Tesco Details Come into Focus

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Tesco Details Come into Focus

LONDON -- More light is being shed on Tesco's U.S. venture, as published reports in the Guardian Unlimited reveal that the company expects to hire more than 2,500 people for its U.S. operations.

The company already hired 150 people to work at the chain's headquarters in El Segundo, Calif. Once stores begin opening, additional staff will be hired.

The powerhouse retailer is focusing on the southern California market, the greater Phoenix area, Las Vegas, Los Angeles and San Diego, with stores in these areas expected to open next year. Tesco is Britain's biggest retailer, with a 30 percent hold on the United Kingdom market share, the report stated.

The brand will be called "Fresh & Easy Neighborhood Market" according to the Guardian.

To date, 20 sites in the greater Phoenix area have been secured and the company is seeking out additional locations for the 10,000-square-foot stores that will compete with local supermarkets and convenience stores such as 7-Eleven. The stores are intentionally smaller than U.S. supermarkets to encourage a "faster, easier shopping experience," Tesco said.

The format is a combination of U.S. customer research in local markets, and lessons learned from the company's Express format, which operates in more than 1,000 locations in seven countries and serves 10 million customers each week, the report stated.

"Our company has enjoyed strong success in countries throughout Europe and Asia, and we are excited to bring that success to America," U.S. chief executive Tim Mason, told the Guardian Unlimited.