The population of the Hispanic community is rising, and convenience store retailers are well placed to cater to this demographic with targeted, more personalized attention.
“(C-store brands) should seek to connect with Hispanics by showing them they understand and care about their culture. Connecting with consumers at an emotional level is essentially asking for share of heart before you ask for share of wallet,” said Marina Filippelli, Orci CEO and Hispanic Marketing Council (HMC) board member.
Bolstering Menus and Stocking Shelves
The U.S. Hispanic population was noted as the second- largest ethnic group in the nation in 2020, according to Pew Research Center, making up 19% of the country’s population. And, as of March 2023, Hispanic shoppers have spent 17% more than average on foodservice, per market research firm Circana.
Convenience store retailers are responding, adding items such as burritos, quesadillas, tacos and other Hispanic fare to their menus.
Yesway, for instance, added items that are inspired from Hispanic culture to its foodservice program. The chain has 440 stores in nine states.
“Given that a significant part of our store portfolio is located in eastern New Mexico and western Texas, we have quite a lot of Hispanic customers in our stores,” said Darrin Samaha, vice president of marketing at Yesway. “Most notably, in New Mexico — within the Santa Fe and Albuquerque markets — we have seen significant growth with the Hispanic base.”
In addition to incorporating Hispanic foods into its menu, Yesway stocks products that would appeal to its Hispanic customers.
“From a merchandising perspective, we look for the right products to test and introduce into our assortment that appeal to the Hispanic base. Perhaps it’s a new product or a unique flavor profile. We’re always looking for trends that start on the product side,” said Samaha.
Texas-based Corner Store, which broke ground on its fourth site in June, also caters to a large Hispanic customer base and has been providing a product assortment that includes items that are expected to attract the Hispanic demographic.
“We provide a wide variety of imported chips, drinks, candy and chocolate from Mexico — they’re top-selling products in our locations,” said Judy Wall, purchasing/product analyst and marketing for the chain. “We also carry chamoy-coated candies and snacks; our customers love them.”
Wall noted Corner Store places these imported products in “hot spots” in the stores and advertises them on its social media stories.
HMC’s Filippelli confirmed the effective use of social media in reaching Hispanic audiences. Additionally, she verified that Hispanic shoppers hope to find items from their home countries at c-stores.
“Hispanics look to c-stores for convenience and indulgence. At this point there is an expectation for stores to carry products from their home countries and to modify product offerings to their specific tastes,” said Filippelli. “We have seen this with the rise of popular products that have also crossed over to the mainstream, like spicy and salty snacks as well as in the beverage space.”
Filippelli noted that opportunities also exist for store-branded offerings like café de olla, pan dulce and other treats many Hispanic consumers of all generations love.
Finding Success With Marketing
In addition to carrying products that would appeal to the Hispanic demographic, c-stores are employing marketing techniques to engage this segment of consumers.
“A brand that is serious about the Hispanic opportunity should have a yearlong marketing and media plan, tailored to fit the needs of their local audiences,” said Filippelli. “This approach is key to building brand loyalty, which is of particular importance in the c-store business, as a loyal consumer can make a big difference in shopping trips and size of basket.”
As part of its marketing strategy, Yesway uses an authentic voice — communicating in Spanish — to better serve its Hispanic guests.
Filippelli supports this.
“Understanding your audience’s language use … is key. There is a place for both English and Spanish language in media and creative assets. … The right offer, based on the right location, the right product and the right language, can bring about great new opportunities for c-store brands,” she said.
Yesway also uses signage in Spanish in a subset of stores, as well as Spanish translations on its website. The chain also gets involved with the local community.
“We currently do a significant amount of event marketing and local sponsorships to ensure we’re connected with our Hispanic customer base,” Samaha remarked. “Whether it be a grand opening event in a predominantly Hispanic community or a direct sponsorship or donation to a local organization, we strive to connect not just with advertising but with real, meaningful activity in our communities.”
Focusing on generational and regional marketing can also prove effective, according to Filippelli, “given (the Hispanic community’s) propensity for multigenerational households” and the differences in interests and media consumption “from the East Coast to the West Coast and everything in between.”
“C-stores in New York City, Miami, Texas and California all have different product offerings that should be tailored to the interests of the communities they serve,” she continued.
