Fresh and Easy still in the red

Last year, their U.S. stores lost over $1 million each. This year, the loss is "just" $600,000 or so each. ($113 million in losses, spread over 177 stores). That's not a sustainable business model. I'm not sure how long Tesco is willing to lose over $100 million/year, so I assume they'll either become profitable in another year or two or pull the plug.

Nonexistent Niche

F&E is trying to appeal to the Trader Joe's niche, except with a self-serve experience. It's not what people in that niche want. They want service and attention. They're high maintenance.

Also, the healthy food message isn't reaching the fat people of America.