Fiesta rolls out first in series of store remodels

A revamped and rebranded Fiesta Market in Houston's traditionally Hispanic East End is the first step in a company-wide effort to expand the appeal of the 44-year-old grocery chain, CEO Michael Byars said Wednesday. New touches range from bilingual signage to a smoothie bar.

"What you see in this format is a store that still is relevant not only to the core Hispanic shopper but also provides outreach to any of the demographics we serve," Byars said following a ribbon-cutting ceremony that included a mariachi band and shoppers' taking selfies with Pepe the Parrot mascot and chanting "¡Fiesta!"

Byars said the overhaul at 800 S. Wayside Drive marks the beginning of a series of store remodels and upgrades in coming months.

Officials didn't give a cost estimate for the changes, but Fiesta is investing in neighborhood-specific studies for each project. The goal is to update the store but stay true to the retailer's cultural heritage that has generated loyal shoppers and employees, Byars said.

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