Fresh & Easy Begins Rollout of 'Smarter Market' Concept

Seven "new-look" stores re-opening in Las Vegas, with more to come

Fresh & Easy Smarter Market (CSP Daily News / Convenience Store / Foodservice)

EL SEGUNDO, Calif. -- Since transitioning to new ownership a year ago, Fresh & Easy LLC is reinvigorated its brand and its stores with a store remodel and reintroduction it calls the "Smarter Market." Using many of its Las Vegas stores as a test, Fresh & Easy has unveiled its "innovative take on creating modern convenience."

On its Facebook page, the company said: "We're testing some fresh ideas in Las Vegas and wanted to give you a sneak peek of some of our changes! … Some of the exciting changes include a new 'Fresh To Go' hot food bar with made to order sandwiches and pizzas, a more open and modern store layout, and a revamped product selection with a more abundant selection of natural and organic products and fresh food, a coffee, tea and espresso bar, a new beverage bar featuring freshly pressed orange juice, draft soda and kombucha and many other great changes!"

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Mike Evans, Fresh & Easy vice president of marketing, said, "We've evolved Fresh & Easy by constantly innovating to improve our stores and our products. 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 is the addition of a hot food bar, featuring fresh, made-to-order food, including sandwiches on La Brea Bakery artisan bread, made to order in minutes; hand-stretched, fire-oven pizzas that are ready in minutes; and hot soups made fresh in its kitchen.

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

The company debuted the first new-look Fresh & Easy two weeks ago in Las Vegas at Desert Inn & Fort Apache. Seven stores will celebrate their grand re-opening this weekend, with additional stores re-opening through the end of December.

El Segundo, Calif.-based Fresh & Easy operates 167 stores in Arizona, California and Nevada.