Tesco: Dial F for Franchise

Persistence is admirable. Sometimes. So news of Tesco’s return to the USA could be encouraging. Whilst limiting their risks by adopting a franchise model, Tesco seemingly eschew the learnings from Fresh & Easy, taken on-board by Sir Terry Leahy and B&M, and will open F&F as a new US chain, starting in Boston, rather than buying an incumbent. 

Curiously, Tesco appear to have locked themselves into a rather strange naming process: First came Fresh and Easy (F&E), now comes F&F. Give it eighteen months there is a reasonable possibility we will see the emergence of F&G.....??