The Fresh & Easy Strategy
Fresh & Easy Neighborhood Market, owned by UK-based retail giant Tesco, made its US debut just a few years ago. With locations in California, Arizona and Nevada, it is a small format store at about 10,000 square feet. As with most other retailers, beer and wine accounts for roughly 5% of Fresh & Easy's total sales. But because they don't sell spirits, "beer and wine outperform for us versus our competitors," said Richard Wherry, Fresh & Easy's category manager for beer and wine. "We dedicate a lot of the retail space in the shop to beer and wine."
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