A strong core of Hispanic operators has established a solid niche in Southern California. As a group, they account for at least 10% of the area's market share, according to some observers. The largest of the Hispanic-oriented chains, Superior Super Warehouse, operates 24 stores and has a market share of 3.3% — about the same as Whole Foods Market's 3.1% share with the same number of stores, albeit in different demographic areas. Superior even runs TV ads that present the chain as a ...

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