For its part, Wal-Mart has been quiet on its Marketside stores that will open in Phoenix this fall. Earlier this summer, the company provided some information on a new Web site it launched, www.marketside.com. The site offers information about the concept, which Wal-Mart said offers "a wide selection of complete meal solutions, fresh ingredients, and everyday favorites at affordable prices - all in one easy-to-shop store." In addition, the site provides information on how to apply to positions within the stores and where the stores are located.

Safeway opened its own small-format store, "The Market by Vons," in Long Beach, Calif. Similar to Fresh & Easy, The Market puts a strong emphasis on prepared meals and freshly made food-to-go with a bakery and deli. It also has a large wine section with more than 1,000 wines and a wide selection of its private label "O" Organics products, including an organics section in the produce department.

As Wal-Mart gets ready to debut its Marketside stores, Safeway may have more to worry about than just Tesco. With more consumers choosing to dine in, the competition to offer them convenient meal options at affordable prices will likely grow stronger over the coming year.

"...I think now people are being more conscientious with cooking at home and being more conscientious with where their dollars are going... you want to come home and still have a nice quality meal but you don't want to stand for two hours in the kitchen."
Patricia L., Phoenix, Arizona
Consumer Research Participant

"You can tell everything is fresh and I like that. Everyone is so worried about the quick fix and trying to mass produce and if someone is willing to spend the time to make things fast and fresh, then that's really important to me"
Jennifer G., Chandler, Arizona
Taste Tester