Tesco is launching itself as "Fresh & Easy" in the USA with a series of stores set to open in the midwest and west coast, starting with Phoenix, Arizona.

Here's how Tim Mason, of Tesco USA, sold the idea to the British press:

"The Fresh & Easy Neighbourhood Market format is designed to draw customers back to their local neighbourhoods by offering high quality, fresh and nutritious food at affordable prices.

"Our company has enjoyed strong success in countries throughout Europe and Asia, and we are excited to bring that success to America."

[source: BBC News Online - 'Arizona gets first Tesco US store']

And here's how he sold it to the Arizona Republic newspaper:

"It is not a funny specialty store that sells imported things that a few Brits have a hankering for. It is very deliberately designed to meet the needs of the 21st-century American consumer."

[source: Arizona Republic - 'Tesco touts healthfulness, ease']

Funny how the mildly denigrating latter comment didn't make it over this side of the pond. Still, at least there's no danger of Tesco destroying the smaller town centre shops in Arizona. If they ever even existed they've long since been killed off by the indigenous grocery behemoths, let alone the plucky outsiders.