Jan
15
Key Question for Brand-Building: What Category Are We Trying to Create?
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After five unprofitable years, Tesco recently announced that it will likely sell or shut down its 199 Fresh & Easy stores.
The giant U.K. supermarket operator reportedly lost $1.6 billion on its U.S. venture. A venture that started with great expectations.
“Our team went over to live in the U.S.,” former Tesco chief executive Terry Leahy told The Wall Street Journal. “We stayed in people’s homes. We went through their fridges. We did all the research, and we’re good at research.” He said the result would be, according to the Journal, “the perfect store for the American consumer in the 21st century.”
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