text: This is a nice store.  It is the smaller American test venture of the British grocery giant Tesco, who I believe is the UK equivalent of Kroger.\n\nI routinely stop by here after work to pick up a few things before I head home to make dinner and the store is always clean, well stocked and everything is reasonably priced.  The employees I have met have all been very friendly and helpful.\n\nTheir house brand is quite high quality and I usually prefer them in both taste and pricing.  Also there are some harder to find items in their import section, which is nice if you occasionally indulge in dishes from overseas, particularly from the UK.  Where else in the Valley can you quickly find clotted cream, spotted dick (*giggle*) and Wheatabix cereal?  Of course the prices for the import items are slightly more than the regular domestic items, but that's to be expected.\n\nThey also have a reduced price, fresh food section which I really like because it's usually chock full of ready to eat, but on the verge of expiring, items that are both tasty and affordable.  Also, they sometimes distribute samples of the bakery items from the in-store bakery in the back.  I've noticed their baked goods are quite delicious.  Additionally, they have an admirable selection of import cheeses, cured meats, wines, fresh made hummus, salsas, olives, etc..  I think the perfect Summer dinner is a tray of sliced meats, cheeses, a fresh baguette, some buttery spread, olives, heirloom tomatoes, grapes, roasted nuts and maybe some fig jam.  Delicious and easy thanks to Fresh & Easy.\n\nThey send out a weekly mailer that always has a coupon of differing value on your overall purchase price, not just on an individual item.  I really like the $5 off of $25 coupons, but more often than not they send out the $3 off of $30 coupon, not a smoking deal, but if you are coming here anyway that week it pays to have the coupon with you and pocket the $3 savings, right??\n\nMy only complaint is about their convoluted, hot ass mess of a shopper's reward card program.  From what I can tell, it's more worthless than tits on a boar hog.  For that alone I am subtracting a point.  It has some bizarre equation of points accumulated with certain purchases.  (But not all purchases...?  I'm actually not sure, it's THAT confusing)  Those points are somehow linked back to some coupons you've *maybe* earned somewhere, which I have never seen offered nor have I been able to generate *any* point-of-sale reduction in price either, and I shop here quite frequently...  It doesn't make any sense, I suspect it's simply a marketing ploy to track our spending habits with the constantly moving target of the tantalizing promise of potential savings, someday...  I MUCH prefer shoppers rewards cards that give you an instant discount (on a artificially inflated price, naturally) or even better, NO rewards cards at all, just plain, old low prices.  Now THAT'S a novel concept.  ;)\n  \nAnyway, aside from the stupid shoppers card, all in all, because of its manageable size and fresh selection, this is a good store for a quick trip in and out.  If I need a huge cart full of groceries, this isn't the best store since their overall selection is smaller than say a Fry's, but still for a few must-have dinner or lunch items this is a great option.  And yes, aside from some kinks when they first opened with regards to rotating stock they really are Fresh & Easy.