Tesco, feeling the effects of recession, is growing more slowly than anticipated. One reason is competition. Many UK bargain hunters are filling their trolleys at Asda and other deep-discount stores, while US bargain hunters who might have shopped at Tesco's Fresh & Easy local food marts are buying foods from Wal-Mart (updating Tesco case in Chapter 1 of my book). In response, Fresh & Easy's 120 stores are sharpening their focus on "value" (meaning carefully-selected items with especially attractive prices).Now Tesco is giving London shoppers a green reason to go to its stores, by planning an electric car recharging station. Shoppers can plug in a car before they start to shop and then drive away two hours later with a fully-charged battery and, Tesco hopes, a car full of groceries. Going green is a long-term strategy for Tesco, not just a recession-era gimmick. CEO Sir Terry Leahy is fully committed to eco-friendly operations and to educating shoppers about doing their part. He tells the Times: "Businesses have to show how the consumer can make a difference."
