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| - I am responsible for Fresh n Easy. Ok, well that is stretching the truth a bit, however I DID participate in a focus group for the naming of the store. We were given a whole host of names, word triggers, different concepts and were fed bits of information as we went. Some of the names people finally decided on were super sucky - my final pick was not however Fresh & Easy, I had decided on just "Fresh" as I didn't think it was trying to hard to describe what the store was about and left a little to the imagination. They went with Fresh & Easy, their loss.
This is probably the least aesthetically pleasing F&E that I know of in the Phoenix area. They get a star back because they reused building space in a strip mall that definitely needed it. It's also 2 min from my new home so it's my "Neighborhood Market" by default.
I don't like all the packaged produce but I "get it ". It does appear that they use minimal packaging but still seems like a lot of plastic. Lots of the F&E brand stuff is pretty decent and priced well (like the hummus). They have super cheap tofu and they carry Gardein products for veg heads which not too many places do. Oddly enough you can also find interesting ethnic items here too that you won't see outside of an Asian grocery (certain brands of Rice and Soba noodles).
I can't go here and get EVERYTHING I need, but I can't do that at Trader Joe's either so it's a mute point. They have Amy's Frozen No Cheese pizza for less then $6, any grocery store that carries it locally (Safeway, Whole Foods, Fry's) it's $10 or more; which might I add is ridiculous.
Finally, I LOVE LOVE LOVE that all the aisles are self checkout. I see a trend at other stores to REDUCE their self checkout aisles, that is asinine to me. Their scanner/check out stations are the fastest and work better then any other self check out register I have been to. Why does that matter? Because I can get my shit and get out. Even if their are a few technologically challenged people (or just challenged in general) there is still always an open station for me. At other stores I always run into waiting in LINE at the self checkout because the person in front of me can't figure out how to enter a quantity for their avocados, or weigh their bananas, or just how to scan and bag at the same time (I know we are supposedly the most intelligent species but it happens).
Never change your model away from self check out. NEVER.
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