Sign me up for this cult.
If Trader Joe’s and Ikea got together and said, “let’s make a grocery store!” Fresh and Easy is what they would spawn.
Owned by Tesco, a UK grocery chain, the layout and decor is simple and sensible. Ah, mellow, ungarish packaging, marketed towards young professionals, singles, couples, and young families.
Ready meals with tasteful multi-cultural flair is one of F&E’s best assets, like salmon fillets with a cream sauce or shrimp with chili flake and lime, ready to go in the pan.
Moving to the dry goods section are nicely boxed sets of pasta and sauces, curries with rice, all portioned out and reasonably priced. Cooking and olive oils are impressively vast, with grapeseed oil (yay!) and olive oils broken out by region.
Did I mention they are all reasonably priced and tastefully packaged? Yes yes yes.
Top: Fresh, easy produce, on left. Yummy boxed goods, on right.
Bottom: let’s say it together, on left. Two big hunks, on right.
I love the self check-out system. No more grousing about slow queues, if your stuff is taking forever to check out, ain’t nobody to blame but yourself.
I hadn’t heard or seen a single ad about the place, info passed to me by word of mouth, and I pass that along with great enthusiasm. Web 2.0 folks like us, it’s all about viral marketing these days, right?
Fresh and Easy