TESCO (TSCDY) Eating its way into America (Probably)

Hey guys I wanted to turn you on to this company if you haven't heard of it, this is pretty much the reason I decided to get into investing. If you have your doubts because I'm not an experienced investor, you should check them out. They have a larger company website www.tesco.com, but the main reason I'm all about them is when I noticed their grocery stores popping up all over my area on the west coast. The store name is Fresh & Easy (http://www.freshandeasy.com).
The stores features an automated self checkout system, competitive prices with every other supermarket in the area (they even have the price difference between stores listed on all their shelf labels). You can get a pint of Ben and Jerry's there for less than 3 dollars, whereas anywhere else it costs 4.50 or so. That right there made me fall in love with this company. America likes things cheap and fast, and Fresh and Easy is doing it better than any other store I've ever seen.
They're huge in Europe, and they're starting to expand into America, starting from the west coast, these people are like the Wal-Mart of grocery stores. To make it even better, they use the slogan "Neighborhood Market" and provide a quaint appearance (the stores are about half the size of any other big name grocer you'll find) and overly friendly employees, who are more lovable than Wal-Mart greeters.
The only strike they have against them from a consumer perspective is that alot of their food is on the shelves a few days before the "enjoy by date", although the marketing department claims that they are not expiration dates, just dates for the food being at it's best. This has to be more or less a lie, but in the long run I don't think it will matter, because we all know Americans don't really give a crap as long as it's fast, cheap and simple.
Right now their stock is over 17 dollars a share, and it's been slowly climbing for a while. If I actually had a decent amount of starting money I would have put it all on them, but it's a bit more than i can handle for now. For those of you looking for a good company to put some real money into, you might want to take a look at them. I have a feeling they'll be around for a while


By the way I'd like to add that i just bought some of their store brand sea salt and malt vinegar chips, and these are the best chips I've ever had in my life! OM NOM NOM!