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While Tesco has been getting a rocky reception in some parts of its home market, shoppers in south Los Angeles are welcoming the arrival of its Fresh & Easy venture.
Major US supermarket chains promised to open more than 30 stores in the depressed area, which was devastated by riots in 1992, but none has materialised. Most residents are therefore forced to shop at more expensive corner markets.
She’ra Randle, a 24-year-old music store clerk, welcomed Tesco’s willingness to invest in the area. “It will show people we are moving in some kind of positive direction,” she said.
Simon Uwins, Tesco’s chief marketing officer, said that its move was as much good business as a good deed. “We’ve found that if you offer people good quality food at prices they can afford in a good environment, then they’ll shop there,” he said.
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