Invasion draws hype If hype dictates success, Tesco is already a hit. Earlier this week, news broke that Tesco secretly opened its first Fresh & Easy store in the remote Southern California community of Hemet. That caused a flurry of stories from bloggers and British publications reporting on Tesco's U.S. invasion. The Hemet grocery store was brimming with activity last week as local residents stopped in to size up the new store, which featured reserved spaces for hybrid cars, self-serve checkout lanes and a food sampling kiosk. "I picked up stuff you wouldn't typically find in self-serve stores, like Gruyere cheese," said shopper Jim Smith, 63. Orange County shoppers and businesses also have been waiting anxiously for Tesco's arrival. "I'm telling you, we've been trying (to talk to Tesco) since January, but they've limited who they talk with," said Yair Crane, an Orange-based avocado packer.