UK retailer Tesco has said that it is “tweaking” its Fresh & Easy format in the US in response to feedback from customers.

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The 61 Fresh & Easy stores, which launched with a functional design and basic layout, will be given more colour and signage in an attempt to create a “warmer” atmosphere, the company has said.


“We have made a few minor tweaks, like adding some signage,” a spokesperson for the company told just-food. “Consumers told us that they liked the clean fresh look of the stores but wanted them to feel a little warmer to reflect how they felt about the brand.”


Tesco opened its first Fresh & Easy outlet in the US in November last year. The group paused in its expansion drice in April to assess the format.


The company has said it is making some “very minor” alterations to the format, including starting to accept American Express payments.

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These changes are expected to be completed by July, when the Fresh & Easy rollout will continue.