According to Tim Mason, Fresh & Easy Neighborhood MarketCEO, the 12 store sites that the British firm has identifiedstretch from Hollywood to Compton. Tesco is also planning to findmore L.A. area sites and to open stores throughout San Diego,Phoenix and Las Vegas later this year.

The Fresh & East format will be "smaller than the usualsupermarket to give customers a faster, easier shoppingexperience," Mason says. Along with announcing its expansion plans,Tesco has been promoting its new stores as good places to work bypublicizing wages and benefits offered.

Although the Hollywood store will be 16,600 sf, Tesco has saidelsewhere that the Fresh & Easy stores will typically measureabout 10,000 sf. The smaller stores "will be easily accessible andwill offer everything from everyday staples to gourmet items,"Tesco says. As the name implies, the format will emphasize freshfoods, including prepared and organic items, including thecompany's private brand labels.