Fresco Y Mas store tour

Authenticty Meets Price

Price investments on items relevant to Hispanic shoppers rolled out earlier in the year created a sales lift, but didn’t convince customers to change shopping habits, leading to the introduction of a new banner, Southeastern CEO Ian McLeod says. “It's a question of emphasis. It's a question of degree, and it’s a question of authenticity. You can't just have Goya beans on the shelf and do a good job.”

Tres Leches

A remerchandised bakery features a range of traditional deserts popular with Hispanic shoppers includes Tres Leches (three milk) cakes decorated in store.

Brick by Brick

An end-cap of Bustelo brand coffee speaks to pricing and assortment emphasis at Fresco Y Mas.

Big Deals

The change provides an opportunity to increase volumes on value-priced, larger size packages favored by shoppers, Southeastern officials say.

Service Focus

McLeod said an emphasis on service and cleanliness at stores would be a differentiator for Fresco Y Mas vs. competitors targeting a similar demographic.

Fresher and Cheaper

One element supporting lower prices at stores is an internal effort to reduce stops in the flow of fresh items to store, supporting freshness but also reduced waste and markdowns, McLeod said.

Deep Roots

Yucca and other fresh items popular with Hispanic shoppers are on display.

Big Cuts

This packaged meat is 25-pounds. McLeod notes that Hispanic shoppers tend to like a variety of cuts but from the same animal.

Pig Not Included

La Caja Assadora “The Rotisserie Box” is a popular Cuban-style charcoal cooker that can roast a 50-pound pig or other large meats in just hours. Other non-food items for sale at the store include domino tables.