Rio Ranch Market drew a huge crowd to the grand opening of its store in Fontana Calif last year

Rio Ranch Market drew a huge crowd to the grand opening of its store in Fontana, Calif., last year.

Rio Ranch Expands Its Demographic Reach

On changes in the center aisles: "It’s not only that customers want more national brands, but we’re also stocking more organic, gluten-free, sugar-free, soy and other healthier items as Hispanics become more health-conscious." — Mustafa Milbis, VP, Rio Ranch

FONTANA, Calif. — Rio Ranch Market here is changing with the times as it expands its base within Southern California’s Inland Empire.

The eight-store operator is adjusting its merchandising to cater to second- and third-generation Hispanics, Omar Milbis, vice president, sales and marketing, told SN — including the addition of pizza to its in-store cafes.

With a lot of discount competition around it, Rio Ranch is also becoming a bit more a

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