Fresh & Easy Tests 'Smarter Market' Concept in Las Vegas

Fresh & Easy revealed today the expansion of its Smarter Market test concept to stores in Las Vegas, as part of an ongoing effort to reinvigorate the brand following its acquisition by Yucaipa Co. in November of last year.

The first new-look Fresh & Easy was unveiled two weeks ago, and seven more stores will host their grand re-openings this weekend. A Fresh & Easy spokesperson told PG that a total of 17 stores will be transitioned to the new banner by the end of December, yet no timeframe has been set for further expansion to other markets.

Boasting a more open, modern layout and revamped product selection, Fresh & Easy's Smarter Market concept  features a "Fresh To Go" hot food bar, offering sandwiches, fire-oven pizzas and hot soups, as well as a coffee, expresso and tea bar, smoothie machine, self-serve beverage bar and natural baby section.

“We’ve evolved Fresh & Easy by constantly innovating to improve our stores and our products,” said Mike Evans, Fresh & Easy VP of marketing. “The company has been reinvigorated and we are now using Las Vegas as a test market to implement even more new ideas and concepts."

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