When the cupboards are bare and Armando Garza feels the munchies, he is not going to the closest grocery store or Wal-Mart. He walks to the local "tiendita" or small store.
Hispanics from all countries have a particular affinity to the neighborhood bodega. In Mr. Garza's case, it's a Speedy's Convenience Store at the corner of Messanie Street and Noyes Boulevard. However, the gas station is sparse on his favorite ethnic pre-packaged snacks.
In his native Rio Grande Valley in Southern Texas, Mr. Garza says that nearly all convenience stores stock "non-American snacks."
"You don't need to go to a grocery store. You just grab a few things at the (convenience) store, go home and you're good," said Mr. Garza, a 36-year-old Mexican-American who moved to St. Joseph earlier this year. He said the snacks harken memories of the home country.
Shoppers such as Mr. Garza factor heavily in a bigger push by St. Joseph convenience store retailers to attract more Hispanic customers.
Hispanics have an intense brand loyalty and cost isn't a major factor in their food purchases - important factors when a tough economy has customers pinching pennies.
"It's the convenience," said consultant Sylvia Melendez-Klinger, president of Hispanic Food Communications.
"You're in and out really quick. No hassles. You find what you need," she said. "Even if you pay a little more, it's still worth it. This is the way we were brought up. Every day, we go to the market to pick up a couple of things for that day's meal."
To help area convenience stores and gas stations carve themselves a piece of this market, Saint Joe Distributing recently launched a Hispanic product line. The St. Joseph-based company delivers pre-packaged products to retailers in six Midwest states and much of St. Joseph.
"We have Frito-Lay, they have Barcel chips. Jarritos is the pop. Jumex is a juice that they like," said Brian Dickens, company president.
He said the ethnic products are seeing greatest success in urban markets such as Kansas City, Sedalia and Omaha. There, Hispanic moms typically don't drive, and walk to the nearest store, just as they did in their native countries before moving to the U.S.
And like what has happened in other cities, Ms. Melendez-Klinger said the next step for area convenience stores is to stock ethnic ingredients, produce and baked items. That would put them in direct competition with the three Mexican grocery stores in St. Joseph.
She also suggests managers learn a few greetings in Spanish, use Spanish signage and advertising, and hire Spanish-speaking employees.
"These little things make a huge difference," Ms. Melendez-Klinger said. "That's how you gain their trust."
Ahmad Safi can be reached at ahmadsafi@npgco.com.
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rk92559 says...
"We have Frito-Lay, they have Barcel chips.
They also have the Frito Bandido..so careful with your chips when leaving the store.
November 1, 2009 at 8:29 p.m. ( permalink | suggest removal )
ufc08 says...
Instead of managers learning Spanish greetings how about them learning English. I agree it does not hurt to know some Spanish I feel like some people believe it is our new language. Learn English or go home.
November 2, 2009 at 1:31 p.m. ( permalink | suggest removal )
blazer6465 says...
This column is written like learn to love hispanics 101. I am sorry, but if the hispanics want to come to America, they do need to learn English. I was at hospital awhile back, a hispanic lady had her 4 or 5 month old baby in there. The baby was in great distress, screaming, screaming, screaming, the mother was very distressed, but could not tell the hospital personell anything, and the er employees could not touch the baby until an interpreter was found to translate a consent form. It took over 20 minutes. The baby could have died, because of the parents lack of comprehension of the language where they live. If that isnt reason enough for the parents to learn the language, I dont know what is. Of course, St Joe Distributing will begin catering to them "to get a peice of the market".
November 2, 2009 at 3:29 p.m. ( permalink | suggest removal )
sunny13 says...
If managers don't pony up and learn Spanish, they will be left in the cold. It would benefit them to learn more than just a few greetings. Any savvy business owner and manager has already identified that the Spanish-speaking population is growing exponentially in our region, and in order to be successful, this is a market that must be tapped (like it or not). These immigrants are not learning english and aren't being forced to do so. It is in every person's best interest to be proactive and learn another language and research Hispanic culture.
November 2, 2009 at 3:47 p.m. ( permalink | suggest removal )
Rabble_Rouser says...
" These immigrants are not learning english and aren't being forced to do so."
The answer there is force them too.
November 2, 2009 at 4 p.m. ( permalink | suggest removal )
Mr_America says...
I say don't cater to those who don't care to be a part of our country. There is more invading than immigrating going on here.
November 2, 2009 at 4:15 p.m. ( permalink | suggest removal )
rk92559 says...
These immigrants are not learning english and aren't being forced to do so. It is in every person's best interest to be proactive and learn another language and research Hispanic culture*****
Your joking..right? They don't need to learn english, but we need to learn Spanish? That is the problem now. I spent some time in Sioux City last year. Tyson foods has a huge workforce of Mexicans. Wal Mart and Lowes both had bilingual signs, there was 2 Mexican radio stations, a Mexican TV station, and at any given time..you could find yourself in line at a cashier and not understand a word from the people around you. And that is why they call South Sioux...South Mexico (and not in a playful manner). This is America, I live in the dead center of the country, not next to the border.They want to live here..learn English!! That is what we speak. But do nothing but offer ATMs, Bill pays, signage..etc..in Spanish. They won't. All that is left is to change the road signs to Spanish.
I know a woman that has traveled all over the world, including Europe and Asia. She once told me the hardest place to get a cab driver that spoke english was in...Miami. You want St Joe to be Miami?
November 2, 2009 at 5:12 p.m. ( permalink | suggest removal )
les80 says...
What does it hurt if you see a sign in spanish? If you don't know Spanish, don't read it, read the English one that was intended for you. The concept that this is "our country" or "our territory" and all others KEEP OUT is baffling. We live in America because settlers from England moved here to have a better life. This is the land of the free, the reason America is such a great country is because we have always welcomed other cultures. America was founded as the land of opportunity and it was also called the "melting pot", meaning that immigrants were welcome to come here and start a new life. I understand not supporting illegal immigrants, but what about being tolerant to those who want to move here and have something better that they could not have otherwise?
You didn't come out of the womb speaking English, you had to learn. So allow these people time to learn the language, pick up on the culture, learn to drive, etc. Just because they need interpreters or spanish language signs doesn't mean they are lazy, stupid, or unwilling to adapt. Don't be so quick to judge.
November 2, 2009 at 6:39 p.m. ( permalink | suggest removal )