It's Viva Las Vegas for Fresh & Easy

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It's Viva Las Vegas for Fresh & Easy

EL SEGUNDO, Calif -- Tesco's Fresh & Easy Neighborhood Market chain in the U.S. just got a bigger as it opened five stores Friday in Las Vegas neighborhoods, following the opening of its first six U.S. stores in Southern California the week prior, the company stated.

"We are excited to open our doors here in Las Vegas," Tim Mason, Fresh & Easy CEO, said in a statement. "Fresh & Easy stores have been remarkably well-received by customers in Southern California, and we are confident the reception will be the same here."

Las Vegas store locations that are now open include:

-- Tropicana & Durango

-- Tropicana & Jones

-- Lake Mead & Del Webb

-- Bermuda & Silverado Ranch

-- Warm Springs & Eastern

Of the 122 U.S. store locations the company has announced to date, 50 are scheduled to open by the end of February 2008 in areas including Southern California, Phoenix and Las Vegas, the company stated. In addition, Tesco plans to open 200 stores by the end of 2008, and plans to invest $2 billion over five years for the U.S. launch, according to the company.

Similar to the California stores opened earlier, the Las Vegas stores will feature a private brand with no artificial colors, flavors or added trans fats, according to the company. Fresh & Easy stores also offer a range of national brands and authentic products, with all its food delivered daily and date coded, the company stated.

"Everyone wants fresh, wholesome food at affordable prices," said Mason. "We offer honest, everyday low prices on all our products -- that's why we don't need product coupons or loyalty cards."

Each store employs 20 to 30 people, with entry-level positions starting at $10 an hour in Nevada, with a quarterly bonus of up to 10 percent.

In other Tesco news, Fresh & Easy will open its first stores in the Arizona Valley in Chandler and Mesa next month, The Arizona Republic reported.

A spokesman for the company said four stores will open in the Valley on Dec. 5. Fresh & Easy plans to open at least 27 stores in the Phoenix area by the end of 2008.