Fiesta Mart Opens First New Store in Nearly a Decade

Last month, Latin American grocer Fiesta Mart opened its first new store since 2015. The newest location is in Lewisville, a city in the Dallas-Fort Worth metro located about 15 miles southwest of Frisco. The 49,000-square-foot store opened on June 26th at the intersection of I-35 East and Main Street.

In addition to the new store, Fiesta Mart also announced plans for a multi-year remodel that will involve updates to all Fiesta Mart locations across Texas by the end of 2025. With the Lewisville location, Fiesta Mart will have 60 stores in Austin, Dallas-Fort Worth and Houston metro areas.

Shoppers at the new Lewisville store can expect to find usual grocery necessities such as produce, meat and seafood departments. The store will also have an in-house bakery, tortilleria, and restaurant. When the U.S. operation of Mexico-based Grupo Comercial Chedraui acquired Fiesta Mart a few years ago, the company put all category reviews on hold indefinitely and vastly cut its natural product selection in favor of products attractive to Latino shoppers.

Delivering the wants of Latino shoppers has become increasingly important for Texas grocers. In 2022, Hispanics became the state’s largest population group, and competitors such as H-E-B have been trying to earn loyalty from the significant market segment, mastering quality staple foods such as tortillas and pan dulce (which Fiesta is also praised for) and boasting its Mi Tienda brand.

Fiesta’s new store opening comes on the tail of H-E-B’s aggressive push into the growing DFW metro. The store notes that it carries goods tied to the Caribbean, Africa, Asia, South America and elsewhere.

While Grupo Comercial Chedraui is a massive retailer, operating more than 370 stores under banners including El Super and Smart & Final, Fiesta’s popularity in Dallas was waning shortly before Grupo Comercial Chedraui bought the chain in 2018. Fiesta Mart’s market share among Hispanic shoppers in Dallas dropped from 25% in 2015 to 6.5% in 2016, a consumer survey conducted by Dallas-based Rincon & Associates found.

But in a news release, Fiesta sounded confident that North Texans would flock to the new store. “Fiesta Mart is known for its unsurpassed commitment to freshness and variety, selection of international products, and excellent customer service,” said Richard Gonzales, Senior Regional Director for Fiesta Mart. “We’ve strategically positioned this new store in one of the metroplex’s most exciting communities that continues to see record growth and expansion, and we’re excited to offer our one-of-a-kind shopping experience to Lewisville and the surrounding area.”

The grand opening celebration will include food samples, giveaways, live mariachi and a meet-and-greet with mascot Pepe the parrot. Donations made as part of the grand opening will be funneled toward The Concilio, an organization helping Latino families access education, health, and economic opportunities, and Serve Lewisville. Giveaways include $250 gift cards for the first 10 families to arrive. The first 100 customers, meanwhile, will get $50 gift cards and free branded tote bags.