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Fresh & Easy Ups Ante To At Least 13 NorCal Outposts

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Today we confirm an even-larger-than-expected barrage of cheap and cheerful Fresh & Easy grocery chain outposts is headed for NorCal. According to our calculations, there shall be a net total of 12 or 13 in business before April comes to a close. (See the full schedule of non-SF openings after the hop.) Don't forget Richmond and Bayview outposts are on the way; then there's that controversial number possibly moving into the Mission. Add in GrubStreet's reported Portola branch and we've got a veritable Fresh & Easy stampede on our hands. In the grand scheme of things, comparisons to the value-oriented and already established Trader Joe's are inevitable. There's loads of conversation in that regard online already, especially coming from LA, where the two have gone head-to-head. As we stand by for confirmed Bayview, Portola and Outer Richmond dates, take a moment to absorb the full schedule as confirmed by a Fresh & Easy rep this morning.

March 2nd
San Jose: Bird Ave. & Minnesota Ave.
Danville: Diablo Blvd. & Hwy 680

March 9th
Pacifica: Cabrillo Hwy. & Linda Mar Blvd.

March 16th
Concord: Clayton Rd. & Ygnacio Valley Rd.
Vacaville: Elmira Rd. & Nut Tree Rd.

March 23rd
Modesto: Oakdale Rd. & Lancey Dr.
Walnut Creek: Ygnacio Valley Rd. & San Carlos Rd.

April 13th
Pleasanton: Rosewood Dr. & Santa Rita Rd.

April 27th
Hayward: Mission Blvd. & Rousseau St.
Napa: Imola Ave. & Jefferson St.
San Jose: Saratoga Ave. & Payne Ave.

· All Previous Fresh & Easy Coverage [~ ESF ~]
· Fresh & Easy Opening Three, Possibly Four Stores in San Francisco [GrubStreet]