Circle K Program Features Hispanic Brands
When people from various Latin American countries move to the U.S., they are certainly leaving things they cherish behind. Sometimes that something can be as simple as a favorite food or beauty care brand that is sold in their native country but not here.
Circle K Stores, reports Convenience Store Decisions, is looking to remedy that with what the company is calling its “Authentic Hispanic” program. The convenience store chain is working with Inca Products and Core-Mark International to execute the program in its Southwestern store locations.
The new program offers a number of planogram options, including complete four- and three-foot dry grocery and HBC displays of over 70 SKUs from brands such as Jumex, La Costena, Hershey Lorena, Nestle and El Azteca. Stores will also have 10 “authentic” beverage SKUs in the refrigerated section.
“Circle K has been working with Inca and Core-Mark to launch this unique and authentic Hispanic program,” said Chris Wilson, director of marketing for Circle K. “We have been looking for a consolidated program like this for some time. By offering complete planogram services and consolidated logistics, the Inca program provides the ability to offer a comprehensive program to our stores.”
Discussion Questions: A lot of retailers are looking to develop programs to attract Hispanic consumers. Do you see merit in Circle K’s approach of working
with a company that can provide a “comprehensive” Hispanic program? Are they assuming unusual risks in doing so?