instore - September 2017 - 13

cover story

Gomez says more than 65 percent of Cardenas Markets' sales come
from the perimeter. It's no surprise that it remains a focal point after
Cardenas acquired fellow Hispanic retailer Mi Pueblo in July. That
merger, along with a new store opening in Calexico, California, just days
later pushed Cardenas' store total to 46 - a 50-percent growth in this
calendar year.
Gomez says the company would like to average about seven new
stores per year. "And also, we're certainly open to, and interested in,
acquiring other business in the areas that serve our customer, the
Hispanic customer," he says. "That volume gives us the buying power
to buy at a better cost and pass that on to our customer. In our view,
we're creating a lot of value for the customer and for the communities
that we serve. We've had several issues in place to improve our quality,
especially in the perimeter."

Authenticity and conveying a warm feeling are key for Hispanic retailers.

great pains to make sure that we had the assortment that everybody
was looking for and then we found the right supplier," Nasshan says.

Authentic foods
Perhaps more than with other cultures, Hispanic shoppers value
authenticity when it comes to their prepared foods.
"With the hot foods, it has to be authentic," Nasshan says. "You need to
cook from scratch. You need to have chicharrones. You have to have
arroz con pollo, which is one of our signature dishes. Picadillo is very
important and is part of the everyday life eating experiences."
Fresco Y Mas looked to suppliers that work with well-known Hispanic
restaurants throughout Florida and the Southeast to guide the
company through the development of its fresh food offerings. "We took

For Gomez and Cardenas Markets, true authenticity starts with tortillas. "I don't think you can be a truly authentic Hispanic grocery store
without warm, fresh tortillas made from scratch," Gomez says. "That's a
big part of what we do and I think our customers give us a lot of credit
for that. The quality of a warm tortilla made from scratch with corn ...
that is everything to our customer."
Nasshan says Fresco Y Mas feels the same way about the influence of
coffee on the store's cafes and panaderias.
"It all starts with having very authentic coffee offerings," he says.
"Coffee is a very important part of life for our
Hispanic customer, whether it's Cuban-style
coffee or café con leche. It's something you
give to guests, have at every meal, and use to
celebrate."

Hispanic millennials look to
supermarkets for culture
According to Nielsen, millennials are more
"multicultural" than any previous generation.
About 40 percent of the generation identify
as Hispanic, African-American or AsianAmerican and 71 percent of millennials say
they appreciate the influence of other cultures
on American way of life.
When it comes to supermarkets, Latino
millennials stay true to their heritage. Things
like smell, taste and familiarity serve as links to
their culture. At the national level, 61 percent
of Hispanic millennials say they've shopped

at Hispanic supermarkets at least once in the
past year.
"The Hispanic demographic, one of the
reasons it's so attractive to every company, is
the scale of numbers and how it tends to skew
younger," says John Gomez with Cardenas
Markets. "Those younger millennial Hispanics
and children, those are all our customers.
They're customers sometimes though their
parents or their grandparents, but that's why
the Hispanic customer is held in such high
regard. Youth drives a lot of trends."

Fresco Y Mas offers a number of in-store
bakery items - pastelitos - to pair with its
coffee, including croquetas, guava pastries
and empanadas. The Spanish tortillas - more
of an omelette that contains potatoes, cheese
and more and is served like a slice of pizza -
is perhaps the most popular.
"To be a real, authentic Hispanic café, you
need to make sure you offer that," Nasshan
says. "It might be the number one Hispanic
food in the world."
Gomez says Hispanic customers place a
high value on fresh bread. Fresh bolillos - a

instore * SEPTEMBER 2017 * 13



Table of Contents for the Digital Edition of instore - September 2017

instore -- September 2017
Editor's Note - The best tacos in town
CONTENTS
SPOTLIGHT - By the numbers: Sandwiches
Specialty Insights - Consider: The new Gouda
Cover story - Hispanic flavor
Commissary Insider - September 2017
Insight Insider: Bringing artisan to scale
Product Category Spotlight: The donut evolution
Operations PHO alternatives come to forefront
News - Need to know
Retail evolution - Ecommerce rising
Software solutions - Menu manager
Merchandising - On display: Tailgating season
Product trends - First to market
Product showcase
instore - September 2017 - instore -- September 2017
instore - September 2017 - 2
instore - September 2017 - Editor's Note - The best tacos in town
instore - September 2017 - 4
instore - September 2017 - Editor's Note - The best tacos in town
instore - September 2017 - 4
instore - September 2017 - 5
instore - September 2017 - CONTENTS
instore - September 2017 - 7
instore - September 2017 - SPOTLIGHT - By the numbers: Sandwiches
instore - September 2017 - 9
instore - September 2017 - Specialty Insights - Consider: The new Gouda
instore - September 2017 - 11
instore - September 2017 - Cover story - Hispanic flavor
instore - September 2017 - 13
instore - September 2017 - 14
instore - September 2017 - 15
instore - September 2017 - 16
instore - September 2017 - 17
instore - September 2017 - 18
instore - September 2017 - Insight Insider: Bringing artisan to scale
instore - September 2017 - com - 2
instore - September 2017 - com - 3
instore - September 2017 - com - 4
instore - September 2017 - com - 5
instore - September 2017 - Product Category Spotlight: The donut evolution
instore - September 2017 - com - 7
instore - September 2017 - com - 8
instore - September 2017 - com - 9
instore - September 2017 - Operations PHO alternatives come to forefront
instore - September 2017 - com - 11
instore - September 2017 - com - 12
instore - September 2017 - com - 13
instore - September 2017 - com - 14
instore - September 2017 - com - 15
instore - September 2017 - com - 16
instore - September 2017 - News - Need to know
instore - September 2017 - Retail evolution - Ecommerce rising
instore - September 2017 - 21
instore - September 2017 - 22
instore - September 2017 - 23
instore - September 2017 - 24
instore - September 2017 - 25
instore - September 2017 - 26
instore - September 2017 - 27
instore - September 2017 - Software solutions - Menu manager
instore - September 2017 - 29
instore - September 2017 - Merchandising - On display: Tailgating season
instore - September 2017 - 31
instore - September 2017 - Product trends - First to market
instore - September 2017 - Product showcase
instore - September 2017 - 34
instore - September 2017 - 35
instore - September 2017 - 36
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