Adding a Dash of Spice

February 25, 2011

            With diversity and globalization on the rise, understanding the need to serve a mixed community with a large Hispanic and Latino influence is the key to unlocking the treasure of a great grocery store and/or supermarket. Shoppers Food Warehouse and FoodWay International, located in New Carrollton, Maryland, have not only found the key but have unlocked the doors to success.

Marketing to Latino and Hispanic Community

            In a report published in December, Packaged Facts predicted that Hispanic buying power would reach $1.3 trillion in 2015. "Considering that one in six Americans is now of Hispanic heritage, Latino consumers will remain influential over the ensuing years, especially because there are a significant number of high-income Latino households," says Don Montuori, publisher of New York-based Packaged Facts.

The report advised marketers targeting Hispanic and Latino consumers to recognize substantial regional differences that make up the Hispanic and Latino population. For instance, Latin Americans living in western and southwestern states tend to be of Mexican heritage, while those in the Northeast have a much more varied country-of-origin background. All of these differences are represented in the food choices of each individual country. According to the 2010 census numbers, the Hispanic and Latino population in Prince George's County more than doubled to roughly 130,000 residents, who now account for 15 percent of the county's 863,000 population.

Shoppers Food Warehouse Revamps for Community

Shoppers Food Warehouse has been one the leading grocery stores in the DC metropolitan area for many years. However, the growing diversity in the New Carrollton community especially with major growth in the Hispanic and Latino communities, Shoppers Food Warehouse found itself lacking in costumer satisfaction. Therefore its management made a vow to reach out to the community where it is located by stating, “SHOPPERS strives to give back to the communities that we serve,” on the community section of its website. Its vow is to try to understand its demographics and the people who live there, by providing the products that those customers prefer, whether they're from Mexico, El Salvador, or Guatemala.

Upon entering the Shoppers, one can see the revamped international food section directly behind the express item checkout lanes. The isles are stocked with different types of tortillas, salsas, and spices. Goya brand food seemed to be popular favorite amongst Latinos and Hispanics, as well as Non-Hispanic individuals. With fresh paint and a new design layout this section will surely meet costumers’ expectations.

For 18 year old Jose Gomez from Riverdale, MD, “Shoppers is very clean, organized, good quality, and fresh products.” However his sister, 20 year old Stephanie Gomez FoodWay was a better choice, “The prices where good. And you can find more Latin food there then you will at shoppers.”

Food Way Int’l

            FoodWay International is another store in New Carrollton that understands the importance of satisfying community wants and needs. After the Safeway closed in 2004, FoodWay began its sales journey.

When asked about FoodWay, 30 year old Robert Sanchez originally from Tennessee by way of California, said “a good variety of food and a focus on Hispanic food.  I picked up a small bag of chicharrones and a nice pina colada softdrink that I had not seen anywhere else… I would shop here often if I lived in this area.”

And in his online blog, “The Washington and Baltimore Area,” ‘JohnNB’ blogged, “Personally I never saw so many types of dried chile peppers, masa harinas, hot sauces, latino pastries, etc etc etc. in one place before. Worth a stop if you need Central and South American ingredients.”