New Publix Format to Focus on Latinos
By George Anderson
With its home base in Florida, Publix knows something about what Latino shoppers want. The supermarket chain intends to put that knowledge to work in a new as yet unnamed format catering to Spanish-speakers and other Latinos in its market.
According to the Orlando Sentinel, Publix is expected to announce next month that it will convert at least one of its existing stores into the new format. Last month, it announced the planned rollout of a store-brand line of Hispanic foods later in the year.
While not confirming the Sentinel’s story, Publix spokesperson Dwaine Stevens said, “Our strategy is to localize stores in heavily Hispanic or other ethnic areas. Doing something like this (new format) would be consistent with our strategy.”
An example of this strategy is evident at a Publix in West Palm Beach where a store there operates a Cuban-coffee kiosk with café con leche and a selection of Cuban pastries. Other locations have taken products from a stand-alone Hispanic foods section and incorporated them into mainline sets throughout the store.
When Publix does open its Hispanic format, it won’t be alone in targeting this consumer base. Neighborhood bodegas and chain stores such as Bravo are already catering to the local Latino populations.
Moderator’s Comment: Will Publix succeed with a Hispanic market where others have failed? What will determine whether it succeeds or not?
– George Anderson – Moderator