TESCO has released job adverts for roles in a mystery ‘new store format’ which is expected to target the share of the market currently occupied by Aldi and Lidl.
Customer service and store management positions are currently being offered at three locations in England, with suggestions that up to 60 of the new shops could soon be opened.
There are rumours that the stores will be called ‘Jack’s’, after Tesco founder Jack Cohen, but the firm declined to comment on the speculation.
Analysts have warned that if Tesco does open a discount fascia then it must be careful not to damage its existing brand in the process.
Mark Dodds, chairman of the Chartered Institute of Marketing’s food, drink and agriculture committee said:
“If the brand is too different it will have a tough job becoming established in the market.
“On the other hand a brand too close to its core runs the risk of cannibalisation of current sales.”
Sainsbury’s has already attempted a similar concept, partnering with Danish brand Netto in 2014 to set up a discounter which closed after two years.
