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Unopened Fresh & Easy Store a Casualty of Sluggish Economy

Tesco’s second Fresh & Easy location in Murrieta is one of at least two in the Inland Empire delayed to open.

The adage that looks can be deceiving might apply to the Fresh & Easy store on Nutmeg Street.

From a distance, Fresh & Easy’s second location in the city appears ready for business. Take a peak closer and the store resembles a ghost town with bare shelves and absent inventory.

The Fresh & Easy store, owned and operated by United Kingdom-based Tesco, was completely developed but has yet to open to the public. The company has not determined a date when the store will open, pinning the delay on a weak economy.

Fresh & Easy plans to publicize the opening date as soon as they receive a time frame when the store could open, said Brendan Wonnacott, a spokesman for Fresh & Easy.

“The economic climate is something we have to take into consideration as we expand. When we started out we had plans to expand more rapidly with stores than we ended up functioning (with). We currently have several stores in various stages of the development process,” Wonnacott said.

Fresh & Easy developed another store in Loma Linda that has not received an opening date either, he added. The opening date for that location has been on hold for two years.

“The Inland Empire has been particularly hard hit without a doubt and that did factor heavily into our decision on when and where we open stores,” Wonnacott said.

According to Bruce Coleman, economic development director for the City of Murrieta, the city has reached out to Fresh & Easy, offering assistance if necessary to get the store opened.

“This is a very good location. It is a very underserved area of the community,” Coleman said.

“We've been in contact with Fresh & Easy to open as soon as possible. We have not received any information at this stage, but we will continue to call and continue to try to let them know this is a very good opportunity. We will encourage them and try to help them understand this is a very strong market," Coleman said.

"…Obviously, they have to make their own business decision, but what we try to do, as the city always does, is encourage expansion."

Coleman pointed to a small number of grocery stores within city limits, with ample housing and a growing population creating demand for another grocery store.

“The fact that a supermarket is having a hard time during the recession is not a surprise,” Coleman said.

“Although Murrieta is mistaken as the Inland Empire, it functions more as an extension of the San Diego region. …We are often mistaken by retailers as being a part of the Inland Empire. The Inland Empire has economic distress levels that Murrieta is not experiencing. Murrieta is experiencing strong income levels, so from that point of view there continues to be opportunity for certain types of retailers.”

The City of Murrieta has been successful in accommodating businesses that needed to expedite expanding their operations or opening retail stores, such as Jerome’s Furniture on Village Walk Place and the new BMW of Murrieta opening next month, Coleman said.

“I just need a phone call to me and we will figure out what we can do to help them. The city wants to be very supportive of development and that’s the philosophy of the City Council and the City of Murrieta.”

On the other side of town, a has been open on Murrieta Hot Springs Road since September 2008. Fresh & Easy locations are unique in that they offer self check-outs and ready-made meals.

smo2011 May 27, 2011 at 01:52 PM
We are thrilled to have this kind of market in our community. The high quality food products will make it a wonderful addition to our area. There are many families that drive to specialty stores in Temecula, who will be thrilled to purchase Fresh & Easy products close to home. Gas savings is an added bonus.
JJ Mclure May 27, 2011 at 02:21 PM
It's over priced.
Rob May 27, 2011 at 04:36 PM
It appears to a commercial complex plopped down in the middle of a residential community. A very odd placement.
only in Murrieta May 27, 2011 at 04:36 PM
Fresh & Easy is great! Check out their discount rack, too! But, after reading this article, you have no more information than before! The reporter, Cory Washington failed to mention the actual location of the yet to open Fresh & Easy...so it's difficult to answer the question, "Do you think this part of town needs more grocery options?" I do know that Cory believes it to have a "location in Murrieta," as "one of at least two in the Inland Empire," whereas Bruce Coleman, economic development director for the City of Murrieta, maintains that "Murrieta is mistaken as the Inland Empire, it functions more as an extension of the San Diego region. …We are often mistaken by retailers as being a part of the Inland Empire." Perhaps once I know when and where I can purchase some good food at a good price in a convenient location I'll be less confused!
Kathryn Skaggs May 27, 2011 at 05:13 PM
Please Fresh and Easy, open your doors! Our community is in great need of a store like yours. I live within walking distance of this location and have been waiting patiently for its opening!
Megan May 27, 2011 at 07:10 PM
I agree with JJ McClure...
gk May 28, 2011 at 03:52 AM
fresh and easy is great as long as they have fresh product to sell... often times im in there and they are out of everything....if they could figure this out....i could become a regular.....but for now i will shop at henrys and tj..good luck to them....
Jennifer Doucet May 28, 2011 at 05:26 AM
Can't wait for it to open!! Every time I drive my son to MV, I pray for it to be open. The other location is too far away for me to go there regularly. It seems counter-intuitive for them to have a store built and leave it empty.
Nancy May 29, 2011 at 04:59 PM
City planning or the property management company should have done their homework. Loma Linda and Moreno Valley have Fresh & Easy locations taking up a flagship shopping center location that have been built & unoccupied for to two years+ - an eyesore to seen boarded windows. Too bad Henry's or Trader Joe's couldn't have been convinced to take the space so that retail sales tax income & jobs to the area.
Greg Burmeister May 31, 2011 at 04:03 AM
This would be a slam dunk for Fresh and Easy. I live in this part of town and we are VERY excited to see this store get going. Pass the positive comments on to F&E.
Debbie June 03, 2011 at 05:49 PM
We have been waiting for them to open, love what they offer. I hope they open soon, I know they will be a success in this area.
EM June 18, 2011 at 06:59 PM
We too have been waiting for this location to open. Their prices on organic canned goods can't be beat. We used to shop regularly at F+E before we moved to Murrieta, but the distance to the other one prevents us from going very often. It's been hard finding a nearby store that fills the gap - the farmer's market provides the fresh produce and Baron's offers a lot of good organic stuff but is far more expensive. If F+E opens, it'll be close enough to walk to! Please open soon!
Guero April 23, 2012 at 08:08 PM
Update on the Fresh and Easy.....
Guero April 23, 2012 at 08:10 PM
Still not open. Murrieta may be considered an extension of San Diego, but it don't get more I.E. than Wildomar.
mnm January 17, 2013 at 05:13 AM
i always hear that this store has great deals and im just waiting for it to open to see for my self. i live near and would make this one of my main destinations for grocery shopping if it would just open already
Goodbye March 25, 2013 at 07:14 PM
why would you build it and not open it your ignorant better to have tried than never to have tried AT ALL
N1smo2go March 25, 2013 at 11:43 PM
Currently shop at Plowboys in Old Town, as I live near Nutmeg. and this F&E is only minutes from my house, definitely will shop there too. Can't wait for it to finally open up.
V-Padilla Rod August 12, 2013 at 02:40 AM
WE need Fresh n Easy open I live so close by to this empty location and i have to drive to murrieta springs to go to fresh and easy, theres alot of families here around my neighborhood looking forward for store to open when we heard the news we all where WHAT ..WHY..., So take your chances and OPEN OPEN OPEN..

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