Fresh & Easy saw a widening in annual losses during the year to $290 million - owing to the acquisition of two dedicated fresh food suppliers, 2 Sisters and Wild Rocket Foods, along with exchange rate movements. Despite the higher losses Tesco still expects to break even towards the end of the 2012-2013 financial year - owing to improved store operating rations. U.S. sales rose 41.8% during the year to $783 million."The ones [customers] who use Fresh & Easy now really love it, but we just need more of them, and I can see quite a few things we can do to drive customer traffic," Tesco CEO Philip Clarke said.
The Tesco boss highlighted how Fresh & Easy is opening its stores an hour earlier and offering coffee as well as fresh baked bread and pastries. "It is normal in America, but we were not doing it. There are many more things we can do like that, but I see some promising signs already," said Clarke.
In the meantime, Fresh & Easy has appointed Nicole DeRuiter to the new position of Corporate Social Media Relations Manager.
DeRuiter will be responsible for the management of the chain’s social media outlets - Facebook, Twitter, YouTube, Flickr.com and Fresh & Easy’s corporate blog. She will also co-ordinate the use of social media within various departments.
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