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 ...
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