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United Supermarkets said it will open its second Hispanic format store under the Amigos United banner in Lubbock, Tex. on Nov. 7.
“Demographics were the major determining factor in extending our Amigos brand at that particular location,” Eddie Owens, corporate communications director told Progressive Grocer on Friday. “Our North University store is located in a neighborhood that is predominantly Hispanic, and converting this store to our Amigos brand was a logical way for us to better serve our guests in that area.” The Lubbock store had operated as a traditional United Supermarket since it opened in 1995.
Owens said the Lubbock neighborhood (United is also headquartered in the city) has several characteristics as well that bode well for future growth, including a major highway construction project, and the redevelopment of the area just south of the site.
United will convert a third unit, a store in Amarillo, to the Amigos brand sometime in 2009, Owens added.
The Amigos unit’s opening comes slightly more than a year after the company launched the banner, at its North Columbia location in Plainview, Texas. That first store provided an opportunity to adjust and improve the Amigos experience, said Sidney Hopper, c.o.o. of the grocer’s Amigos-United division.
For example, based on knowledge gained at the first store, the North University Lubbock store will feature add-ons including an open-air dining area, an expanded pharmacy, and new menu items such as gorditos, fresh mole, and tripitos. The store will also have a tortilla machine that will make fresh corn and flour tortillas daily.
Expanded food offerings include value meals, to make it easy for guests to see and order available options; a “Hot at Five Project,” giving guests a chance to purchase from several selections of fresh bread each day at 5 p.m.; and a “liquado” stand that will serve about a dozen flavors of made-from-scratch fruit cocktails, or “aquas frescas.”)