In Pontiac, Mich., the Foodliner grocery store has seen their neighborhood move from predominantly white to a white minority with Latino and Black majorities. Their advertising has changed over the years to one that appeals to the distinct tastes of their new Hispanic and African-American customer base. It is not an easy feat given taste differences between the two demographics. The magic behind the store, which is one of the largest volume grocers in the state, is blending the commonality of the two demographics with the uniqueness of each.
At the same time the store has taken its interior signage bilingual. This aligns their external marketing and signage to the interior signage to create a welcome image throughout the store.
The results of in very good for the store which has survived the shift in the demographics of its customer base. Despite being an independent grocer, the store is one of the highest grossing stores in the city.
© Max Impact, used with permission.
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