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Walmart gets it with opening of Supermercado

May 3, 2009
Front view of Supermercado Walmart

Front view of Supermercado Walmart

With or without the blessing of Lou Dobbs, Walmart made industry news this week by opening its first Supermercado in Houston.  I got the news in my mailbox in Pasadena on Friday when I received their direct mail piece.  I was glad to see the picture of the assistant manager of the store a former client that really knows Hispanic merchandising. 

It is no secret that Hispanic advertising needs more blue chip brands to invest in this trillion dollar size market.  See for yourself a satirical spirited discussion from industry leaders here at Hispanic Ad. 

So the question that begs answering is, What does Walmart know that other local companies don’t?
In short, Hispanics are visceral loyal customers with cultural preferences different than the general market.  Supermercado Walmart is designed, built, and run by Hispanics.  The ad agency of record is one of the country’s largest Hispanic advertising firms. 

Supermercado Walmart with shady benches

Supermercado Walmart with shady benches

When one drives up to the store it’s hard to miss the colorful and inviting decor.  The first things a shopper is greeted with upon entering is pan dulce and the fruits and vegetables displays that mirror any Latin America fruteria.  The signage of the different departments is artistic and bilingual with Spanish being dominant. 

Do you want a special cut of meat?  This is not your typical Walmart with pre-packaged meats.  No, you have carniceros eager to fill your special request.  The air is filled with the same typical spicy scents of any open air taqueria.  The isles are wide and clean filled with both general market and Hispanic products.  Do you have a fiesta coming up?  Then you can buy your pinata here. 

Shoppers talking to Mega 101 radio personality

Shoppers talking to Mega 101 radio personality


You can take this to the bank.  Walmart hit a home run with this marketing concept.  According to the general manager I spoke with, seven hundred stores are on the drawing board to open in coming years. While it is innovative for a national chain, the founder of Fiesta Stores pioneered in Houston the supermercado concept.  If you go to Supermercado Walmart be sure to say hi to Erick and tell him I sent you. Suerte!

3 Comments leave one →
  1. May 3, 2009 8:18 pm

    Excellent. Very interesting. Thanks for the photos too.

  2. May 3, 2009 10:51 pm

    I had no idea they were doing this. Very interesting. Very smart.

  3. May 10, 2009 2:50 pm

    I like this article, thanks.

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