Business Services Industry

Houston-Based Fiesta Mart May Open Waco Branch; Caters to Hispanic Clientele.

Knight Ridder/Tribune Business News, May, 2002

By Mike Copeland, Waco Tribune-Herald, Texas Knight Ridder/Tribune Business News

May 26--Waco Tribune-Herald business editor Howard Estell says it takes more than a "taco stand in the parking lot" to make a grocery store popular with ethnic groups.

He manages the Fiesta Mart on West Seminary Drive in Fort Worth. About 4,000 people a day do their shopping there, and 90 percent do not speak English.

"If we run out of tortillas or billillos, we're in big trouble," he said.

The Fiesta Mart, said Estell, pays attention to its Hispanic customers and the nuances of their shopping habits. It laid out the store with Hispanic shoppers in mind.

One hears music sung in Spanish over the sound system. Announcements come in Spanish...

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