Word: mexicans
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...Economist: “One American diplomat has given warning that a Mexican No could ‘stir up feelings’ against Mexicans in the United States. He draws comparisons with the Japanese-Americans who were interned after 1941, and wonders whether Mexico ‘wants to stir the fires of jingoism during...
...East in 1984 to open and manage Safeway's stores in Jordan and Saudi Arabia. Eight years later, he returned to the U.S. to open his own supermarket franchises in Oregon and Washington State. He was recruited by Gigante in 1994 to run the company's operations on the Mexican Baja California peninsula, which include licensed RadioShack and Office Depot stores. "The name recognition of Gigante was just awesome," Frias says. "But many of the middle-and low-income Mexicans who shopped at our stores were crossing the border into the U.S. and staying there." In 1998 Gigante asked Frias...
Gigante's presence in Mexico gives it instant credibility with Latinos. Frias says when the company first surveyed potential customers in California, 70% recognized the Gigante name. Besides a wider and more authentic selection of Mexican products, Gigante also boasts prices that are on average 15% lower than those at traditional supermarkets. Gigante can afford to charge less, thanks in part to lower labor costs. Under its union contract signed last year, check-out clerks make $10.29 an hour, compared with $17.90 at major California chains; Gigante's meatcutters make $7 an hour less than their counterparts at other union...
...today. But many of the Latinos can't or don't vote, and the city government is still made up almost entirely of Anglos. And, as Frias explains, "a lot of people still have a perception of Gigante as a little, dirty mom-and-pop Mexican market." After a fierce dispute between Gigante and Anaheim officials, the city council reversed the planning commission's ruling, and the Anaheim store is set to open...
Meanwhile, Gigante's U.S. stores will keep giving plenty of shelf space to popular Mexican brands like Gamesa cookies and will stack them right alongside American standbys like Oreos. As Frias, striding down a Gigante beverage aisle, puts it, "Our clientele drinks Jarritos soda but also buys Frappuccinos. We're about giving people a little bit of both...