Fresh & Easy, the US banner operated by UK retailer Tesco, will increase its focus on price positioning in response to recession in the US.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


“We always listen to our customers and they are telling us that price is becoming even more important since the onset of the recession,” a Tesco spokesperson told just-food today (23 February).


“We will be acting on this,” the spokesperson added.


Since entering the US market, Tesco has scaled-back its expansion plans as the economic downturn has squeezed consumer spending.


“We always planned to increase the rate of new store openings but we are now being more prudent with openings,” the spokesperson admitted.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

However, he emphasised: “We have not decelerated our rate of store openings. We are opening new stores every day and looking for new locations.”


Tesco currently operates 114 Fresh & Easy stores in the US.


The company will provide an update on its US performance in its trading update on 21 April.

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now