Fiesta Mart
Encyclopedia
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
supermarket
Supermarket
A supermarket, a form of grocery store, is a self-service store offering a wide variety of food and household merchandise, organized into departments...
chain based in Houston
Houston, Texas
Houston is the fourth-largest city in the United States, and the largest city in the state of Texas. According to the 2010 U.S. Census, the city had a population of 2.1 million people within an area of . Houston is the seat of Harris County and the economic center of , which is the ...
, Texas
Texas
Texas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in...
that was established in 1972. Fiesta Mart operates stores in Texas, including the Houston, Dallas/Fort Worth, Austin
Austin, Texas
Austin is the capital city of the U.S. state of :Texas and the seat of Travis County. Located in Central Texas on the eastern edge of the American Southwest, it is the fourth-largest city in Texas and the 14th most populous city in the United States. It was the third-fastest-growing large city in...
, and Waco areas. The chain uses a cartoon parrot
Parrot
Parrots, also known as psittacines , are birds of the roughly 372 species in 86 genera that make up the order Psittaciformes, found in most tropical and subtropical regions. The order is subdivided into three families: the Psittacidae , the Cacatuidae and the Strigopidae...
as a mascot. As of 2004 it operated 34 supermarkets in Greater Houston
Greater Houston
Houston–Sugar Land–Baytown is a 10-county metropolitan area defined by the Office of Management and Budget. It is located along the Gulf Coast region in the U.S. state of Texas...
, 16 supermarkets in other locations in Texas, and 17 Beverage Mart liquor store locations. During the same year it had 7.5% of the grocery market share in Greater Houston. Many of its stores were located in Hispanic neighborhoods and other neighborhoods with minority ethnic groups.
The chain caters to Hispanic
Hispanic
Hispanic is a term that originally denoted a relationship to Hispania, which is to say the Iberian Peninsula: Andorra, Gibraltar, Portugal and Spain. During the Modern Era, Hispanic sometimes takes on a more limited meaning, particularly in the United States, where the term means a person of ...
customers; Allison Wollam of the Houston Business Journal said "The company has been successful at targeting the Hispanic market and specifically catering to their needs and shopping styles." Bernie Murphy, a spokesperson for Fiesta, said in 2006 that at some stores Hispanics make up to 70% of that store's clientele. Fiesta caters to these customers with a large selection of foods and ingredients that are generally not available at a typical grocery store. Fiesta stores also often include several other stores owned by independent operators, such as discount jewelry and banking. Fiesta also operates Fiesta Liquor Stores, where only alcohol is sold.
History
In 1972, Donald Bonham and O.C. Mendenhall started Fiesta; neither of the men had Hispanic ethnic backgrounds. Bonham had farmed in Belize and Guatemala and supervised the creation of a Chilean supermarket chain. When Bonham returned to Texas, he believed that Houston-area businesses did not adequately cater to Mexican AmericanMexican American
Mexican Americans are Americans of Mexican descent. As of July 2009, Mexican Americans make up 10.3% of the United States' population with over 31,689,000 Americans listed as of Mexican ancestry. Mexican Americans comprise 66% of all Hispanics and Latinos in the United States...
s, a large segment of the city's population. Bonham opened the first Fiesta, which catered exclusively to Hispanic Americans
Hispanic and Latino Americans
Hispanic or Latino Americans are Americans with origins in the Hispanic countries of Latin America or in Spain, and in general all persons in the United States who self-identify as Hispanic or Latino.1990 Census of Population and Housing: A self-designated classification for people whose origins...
. As the demographics of Houston
Demographics of Houston
This article on the demographics of Houston contains information on population characteristics of Houston, Texas, including households, family status, age, gender, income, race and ethnicity.-Population and households:...
changed, by the late 1970s Fiesta added African, Indian, Korean, and Vietnamese items. By 1989 the stores also featured items catering to African American
African American
African Americans are citizens or residents of the United States who have at least partial ancestry from any of the native populations of Sub-Saharan Africa and are the direct descendants of enslaved Africans within the boundaries of the present United States...
s and Thai American
Thai American
A Thai American is an American of whose parents or grandparents came from Thailand. Many of them may in fact be of Thai Chinese or at least part Chinese ancestry, but they are still considered to be Thais.-History in U.S.:...
s. By that year Fiesta had $420 million in annual sales, including $25 million in apparel sales. As the chain developed, its clientele became larger and included Hispanics in the second and third generations.
In 1998 Fiesta made a marketing agreement with Conoco Inc.
Conoco Inc.
Conoco Inc. was an American oil company founded in 1875 as the Continental Oil and Transportation Company. It is now a brand of gasoline and service station in the United States which belongs to the ConocoPhillips Company...
to allow the gas station chain to build gas stations on the properties of Fiesta supermarkets. In 2004, Fiesta Mart was acquired by Grocers Supply
Grocers Supply
The Grocers Supply Co., Inc. is a wholesale grocery distributor with its headquarters in the Southeast Houston district, Houston, Texas.The Levit family owns Grocer Supply. David Kaplan and Nancy Sarnoff of the Houston Chronicle said that the company is "low-profile" and is most well known for the...
, a family owned Houston-based wholesale groceries distributor. On July 23, 2008 Fiesta Mart acquired eleven Carnival Brand stores from Minyard Food Stores
Minyard Food Stores
Minyard Food Stores, Inc. is a privately owned supermarket chain in Texas. Headquartered in Coppell, Texas, United States, the chain operates 3 supermarkets in the Dallas-Fort Worth Metroplex.-Early years:...
.
Locations
- Greater AustinGreater AustinAustin–Round Rock–San Marcos is a five-county metropolitan area in the US state of Texas, as defined by the Office of Management and Budget. The metropolitan area straddles on the eastern edge of the and is situated in Central Texas....
- AustinAustin, TexasAustin is the capital city of the U.S. state of :Texas and the seat of Travis County. Located in Central Texas on the eastern edge of the American Southwest, it is the fourth-largest city in Texas and the 14th most populous city in the United States. It was the third-fastest-growing large city in...
(2 locations)
- Austin
- Dallas/Fort Worth MetroplexDallas/Fort Worth MetroplexThe Dallas–Fort Worth–Arlington Metropolitan Statistical Area, a title designated by the U.S. Census as of 2003, encompasses 12 counties within the U.S. state of Texas. The area is divided into two metropolitan divisions: Dallas–Plano–Irving and Fort Worth–Arlington. Residents of the area...
- ArlingtonArlington, TexasArlington is a city in Tarrant County, Texas within the Dallas–Fort Worth metropolitan area. According to the 2010 census results, the city had a population of 365,438, making it the third largest municipality in the Metroplex...
- CarrolltonCarrollton, Texas-Climate:*On average, the warmest month is July.*The highest recorded temperature was 112°F in 1980.*The average coolest month is January.*The lowest recorded temperature was 1°F in 1989.*The most precipitation on average occurs in May....
- DallasDallas, TexasDallas is the third-largest city in Texas and the ninth-largest in the United States. The Dallas-Fort Worth Metroplex is the largest metropolitan area in the South and fourth-largest metropolitan area in the United States...
(7 locations) - Forest HillForest Hill, TexasForest Hill is a suburb of Fort Worth in Tarrant County, Texas, United States. The population was 12,355 at the 2010 census.-History:Forest Hill began around 1860. The community was called Brambleton Station and Forest Hill Village before being named Forest Hill. By 1896 the community had its first...
- Fort WorthFort Worth, TexasFort Worth is the 16th-largest city in the United States of America and the fifth-largest city in the state of Texas. Located in North Central Texas, just southeast of the Texas Panhandle, the city is a cultural gateway into the American West and covers nearly in Tarrant, Parker, Denton, and...
(3 locations) - GarlandGarland, Texas-Climate:* The average warmest month is July.* The highest recorded temperature was in 2000.* On average, the coolest month is January.* The lowest recorded temperature was in 1989.* The maximum average precipitation occurs in May....
- IrvingIrving, TexasIrving is a city located in the U.S. state of Texas within Dallas County. According to the 2010 U.S. Census, the city population was 216,290. Irving is within the Dallas–Plano–Irving metropolitan division of the Dallas–Fort Worth–Arlington metropolitan area, designated...
(2 locations) - PlanoPlano, TexasPlano is a city in the state of Texas, located mostly within Collin County. The city's population was 259,841 at the 2010 census, making it the ninth-largest city in Texas and the 71st most populous city in the United States. Plano is located within the metropolitan area commonly referred to as...
- Arlington
- Greater HoustonGreater HoustonHouston–Sugar Land–Baytown is a 10-county metropolitan area defined by the Office of Management and Budget. It is located along the Gulf Coast region in the U.S. state of Texas...
- UnincorporatedUnincorporated areaIn law, an unincorporated area is a region of land that is not a part of any municipality.To "incorporate" in this context means to form a municipal corporation, a city, town, or village with its own government. An unincorporated community is usually not subject to or taxed by a municipal government...
Harris CountyHarris County, TexasAs of the 2010 Census, the population of the county was 4,092,459, White Americans made up 56.6% of Harris County's population; non-Hispanic whites represented 33.0% of the population. Black Americans made up 18.9% of the population. Native Americans made up 0.7% of Harris County's population...
(3 locations) - Houston (26 locations)
- Missouri CityMissouri City, TexasMissouri City is a city located in the U.S. state of Texas within the metropolitan area. The city is mostly in Fort Bend County with a small portion within Harris County. As of the 2000 U.S...
- RosenbergRosenberg, TexasRosenberg is a city located in the U.S. state of Texas within Fort Bend County and is part of the Houston–Sugar Land–Baytown metropolitan area. The population was 31,676 at the 2010 census...
- South HoustonSouth Houston, TexasSouth Houston is a city in Harris County, Texas within the Houston–Sugar Land–Baytown metropolitan area. The population was 15,833 at the 2000 census. It is bordered by the city of Houston and the city of Pasadena.-History:...
- Unincorporated
Former stores
- Beaumont, TexasBeaumont, TexasBeaumont is a city in and county seat of Jefferson County, Texas, United States, within the Beaumont–Port Arthur Metropolitan Statistical Area. The city's population was 118,296 at the 2010 census. With Port Arthur and Orange, it forms the Golden Triangle, a major industrial area on the...
(1994-1995, site is now the headquarters of Conn's, Inc., a chain of electronics/appliance stores in Texas, Louisiana, and Oklahoma) - Grand Prairie, TexasGrand Prairie, TexasGrand Prairie is a city in Dallas, Ellis, and Tarrant counties in the U.S. state of Texas and is a part of the Mid-Cities region in the Dallas–Fort Worth metroplex. Grand Prairie is a suburb of both Dallas and Fort Worth and had a population of 175,396 at the 2010 census.- History :The city of...
(Carnival food store 1999-2008; SAVERS COST + PLUS 2008-present) - 1 location in Spring Branch, Houston - Now 99 Ranch Market99 Ranch MarketAlthough most of its customers are ethnic Chinese Americans and Taiwanese Americans, shoppers also include recent immigrants from China, ethnic Chinese from Vietnam, and others. The chain sells a wide range of imported food products and merchandise from Hong Kong, Japan, Mainland China, Taiwan, ...