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After a year in which recession cased it to slow down its expansion plans, Tesco-owned Fresh & Easy Neighborhood Markets in the US is in the middle of a series of store openings - opening four stores in California yesterday, and with seven more openings planned for the next two weeks, four in California and three in Arizona.

The openings bring the total of Fresh & Easy stores in the western US to 156.

In addition, in the UK, the Telegraph reports that Fresh & Easy is making a bigger push to attract Hispanic and Spanish-speaking customers

According to the story, Fresh & Easy “is working with RL Public Relations ... which specialises in Hispanic marketing. The drive to attract Hispanic customers has to date involved the creation of a Spanish-language website, which mirrors its English website almost word for word, as well as advertising on Spanish-speaking radio. The retailer has also advertised in Spanish publications, with a particular emphasis on the company's recent 'Shop for Schools' promotion.

“It has also created special in-store cards for certain favourite dishes including quesadillas, tamale and chorizo salad – all using F&E ingredients – and held a special Hispanic Holiday event just before Christmas as well as placing F&E chefs on Spanish-language television programmes.

“F&E is now concentrating on increasing the quantity of key brands popular with the Spanish-speaking community in its shops. In many cases it often already stocked the brands, but is now increasing supplies and making them more visible to customers.”
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