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BENTONVILLE, Ark. -- Wal-Mart Stores, Inc. is boosting its Hispanic marketing profile via a new tenant/landlord relationship with Dallas-based Campero USA, the U.S. division of foodservice operator Pollo Campero, that will bring Pollo Campero restaurants to Wal-Mart stores beginning in 2008.
Guatemalan-based Pollo Campero is a leading Latin American chicken restaurant chain, serving more than 75 million customers a year.
Wal-Mart said the deal will help it better serve the needs of Hispanic customers. "Our customers today come from many different backgrounds and all walks of life," said Gisel Ruiz, v.p. and regional general manager, Wal-Mart Stores, U.S., in a statement. "Many are Latin American, and they are among our fastest-growing markets. It stands to reason that our offerings reflect the needs of the communities we serve. We know Pollo Campero will add value to Wal-Mart with its premium Latin American restaurant brand."
Pollo Campero said it has launched an aggressive U.S. expansion after more than 35 successful years in Latin America. Campero now has more than 260 restaurants in 11 countries and three continents.
The foodservice chain company said its goal is to open 500 units in the U.S. by 2012, and that the relationship with Wal-Mart will assist in this endeavor.