The hype surrounding Tesco's US launch has escalated to such heights it can only lead to consumer disappointment, American retail experts have warned.

Press coverage for its Fresh & Easy Neighborhood Market chain has been "incredible", said David Livingston, managing partner at retail analysts DJL Research .

"I've never seen so much hype and build-up for a supermarket and Tesco's problem is that it is going to have to live up to that hype," he said. "This has been big news. Even though Tesco is giving little away, there has been a huge amount of speculation.

"The store could be wonderfully run, but with so much publicity the consumer will always be expecting more."

He compared the Fresh & Easy opening later this year to David Beckham's mega-bucks deal to play with LA Galaxy next season. "The pressure is on Tesco and your footballer. If they come to the States and don't perform they will be yesterday's news."

Another sporting ­analogy was drawn by Mike Griswold, research director at AMR. "There is so much hype in the two weeks between the last playoffs and the Super Bowl that it's impossible for the game to live up to expectation.

"Consumers are very aware of Tesco as there is so much press activity, even when it makes the very smallest of announcements. I'm sure Tesco will do a good job, but its opening cannot live up to such a big build-up."

Meanwhile, Fresh & Easy is trying to woo potential US employees.

A website has gone live ahead of the first 100 stores opening in Phoenix, Las Vegas, Los Angeles and San Diego towards the end of the year.

Tesco is offering a competitive salary, performance-based pay increases and a generous bonus programme. It is also running an employee referral bonus programme that rewards workers for recommending "talented friends" .

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