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SAN ANTONIO -- H.E. Butt Grocery Co. here is opening its first Hispanic-themed location in its home state of Texas, according to a published report. Called Mi Tienda, or "my store," the 63,000-square-foot remodeled location makes its debut today in Pasadena, a suburb of Houston.
Among the store's features are Mexican-style decor, Latino goods, and a restaurant section offering Mexican and Cuban dishes. Additionally, Mi Tienda's 352 bilingual associates sport name tags that include their birthplaces, and managers wear traditional guayabera shirts.
Pasadena was selected as the inaugural location for the banner because of its rising Hispanic presence: Latinos account for 70 percent of residents living within three miles of the store.
"The Hispanic population is extremely diverse here in this area," HEB spokeswoman Cyndy Garza-Robert told the Houston Chronicle, adding that she considered Mi Tienda "the Latino version of Central Market," HEB's upscale supermarket banner.
After looking at shopping patterns and preferences of Hispanics, HEB came up with a store concept designed to appeal to Hispanic customers both visually and in terms of product mix.
Four additional Mi Tienda locations will open in the state in the near future, according to HEB.