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NOV 2007

Tesco reinvents the 7-Eleven

The British retail giant is out to break the mold with gourmet mini-supermarkets in Southern California,

FORTUNE, November 26, 2007 — Convenience stores have long been a place to pick up beer and pork rinds. Earlier this month Tesco launched a $2 billion, five-year plan to change that. The British retailing giant just opened the first gourmet mini-supermarket in Hemet, Calif. Dozens more of these Fresh & Easys are scheduled to open over the next three months throughout California and the Southwest. Analysts think Tesco could grow their ranks to more than 1,000 in the next five years.

Category: Brand Strategy
Tags: Tesco, Global Brands

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