Tesco: the new Starbucks

I don't claim credit for that word association. The story quoting a Tesco executive using that comparison is written by Quinn Eastman of NCTimes.com, and found here.

From the story:

"There are plenty more to come," said Tim Mason, CEO of Tesco's new American division, at a launch event at the San Diego Gaslamp Marriott.Mason said Fresh & Easy has pledged to have no trans fats or artificial colors and flavors in any product and will not sell cigarettes or other tobacco products.About half of the products in the store will come from Fresh & Easy's own brand.Retail analysts have compared Fresh & Easy to Trader Joe's because of the stores' size -- roughly 10,000 square feet of sales space.But Mason said he wanted to avoid demographic categories and rejected the comparison, adding that he was aiming for a higher standard: being everywhere, like Starbucks Coffee."We want to appeal to the neighborhood in the same way as Starbucks," he said.

TK: This market positioning is brilliant if Tesco can pull it off. But will consumers of any supermarket, manhandling shopping carts and pressed for time, view the experience remotely similar to a visit to Starbucks? And what about the drive through window?