Albertsons brings Super Saver pilot to San Diego's Latino community: format has success in Los Angeles and moves south - In the News - Brief Article

DSN Retailing Today, July 21, 2003 by Doug Desjardins

SAN YSIDRO, CALIF. -- Albertsons' new San Diego Super Saver store speaks directly to consumers with a Mexican background--its target customers--and their preferences. The store has signs in English and Spanish, a large bakery and a produce section that is 30% larger than those in average Albertsons supermarkets.

Super Saver also features a large variety of chiles, peppers and marinated meats. To add to the atmosphere, Mexican music is piped in over speakers throughout the store.

Albertsons last month opened its first Hispanic-oriented Super Saver store in the San Diego area, expanding a pilot program it launched in Los Angeles last year. The 38,000-squarefoot store opened June 18 in the city of San Ysidro, located 20 miles south of San Diego and just two miles from the Mexican border.

The store was formerly an Albertsons' Max Foods outlet that was renovated and reopened in the new format. Albertsons has not indicated how many Super Saver stores it has planned for the San Diego area. Company executives said they plan to bring the stores to more markets with large Hispanic populations during the next few years.

Albertsons opened its first Super Saver store in Los Angeles in August 2002 and now has three open in that marker. At Albertsons' annual meeting onJune 6, company president Peter Lynch told shareholders the company's so-called "neighborhood marker" format has produced impressive results in its first year in Los Angeles. "Sales at these stores have been 20% higher than they were under their old banners," said Lynch.

As part of the grand opening, Albertsons donated outdoor tables, chairs and umbrellas to Barrio-Station Youth Services, a non-profit group for disadvantaged youths. The patio furniture will allow children at the Station to ear at outside tables this summer.