VallartaCocinaB.jpg Vallarta Supermarkets
La Cocina features traditional recipes serving authentic meals, and a station that offers Latin-infused sushi.

Vallarta opens 50th store with new look, expanded offerings

Hispanic chain seeks broad appeal with Pasadena location

Vallarta Supermarkets opened its 50th store this week in Pasadena, Calif., with a modern look and more multicultural appeal.

The 50,000-square-foot store is at the site of a former Vons and underwent an $8 million renovation, with a contemporary look created by interior design firm of DL English Design.

"The opening of our 50th store provides us with an opportunity to expand into a new arena and expand the Vallarta brand," said Rick Castillo, marketing director of Vallarta Supermarkets. "We are confident that the products we offer in our stores satisfy the tastes and needs of all ethnic groups."

The new design includes colorful patterns in vibrant pastels, he said, and incorporates many of the traditional Hispanic food offerings the 32-year-old company is known for, as well as some new offerings, such as a station offering Latin-infused sushi.

The store, which will employ 330 workers, includes an in-store bakery, a tortilleria, a deli department and a station for made-to-order fruit beverages and ice cream called “La Isla.” The prepared food area, La Cocina, offers traditional recipes serving authentic meals, as well as a hot and cold food island with fresh salads, enchiladas, build-your-own taco bowls, hot soups and stews, 

The store also includes a full-service meat and seafood department, a service floral department and an expanded wine selection.

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