Published by mothergoosemouse on 03 Apr 2009
I’m in love with a grocery store
On our recent trip to California, we stopped at a Fresh & Easy neighborhood market to pick up a couple bottles of wine to bring to dinner. We emerged with two bottles of wine, a twelve-pack of beer, a one-pound package of grapes, a bag of spinach artichoke tortilla chips, and an apple that CJ and Oliver fought over shared on the way to Hollywood. All for about $20.
But Fresh & Easy has so much going for it that the prices are only a small part of the appeal. Before our trip, I chatted with a couple friends here in Denver who’ve heard about Fresh & Easy from friends and family in LA, and I was surprised to hear that low prices didn’t top the list of reasons why they like to shop there. Instead, it was the accessibility of the stores, Fresh & Easy’s community involvement, and the quality and simplicity of the selection that they cited.
Hear that, megastore-that-shall-remain-nameless? Low prices aren’t everything.
The Fresh & Easy we visited in Glassell Park was austere, but well-stocked and immaculate. It wasn’t large, but the aisles were wide, the shelves didn’t tower over me (I always hated how Manhattan groceries were jam-packed floor to ceiling), and I’ll reiterate how clean it was. Cleanliness always makes a favorable impression on me.
The selection was very basic: a few name brands, plus the Fresh & Easy brand, for each type of item. But here’s what struck me - I gravitated to the Fresh & Easy brands. Simple packaging, with appealing descriptions and visible contents. Plus, the prices were outstanding. There were so many items I wanted to try, I wished I were shopping for my own pantry and refrigerator.
Did we like what we bought? Definitely. The wine was good - I chose a couple bottles bearing the “selected especially for Fresh & Easy” sticker, along with a $4 price tag - and the chips and grapes kept the kids happily satisfied and out of the minibar. Kyle grumbled that the beer was bland, but the man drinks Natty Light every night - when did he get so picky?
I also noticed the diversity among our fellow shoppers. Unlike some specialty groceries that seem to be populated exclusively by young white couples, I saw a wide variety of ages and ethnicities at Fresh & Easy. Which made me smile, because eating healthfully should be important to everyone.
Fresh & Easy markets are currently located only in southern California, Phoenix, and Las Vegas, with planned expansion to northern California. I realize that they’re working to get the model down pat before opening stores in other locations, but I can’t help being a bit impatient for them to get to Colorado. Yes, I was that impressed.
Have you visited Fresh & Easy? What did you think?
…well, you know. It rhymes with “grass”.
So when I had a chance to check out