One industry observer, who asked not to be identified, told SN that Tesco's Fresh & Easy concept is projecting a confusing message to U.S. consumers. “If you're going to do a small-format store, you have to differentiate yourself with price or merchandise mix, and while Fresh & Easy is doing a little of each, it is not conveying any clear message to consumers,” he said. “The stores look unfinished, with no sense of the excitement or merchandising prowess Tesco has in the U.K.,” he ...

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