Max Phillips said:gregory...you too have a valid point, and i'm 99% likely to be following your advice
I don't know what kind of bike you have but new Cannondales (for example) have cables that stretch like crazy, when brand new. When you build them up they need a lot of attention to get the cables stretched properly. This is not a knock, or negative comment, about Cannondales - it is just something that needs a little extra attention with a new build. All new cables will stretch to some extent and the housings getting seated in add to the problem. I'm sure that Cannondales are not the only bikes like this, but I have noticed that they are significantly worse than other makes. The point is that if it's a new bike with very stretchy cables and the shop was not vigilent in pre-stretching them, then you may require more tension and there may not be enough adjustment in your barrel adjuster to get it. The point where the cable is locked down at the FD is for the coarse adjustment of cable tension and the barrel adjuster/s are for the fine adjustments.
If you decide you want to DIY, it's no big deal for a front derailleur. I'm only going to describe adjusting cable tension - nothing else. You should assume that the shop did the FD alignment correctly. Limit screws, FD height and rotation should not change over time. Cable stretch is a completely different issue, so leave those other adjustments alone. If you start messing with the limit screws or change the derailleur height or rotation, then you must do a complete FD alignment and unless you are very confident about what you are doing, then you are best to leave that to the shop. Barnett's rates a full FD alignment as a job of "moderately high difficulty". If you become determined to do the complete alignment then go to the Park Tool site and follow the directions there to the letter. You absolutely must do those in the correct order or you will be chasing your tail for many hours.
Back to the cable tensioning. Just put the rear derailleur in the lowest gear (largest cog) and the front derailleur in the lowest gear (smallest chainring). Since you say there is already slack in the FD cable, you should see it in this configuration. Loosen the cable locking bolt (usually a 5mm hex head) enough so the cable can slide under the locking bolt. Now, turn any barrel adjusters CW as you look at the end that moves in and out. I turn them all the way in. Next, grab the cable end with a pair of pliers (don't crush the cable - just grab tight enough to keep it from slipping). Pull the cable tight - not deathly tight, but just so there is no significant slack - and while holding the cable tight, tighten down the locking bolt. You'll get any additional tension needed with the barrel adjusters.
Now test the FD shift/s and fine adjust the cable tension ....
For a double: It should shift up smoothly to the big chainring. If it does not, add some tension by turning the barrel adjuster 1/2 turn at a time until it shift smoothly. If it seems good, test RD shifting and keep in mind that you're likely to get some cross chaining in the (small cogs & small chainring) and (large cogs & large chainring). The (large chainring & small cog) and (small chainrign & large cog) combinations should work perfectly with no rubbing on the derailleur cage.
For a triple: This is pretty easy. Keep the chain on the large cog and shift the FD to the middle chainring. The inboard side of the chain should be just barely clearing the inboard side of the FD cage. If it's rubbing, you need some added cable tension to make it stop. Crank the barrel adjuster CCW until the rubbing just barely stops, but no more. That's it.
Once you get the correct cable tension dialed in, it should only take an occasional 1/4 turn or so (on the barrel adjuster) to make it perfect again.
As was already pointed out, since your bike is new, then you are perfectly within your rights to go back to the shop and get it fixed. While you are there, get them to show you how the barrel adjusters work and what the telltales are that indicate you need a little more tension as the cable ages. Any decent shop should be happy to help you out with this type of problem. If you go in and tell them that you only have a cable tension issue then there should be a good chance they'll fix it on the spot. Best luck with your fix.