Although I'm not a fan of the name this concept is great - I'll give it to them... it's Fresh and it's Easy. You know when you've gone shopping, get home and realize you've forgeten butter athe thought of running back to the grocery store is just painful? Like, nothing sounds more awful. Well, I don't get that super annoyed feeling about going to Fresh & Easy... the parking is easy, the store is small, there aren't 87 butters to choose from each with a flashing tag, a "buy one get one" or "club card" purchase price - nope, simple and straightforward - two options - and then you get to check yourself out. I totally love Fresh & Easy when you don't need to do major shopping. Great to buy a couple meals at a time and the $2.99 wine is PERFECT for sangria.