Tesco has invested $2 billion over five years in Fresh & Easy and currently has 55 grocery markets open throughout Southern California and in Nevada and Arizona, up from 37 one month ago. At roughly 10,000 sf, the stores are much smaller than the typical supermarket, allowing them to be sited and opened more quickly, in existing buildings as well as in new developments.

The Sacramento announcement was made at Northgate Blvd and San Juan Blvd., where one of the stores is planned. Other locations generally will include south Sacramento, Oak Park, Citrus Heights, Elk Grove, Folsom, Rancho Cordova, Rocklin and Vacaville. In the Bay Area, stores are planned for San Francisco, Oakland, Mountain View, Sunnyvale, San Jose, Hayward, Walnut Creek, Antioch, Concord, Danville, Fairfield, Napa, Oakley and Vallejo.

Earlier this year, Tesco decided not to release comprehensive sales data on the new chain until next year. It plans to release partial sales data this April. The news has prompted stories questioning whether the concept is meeting with early success. An official with Fresh & Easy did not immediately respond to a request for comment, and Neighborhood Market CEO Tim Mason remains vague in his prepared statements on the topic.

"We have been very encouraged by the response to our stores thus far," he says. "Every single week brings more good news as sales, customer numbers and repeat visits are all growing."