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In early 2024, Superior Grocers opened its first location outside of its California stomping grounds. Las Vegas is now host to the grocery chain’s foray into new markets.
“After many years of being in the Los Angeles area and studying the Las Vegas area, we thought that the kind of model that we had would be greatly appreciated here,” Tom Rinn, senior vice president of marketing and merchandising, said in an announcement. “So that’s why we really thought that this is the perfect opportunity for Superior Grocers and the community. It’s really a win-win for all of us.”
Superior Grocers made a name for itself in the Los Angeles area by catering to Mexican roots. Along with grocery staples, Mexican snack candies, tamales, and other traditional food is available. The chain also offers aguas fresca and horchata.
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Established in 1981, the grocery chain currently operates seventy-four stores, primarily in Southern California and the Central Valley. Superior Grocers is one of the largest independently owned grocery store chains in Southern California with over 4,500 associates. The expansion into Nevada, however, heralds a whole new chapter for the company.
“We are thrilled to bring Superior Grocers to the vibrant community of Las Vegas,” CEO and President Richard Wardess said in a prepared statement. “This expansion underscores our commitment to providing quality products and exceptional service to new customers while maintaining our dedication to our patrons in Southern California. We are eager to immerse ourselves in this welcoming community and foster strong relationships with our new neighbors.”
The opening of the Vegas location included a performance by Las Vegas High’s Mariachi Joya and appearances by Richard “Tick” Segerblom, Clark County chair and commissioner of District 5, Sarah Johnson from Nevada Lieutenant Governor Stavros Anthony’s office, and Hector Lizaola from US Senator Catherine Cortez Masto’s office.
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Superior Grocers, notable for its investment in the communities it serves, has brought that mission to Vegas. The company presented checks and donations to multiple local elementary and high schools.
“What sets us apart is our dedication to the communities we serve,” the company’s mission reads. “We’re not just here to do business; we’re here to make a difference. Through partnerships with educational initiatives, health awareness programs, and support for local youth organizations and nonprofits, we aim to foster positive change and enhance the lives of our customers. At Superior Grocers, we’re not just in the business of groceries; we’re in the business of community.”
That mission includes the work of Community ReEngineering Inc, a 501(c)(3) established in 1995 to help fund local youth programs. An annual golf tournament sponsored by the nonprofit continues to funnel money into those programs, as do valuable vendor partnerships.
The company’s footprint expansion has been aided by Leon Lopez, vice president of construction and facilities. Lopez oversees design, construction, and facilities for all seventy-four (and counting) Superior locations. That number continues to rise with the chain eyeing significant growth by 2027. However, the company has repeatedly held to its mission of growing sustainably, with renewable energy like solar panels becoming more prevalent in future design.
According to Supermarket News, the US grocery retail market grew by only 1.1 percent last year, down from 3.9 percent in 2023. But chains like Trader Joe’s and Aldi still found ways to expand their footprints. Superior Grocers aims to join that list in the very near future.
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