La importancia de fidelizar al cliente no hispano, Abasto Magazine

Descubre las claves para ofrecer una experiencia cultural única a los compradores no hispanos y hacer que tu tienda se convierta en su lugar favorito.

FOOD INDUSTRY CELEBRATING Hispanic Heritage DDoo Y Youou K Knonoww Al Alll Y Youourr C Custustoommeerrss?? THE NON-HISPANIC CUSTOMER By Ramón Portilla et’s be honest: in our Hispanic stores, our loyal Our Market: Are We Betting on customers have always been our people, the folks the Right Customers? who are looking for that little taste of home. But here’s the million-dollar question: What are you doing But have you ever thought about how many of to make these lovers of Mexican food come into your store and those “güeros” who come to your store could be become loyal customers? Because, let’s be honest, Hispanics Lthe key to taking your business to the next level? already know where to 昀椀nd the best salsa and refried beans, but Yes, those same ones who can’t pronounce “chorizo” without what about the non-Hispanics who are discovering our culture? stumbling but love a good spicy salsa as if they were born in While Hispanics shop at an average of 3.8 stores (yes, we Jalisco. like to compare prices), non-Hispanic shoppers are venturing into chain stores you frequent to try Hispanic products, but… what about ours? With the constantly changing food market, The Silent Invasion of Mexican Food like the recent acquisition of Albertsons by Kroger, it’s crucial To give you an idea of where this is going, here’s an interesting to think about how to expand your customer base. fact: according to the Pew Research Center, 11% of restaurants in the United States serve Mexican food. And get this—85% of Taking Advantage of the “Tapatío Effect” the country’s counties have at least one Mexican restaurant, So, how can you make the most of this opportunity? For meaning that 99% of Americans can enjoy some good tacos or starters, think about what these new customers are looking enchiladas if they drive just a few miles. for: authentic products and a unique cultural experience. If you look at the numbers, you’ll see that in 2023 there were Non-Hispanics aren’t just seeking delicious food—they’re between 47,000 and 65,000 Mexican restaurants in the United also looking for a connection to Hispanic culture. And that’s States, depending on which source you read. And the best part something you can offer better than any conventional is that these businesses have been growing at an annual rate supermarket chain. of 4.7% over the last 昀椀ve years, reaching an estimated value of Imagine that “gringo” who gets excited because they found nearly $90 billion. Not bad, right? the mole they tasted on their last trip to Oaxaca, or the mom And speaking of love, a survey by Datassential found the who’s looking for Latin products to prepare a di昀昀erent dinner following: for her kids, who, by the way, had tamales last night at their friends’ house. 吀栀ese are the people who can turn your store 45% of Generation Z (those who can’t live without into their new favorite spot. their phones) would choose Mexican food if they In summary, the success of your business will not only could only eat one type of cuisine for the rest of depend on continuing to please your Hispanic customers but their lives. also on attracting and winning over those new customers who are discovering our culture. Because, at the end of the day, we 吀栀at’s more than Asian (29%) and Italian (26%). We’ve got them all have a little bit of Latino in our hearts! in the bag! 3838 SSEEPPTTIIEEMBRMBREE//OOCCTTUUBRBREE 2 2002244 AABBAASSTOTO..CCOOMM