In recent years, La Chiquita has expanded geographically—opening supermarkets in Chicago’s western suburbs and Rockford, Illinois. The grocer also has expanded its product offerings—adding bakeries to existing locations and increasing the variety of items on the shelf. To reflect its changing position in the marketplace, the Chicago-based grocery store chain has unveiled a new moniker: Chiquita Food Market.
One of the first marketing initiatives for Chiquita Food Market to promote its new image was to launch a revamped website, www.ChiquitaFoodMarket.com, that combines the company’s rich Mexican heritage with its current brand position. The website was designed and developed by Lombard, Illinois-based Stevens & Tate Marketing.
“We chose Stevens & Tate because of the firm’s marketing expertise in the grocery industry,” said Martin Sandoval, Chiquita Food Market’s general manager. “The team understood how to capitalize on our legacy to maintain our core shoppers and appeal to new consumers to expedite our growth.”
The first La Chiquita Supermercados opened its doors in 1972 at 26th and Central Park in Chicago’s Little Village as a neighborhood grocer. Today, Chiquita Food Market operates seven stores: two in Chicago and one each in Cicero, Franklin Park, Aurora, West Chicago, and Rockford.
“The key to our expansion has always been to win over customers—one at a time,” said Sandoval. “We continue to preserve a family oriented spirit in all of our stores. Plus, our commitment to freshness and high-quality foods has never wavered.
“Most household staples can be purchased at any store…a can of beans is a can of beans no matter where they’re sold,” he continued. “But fresh produce and quality meats along with personal service draw buyers in.”
The new website seamlessly integrates Chiquita Food Market’s current situation and rich heritage.
“This is a key point in Chiquita Food Market’s history, making it vital to upgrade its web presence to better position the grocer in new markets,” said Dan Gartlan, Stevens & Tate president.
He noted that the new website had four key goals.
“First—and most importantly—we needed to present Chiquita Food Market as a full-line grocery store,” said Gartlan, adding that along with the name change came a diversity of product offerings including American fare such as fried and rotisserie chicken plus pizza, all top sellers.
“We did so through the use of strong photography that highlighted the key departments: produce, deli, bakery, and meats,” he continued. Fresh groceries and best selling items were shot at one of Chiquita Food Market’s newest stores. With an in-house art director who oversaw both the web project and photoshoot, the vision easily came to life.
“We also knew it was essential to tell the family story since it is a key part of the culture at Chiquita Food Market,” Gartlan continued. “Our copywriter was able to draw out unique insights that truly illustrate the Chicago family owned character of the company and craft a message to promote its personality for universal appeal.”
The site also needed to engage mainstream shoppers without losing the grocer’s rich heritage. As a result, it features bold, bright colors that reflect murals hand painted in each store by local artists. At the same time, it promotes weekly specials, up-to-date menus and hot sellers—both in stores and in the taquerias.
Finally, the new website needed to be user friendly, easy to navigate and optimized for search engines.
“Today’s consumers are viewing sales online and on mobile devices before they venture out shopping,” said Gartlan. “The new site makes finding a Chiquita Food Market store location easy. And it is optimized for key search words.”
As a Central Grocer independent store chain, Chiquita Food Market sells Centrella brand items and carries many national name brands as well as a variety of popular ethnic brands. Since the first local grocery store opened more than 30 years ago, Chiquita Food Market has stayed rooted in the traditional values of its owners—embracing being an important part of the community. Today, the family owned grocer operates seven stores around Chicagoland, several with in-store bakeries. Each location also includes a Taqueria serving traditional favorites and handcrafted specialties every day.
Stevens & Tate Marketing is a full-service advertising agency offering award-winning, on-strategy creative; integrated message development; internet and digital advertising; and cost-effective media planning and execution. Stevens & Tate creates focused, targeted solutions for its clients in the food/grocery, retail, travel/tourism, healthcare, business-to-business, real estate, senior living, and non-profit industries. To learn more about Stevens & Tate’s services or work, visit the company’s website at www.stevens-tate.com or call (630)-627-5200.