Fiesta Mart celebrates food every day of the year. The company runs some 60 stores in Texas that sell ethnic and conventional groceries, including items popular with its target customers: Mexican- and Asian-Americans. Its stores are located mainly in the Houston area, but Fiesta also has been adding stores in the Dallas/Fort Worth area and in Austin. Fiesta purchased three supermarkets from Winn-Dixie Stores when the grocer left Texas. At its supermarkets, Fiesta leases kiosks to vendors who offer such items as jewelry and cell phones. The company also runs some 15 Beverage Mart liquor stores. Fiesta Mart, founded in 1972 by Donald Bonham and O. C. Mendenhall, is owned by grocery wholesaler Grocers Supply Co.
Houston-based Grocers Supply Co. (GSC) -- Fiesta Mart's primary supplier -- bought the Texas grocery chain in 2004 to hold on to its wholesale business following the decision by Fiesta shareholders to put the company up for sale. Fiesta's management stills runs the supermarket chain and the business has continued grown under GSC's ownership.
To capture market share in the crowded and competitive Texas grocery market, Fiesta Mart is looking beyond its core Hispanic and Asia-American customers to serve other groups as well, including shoppers the hail from India, Southeast Asia, and the Middle East. Its stores offer kosher and halal foods and some have dedicated aisles stocked only with international items. Indeed, Fiesta's new 57,000-square-foot store in Houston, which opened in June 2012, stocks items from more than 60 countries and is one of the chain's most intensely international locations. The sheer size of the Hispanic market in Texas has prompted other local grocery chains to develop dedicated formats to serve Latino shoppers, encroaching on Fiesta's niche. Examples include H-E-B's Mi Tienda ("my store" en Español), and Brookshire Grocery Co's. Olé Foods, to name a few. Wal-Mart's supercenters and SAM'S CLUB also seek to cater to Hispanic shoppers.
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