He seems to think that Tesco owe him something.
They opened a new store close to his residence and he then got all excited because of the newfound convenience. He either presumed that Tesco's prices are the same countrywide or that because there is another store but ten miles from this new one, that they wold share the same cost for fuel.
To his dismay, he found out that it's 3p more per litre of fuel at the new and more convenient store.
For some reason he feels that because he doesn't want to pay 3p, Tesco must change what they charge for their service. He doesn't realise that Tesco aren't there to help him out and that they're actually there to make money.
It's been explained to him why the cost of fuel varies directly according to location.
He hasn't listened and is still adiment that his whiney letter will prevail more than a returned letter of apology and maybe a coupon.
Basically, he's massively disillusioned.
Jus' sayin'