New Grocery Store Rain Storm in Oceanside, California. Plus - September 15, 2010: Two New Fresh & Easy Neighborhood Market Stores Open in Fresno, California Region Today; September 8, 2010: Fresh & Easy Neighborhood Market Hits (and Breaks) the 100-Store Mark in California With Today's Openings; and September 7, 2010: 'Big Bang' September: First Four of Nine New Fresh & Easy Neighborhood Market Stores Opening on September 8.]

Tesco currently has 155 Fresh & Easy Neighborhood Market fresh food and grocery stores in California, Metropolitan Las Vegas, Nevada and Metro Phoenix, Arizona.

The 155-store number is down from 168 units, the result of the closing by Tesco of 13 poor-performing Fresh & Easy Markets. [See - November 2, 2010: Closure of 13 Stores Brings Fresh & Easy Neighborhood Market's Store-Count to 155 Units. There's a breakdown of the 155 stores by market region in the November 2 linked story.]

Once the 10 new stores are opened by the end of the first quarter of 2011, Tesco will have 102 Fresh & Easy markets in Southern California.

In addition to the planned first quarter 2011 openings of the 10 new stores detailed above, Tesco's Fresh & Easy Neighborhood market plans also to open its first batch of stores, 11 thus far based on our reporting, in the first quarter of next year. [See - September 22, 2010: Fresh & Easy Neighborhood Market Plans to Open Two Additional Stores in Northern California in Early 2011. Also see the other linked stories at the piece.]

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