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Fiesta Mart acquired by one of country’s largest Hispanic grocery chains

Addie Broyles

For the second time in three years, the Houston-based grocery chain Fiesta Mart has been sold.

Fiesta has two stores in Austin, a small market compared to the 32 stores in the Houston area and several dozen in the Dallas/Fort Worth area. According to the Houston Chronicle, Bodega Latina Corp and its Mexican parent company Chedraui will acquire 63 Fiesta stores in Texas if the $300 million sale goes through, which is expected. The buyer already operated 59 El Super stores in the Southwest and is one of the largest Hispanic food retailers in the country. Fiesta was sold in 2004 and then again in 2015 Acon Investments, a Washington, D.C.-based private equity firm.

From the Chronicle:

Although Fiesta Mart has revamped some stores to broaden its appeal, the grocer has been outgunned by well-capitalized giants H-E-B, Kroger and Walmart and newcomers such as Aldi, who have been aggressively courting Hispanic customers with competitive prices and a more international selection of produce, meats and canned foods.

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A little history: This internationally focused grocery catering to the Hispanic market first opened 46 years ago in Houston. Its flagship Austin location opened in 1993 at 3909 N. Interstate 35. A second location followed in 2001 at 1120 S. Lamar, where the Alamo Drafthouse now stands, but it closed in 2003. Another second location opened on Stassney and Interstate 25 in 2005.

You’ll remember that Fiesta recently won a rotisserie chicken taste test and then tied in a follow-up taste test.