[Editor's note: As an American studying and living in London, Adam Brown has seen much the city has to offer in the way of retail. To get a fresh consumer perspective on the Tesco convenience offering, CSP asked Brown to visit a local Tesco Express in the London borough of Sidcup and provide feedback on the overall experience. His following edited report provides a candid and off-the-cuff assessment of an average Tesco c-store on the global retailer's home turf, and reveals some unique competitive advantages. To read more about Tesco's plans in the United States, see the [image-nocss] related story in this issue of CSP Daily News and watch for the July issue of CSP magazine.]
LONDON -- Sidcup's Tesco Express (TE) sits in a very convenient location. Less than 100 yards from the train station, the convenience store is positioned on the cusp between residential and commercial areas of the borough. For those living directly above the c-store in the available flats, there couldn't be a better location.
The outside of this TE is about as inviting as a rock. The windows have been covered in massive signs to accommodate some very obvious renovation. Despite being a bit ugly, the window does provide one very exciting feature: the store hours, 6 a.m. to 11 p.m. When most stores in England close by 7 p.m., TE has very easily one-upped the competition.
Interior
Inside the store, TE's decor draws heavily on the Martha Stewart principle, which is to say the company uses bright pastels and large sans serif letters to display goodsperhaps a bit of chromatherapy to remedy the gray skies and encourage more purchasing?
Another striking feature is the unexpected organization. The dairy section is an absolute dreamscape for the anal retentive, with well-lit coolers displaying neatly arranged, dense rows of product upon product. Although it's not very avant-garde, it's welcoming, soothing and inviting.
The five aisles briefly extend about 5 yards each, neatly stuffed with goods and surrounded on two sides by coolers, one wall of alcohol and magazines, and a final side that makes up the three registers and an entrance to the store.
Store Traffic
My tour took place around noon on a Friday. During that time, anywhere from two to 12 shoppers were present, with this number growing larger as time wore on. At one point, the produce aisle was filled with six old women who each seemed to be there shopping alone. A gentleman in motorcycle regalia also entered, as well as the occasional twenty-something looking for lunch. Also, several women of motherly stature came in and out.
Produce
England is known for having better produce than the United States namely for one reason: It goes bad quicker. Mark this up to the fewer preservatives: England proudly displays, as a general rule, when the produce arrived and from where it came.
I stumbled across British cauliflower, Spanish garlic, Chilean tangy apples, South African sweet apples, and Egyptian grapefruits all having arrived within the past three days. These were either kept in the cooler or on the shelves, depending on the perish dates.
The produce was displayed in thick, green plastic baskets or in the original shipping box. Among the fresh produce available, some less-common varieties included beet roots, avocado, kiwi, nectarines, plums and portobello mushrooms. This is only a sampling, but what makes the find so impressive is the company guarantees that these items are all fresh.
Meal Options
Meal offerings include pizza products and Italian quick bakes, Spanish entrees and Chinese foods in one area. Below the pizza are national dishes such as bangers and mash, chicken entrees, frozen breads, quiche and pastries, and finally savory pies and Scotch eggs.
I would have welcomed any of the items on the dinner table because my meals have consisted mainly of pasta these past few months. Typically, however, I'm not inclined to make a meal out of frozen packages, although most of these items were packaged attractively.
In the Snack Shop cooler, pre-packaged sandwiches, wraps and quick eats are the rule for lunch. These are present in most grocery stores and provide an alternative to fast food, one that I've exploited countless times. Other items included pasta salads, tuna salads and the always popular garden salad.
The Cooler
There are no doors on any of the coolers in TE, save the small frozen section with ice-cream treats. Every thing else is left open to the consumer to reach and grab conveniently.
The Snack Shop sports most of the drinks, including worldwide favorites from Coca-Cola and Pepsi. Also available are bottled water from Vittel and energy drinks including Red Bull and Lucozade. The milk and dairy section includes milk and milkshakes, private-label and brand-name juices, and specialty milks such as goat milk and soymilk.
Special Offerings
TE offers freshly baked breads and pastries (albeit not as fresh as some others). Wine, beers, ciders and liquors are sold near the registers. And, the British adoration of tea is not an overblown stereotype.
From credit cards to insurance, mobile-phone service to broadband, Tesco is slowly breaching the finance and telecoms industry. Information pamphlets are displayed on columns and at the ends of aisles fairly prominently.
Other things of note are the England Football Club paraphernaliaflags and soccer balls with the British red crossscattered about in celebration of the FIFA World Cup.
Many of TE's products are of the TESCO brand. I've not tested this store brand against the national and international competitors, but store brands are more widely consumed here than in the United States with fewer prejudices toward the cheap version.
Overall Impression
I went into TE not really expecting much. I imagined there would be little to write about, let alone praise. My opinions have changed, however. Literally, TE is a grocery store that has been downgraded in terms of size, not quality. In fact, it even outperforms the local Somerfield's grocery story in presentation, probably due to its easier-to-manage size.
Perhaps the only thing that TE lacks is the news. While papers and magazines are available, they are less widely so to accommodate the densely packed food items. Regardless, its use of space, modest but inviting decor, and all-round convenience make this something to look forward to in the States if the English practices don't get lost in translation.
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