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New Owner Begins Making Changes at Fresh & Easy

SANTA ANA, Calif. – Fresh & Easy Neighborhood Market's new owner, The Yucaipa Cos., is beginning to make changes to the chain, starting with its hours of operation, according to a company email blast to customers

Regular store hours will now begin at 6 a.m. and end at midnight. Previously, most stores opened at 7 a.m. or 8 a.m. and closed at 10 p.m., the Orange County Register reported. Additionally, Fresh & Easy will be open on Christmas and New Year's Day, and most locations in Nevada will operate 24 hours a day.

In the future, customers can expect to receive fewer coupons in the mail, Fresh & Easy spokesman Brendan Wonnacott recently stated. "We're shifting to providing greater value throughout the shopping trip, not just money off at the checkout,” Wonnacott told the news outlet.

One thing that won't change is the name: Fresh & Easy stores will continue to operate under that banner rather than convert to the Wild Oats brand, also owned by Yucaipa, as some industry insiders have speculated.

The Yucaipa Cos., a private equity firm, acquired Fresh & Easy from London-based Tesco plc. last month.

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