Listening to NPR a while back, I heard an interview and discussion on how there’s a large portion of America that visit three different grocery stores for their food – Costco, Trader Joes, & “Fill In Your Old School Market Here.” Strange phenomenon, but they were right on with me. Segwaying to an introduction of Fresh & Easy Neighborhood Market™, Lo and behold, Newbury Park, was on their list of cities for this UK-Tessco-owned market. Curiosity ensued for the next six months.

We got the postcard in the mail, opening day planned, here’s your $5 gift card. Thanks and we’re on our way.

Flash forward – I entered the market tonight and got that ‘this is something different’ feeling like you got when you first walked into Ikea. Similar philosophy – keep it simple, hip, and relative…to my demographic. Fresh & Easy products seemed to weigh other brands, but they give you a few options, and you’re done. I’m pleased with not being overwhelmed with a wall of brands. In fact, the rows seem to end at 6 ft high, which is also interesting.

It’s loaded with strange and forward thinking ‘engaging customer experiences’ like a kitchen table to try foods? I don’t know, it was late, I’ll be exploring more later.

Alas the self checkout – no need to prepare for awkward conversation and offers for charity, help with bagging, and how much I saved by entering my phone number and tracking my food purchases. Had to turn my brain back on, going into ‘new interface computer scan debit card mode.’

It is what it is. You might find a fit and hit it frequently – most likely the idea – they kept this in mind. Lot’s of straight-forward, good looking food featuring with a share of prepared foods.

If you love Wal Mart and “Pay Less For More Cheap Bad Food Grocery Chain” You may enter and say, “What the…” and turn around. But you should give it a chance.

I enjoyed the experience and feel like there’s a lot more to find there. Not a bad first impression for a grocery store? It’s closer and less intimidating then the Other chain grocer where I run laps to find the bread. I still heart Costco (quantity and price) and Trader Joes (the official market of Indiana Jones), but we’re off to that fourth option with a four word name – Fresh & Easy Neighborhood Market™. You should give it a shot. Check the website for possible coupons..