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In North Carolina, the News & Observer reports that Food Lion is expanding its test of a new format catering to Hispanic shoppers.

The first of the stores opened up about a year ago, with five units in the North Carolina Triangle. According to the paper, “Along with significantly bulked-up selections of dry goods such as beans, tortillas and spices, the stores also carry cuts of meat and produce items popular with Hispanic shoppers. The employees at those stores also undergo training both in the Spanish language and Hispanic culture.”

The News & Observer writes that “last week, the company opened 13 stores in the Piedmont area all featuring the Hispanic focus, and it didn't take long to see a sales increase … Food Lion will convert another 22 stores, including 10 in the Triangle, this month, with plans to reopen those stores officially on Aug. 12. It will also revamp 19 stores in the Charlotte market this summer, reopening those in September.

“When all of those conversions have been done, 59 stores, or roughly 10 percent of Food Lion's 503 North Carolina locations, will have the Hispanic focus.”
KC's View:
Food Lion continues to impress as it diversifies its business and fleet of stores. Not only does it have its Food Lion, Bloom and Bottom Dollar stores, but now it is further drilling down to target specific customer groups. This is smart marketing.