Fresh & Easy revamps stores, product selection

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Fresh & Easy revamps stores, product selection

By Store Brands - 12/04/2014

Fresh & Easy, El Segundo, Calif., announced that it is launching its “smarter market” concept with seven remodeled stores opening in Las Vegas Dec. 5 and 6, and 17 more remodeled stores opening throughout December. Incorporating a new “Fresh To Go” hot food bar; a more open, modern feel and layout; and a revamped product selection (including a more abundant assortment of fresh foods) with lower fixtures, the remodeled stores are part of Fresh & Easy’s new mission developed after transitioning ownership a year ago: to save customers time by making fresh and natural food more available and affordable.

“We’ve evolved Fresh & Easy by constantly innovating to improve our stores and our products,” said Mike Evans, Fresh & Easy’s vice president of marketing. “The company has been reinvigorated and we are now using Las Vegas as a test market to implement even more new ideas and concepts. As with all the changes we have made, we are going to constantly evaluate and fine-tune our ideas to bring our customers something exciting and new.”

At the core of the changes in the stores, Fresh & Easy explained, is the addition of the Fresh To Go hot food bar, which features great-tasting fresh, made-to-order food, including:

Sandwiches — the finest meats and cheeses toasted on La Brea Bakery artisan bread, made to order in minutes
Fire-oven pizzas — delicious hand-stretched pizzas that are ready in minutes
Hot soups — made fresh in the Fresh & Easy kitchen with only the finest ingredients, served hot and ready to eat

Other changes include a coffee, espresso and tea bar; a smoothie machine; a self-serve beverage bar featuring draft carbonated beverages, kombucha and freshly pressed orange juice; a homeopathic and natural remedies section with a health kiosk; and a natural baby section, Fresh & Easy said.