Winn-Dixie Broadens Hispanic Marketing Initiative

JACKSONVILLE, Fla. -- Winn-Dixie here said it has added 55 stores to its Hispanic Neighborhood Merchandising program, including 30 in the Miami market and 25 in the Orlando area. Stores in this program -- currently 103 of Winn-Dixie‘s 522 stores -- are specifically merchandised to the Hispanic consumer and tailored to the nationality most represented in their neighborhoods. For example, the retailer said, stores in a predominantly Cuban neighborhood will be merchandised differently than those that serve a predominantly Mexican population. All stores in the neighborhood marketing program will share a special tagline, “El sabor de tu pais” (“the flavor of your country”) used in advertising programs and promotions, Winn-Dixie said.