Growing up in the South one of the most memorable grocers was Houston’s own Fiesta Mart. What was once a family owned and operated grocer, dating back to the 1970’s, Fiesta changed the way grocers market and serve minority communities forever. The tactics of offering exclusive Fiesta Products and Fiesta Coupons to these minority communities were soon characteristic of all Fiesta locations, about 50 at its peak. This attention to minority community tastes and preferences was one of the biggest reasons that drove the growth of this Texas based grocery. The Fiesta Mart chain eventually was acquired by Grocers Supply.
Fiesta stands out from the other major grocers most people are familiar with for many reasons. The main Fiesta Mart differentiation, as mentioned above, is the exclusive products line they offer. Since most Fiesta Marts are located in Houston, which has a large Hispanic and Asian population, the chain has been known to carry brands specific to those cultures. Many of these brands are straight from the motherland, often times with no English packaging information. Such ethnic brands include Maggi, Cosmos, Duvalin, Chupa Chups, Dona Maria, and many others.
Many of these ethnic brands are offered in conjunction with Fiesta Coupons due to the consumer demographic that shops for them. Fiesta Mart’s usual customers are those located in or around the neighborhoods that the marts are built in, which is customary of most grocery stores. With most of the neighborhoods around Fiestas’ being populated with low income or government assisted residents,discounts or Fiesta Coupons are often offered to assist these customers in their grocery purchases. This helps ensure that the products marketed towards the neighborhood will be bought in higher amounts than the other products that are not.
Grocers thrive on economies of scale, or in simple English, the more you buy the cheaper each item is. Most grocers don’t carry ethnic brands to the extent of Fiesta, so for Fiesta to order these brands they must take a risk and purchase products that are not in circulation as much. Due to not many grocers making the same purchases of these items, often times these products will be more expensive. A grocer wants to ensure their items get sold, especially the speciality items that cost them more to bring in. If they are not sold, then the shelf space is held up by low volume selling inventory, which is a grocer’s worst nightmare. Operating margins are very thin for grocers, often making only pennies per item, so high turnover is key to making money at a grocery. This means, the quicker you can sell things the more money you will make. This is where the Fiesta Coupons come into play.
To help ensure the higher cost ethnic brands are bought at a high rate, Fiesta Coupons are offered on these items. This entices the customers already on a budget to buy the items that appear to have the best deal. Often times Fiesta Coupons are offered exclusively on ethnic brands but that is not always the case, it depends on what products are selling better than others. This unique approach to focus on the minority driven brands though has become part of the Fiesta brand.
Of course ethnic foods are not the only product line Fiesta carries. Fiesta carries almost all the same brands and products you can find at any Wal-Mart or Krogers. However, if you are ever in need of products or brands that are not traditional, Fiesta is the best place to look. Not only are most of the products high quality but they almost always also have a Fiesta Coupon offering nearby.