Rio Ranch, an eight-store operator in Southern California, is planning to open about one store a year in each of the next five years. The chain caters to a largely Hispanic clientele, though that base has changed considerably over the past decade, Omar Milbis, vice president, sales and marketing, told SN.
“More of our customers are second- and third-generation Hispanics who are more acculturated and who tend to speak English,” he said.
Accordingly Rio Ranch is changing the stores’ product mix and how it merchandises, Milbis pointed out. Stores have added pizza, for example,
“I’d say there’s been a 20% change in our product mix over the last three years,” he said.
Photos courtesy of Rio Ranch
Captions by Elliot Zwiebach and Mark Hamstra
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