SALISBURY, N.C. — Soccer games with former Mexican soccer player “Zague” are among the ways Food Lion is promoting its “Sabor Latino” stores in North Carolina.
Zague appeared at Food Lion's Greensboro and Winston-Salem stores last month for soccer competitions with customers, featuring prizes.
It's all part of Food Lion's new Hispanic-marketing initiative that involves cutting in 1,000 Hispanic items and featuring Spanish-language advertising in select stores.
Food Lion's first five “Sabor Latino” stores opened in Raleigh last August. It has since introduced 13 Sabor Latino stores in North Carolina markets. About 60 stores will be converted by year-end.
The new format features a greater number of Hispanic products, such as beans, tortillas and spices. Among the grocery items carried in the new format: Barrilitos carbonated soft drinks, La Costena whole pinto beans and Totis chips.
The produce department features items like jicama, a Mexican turnip; the bakery department stocks Hispanic treats like tres leche cake; and the meat department, additional cuts of beef, according to spokeswoman Christy Phillips-Brown.
“By expanding our product selection, we are able to cater to a broad variety of consumers,” she told SN.
While all stores retain the Food Lion banner, they have dual signage and in-store advertising that reads “Sabor Latino” (Latin Flavor).