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Investors, confident that Latino shoppers are under-served, have opened specialty supermarkets in Salt Lake City and Ogden, and they've purchased two popular Tenochtitlán stores in West Valley City and Midvale.
On Friday, Viva Markets is opening at 140 N. 900 West in the Rose Park neighborhood of Salt Lake City. The store is in the same building that formerly housed Albertsons and, more recently, Fresh Markets.
A grand opening is set from 10 a.m. to 7 p.m. March 12 and 13.
The store is the second Viva Markets to open. The first was last fall in Ogden.
Dennis Lorencz, vice president and chief operating officer of the company, expects the Rose Park store to succeed, despite the failing of the two chain stores there.
"The area is one of the state's most dense Hispanic populations," he said. "But up to now, the population has been totally underserved."
During the past decade, Utah's Latino population soared by 78 percent — growing to 358,000 from 157,000. That is about twice the size of Salt Lake City, according to recently released 2010 census data.
The head count indicates that three of every 10 new Utahns who arrived by birth or immigration during the past decade were Latino — and four of every 10 were minorities.
Overall, Latinos now make up 13 percent of the state's population and 22 percent of Salt Lake City's count.
To help serve this growing demographic, signage in Viva Markets is in Spanish, with smaller English postings.
The 42,000-square-foot store in Rose Park will have a large carnicera (meat) department, produce, fresh fruit, panaderia (bakery), pasteleria(pasteries), pescaderia (fish), cremeria (creams and cheeses), tortilleria (tortillas), indoor bazaar, children's play area and restaurant.
Shoppers will find grocery selections common to most supermarkets — along with labels from Latinos' home countries.
"Our Viva Markets stores cater to Hispanics and non-Hispanic families alike," said founder, president and CEO Joe Reyna, formerly with Zions Bank. "In fact, our store will have a large selection of Asian, Polynesian, Central and South American foods."
The opening arrives in the midst of the partial closure of North Temple Street because of construction of the light-rail line between downtown and Salt Lake City International Airport.
Businesses along the North Temple corridor are invited to set up booths at the Viva Markets location to showcase their products during the grand opening — at no charge.
The privately held Viva Markets chain has also purchased Tenochtitlán Latino markets in West Valley City and Midvale.
The stores won't be re-branded for several weeks as an assurance to longtime customers that no substantial changes will be made in services or selections, said company officials.
The Tenochtitlán market in Midvale Plaza Shopping Center opened in 2009. The West Valley City store opened in 1998.
The original Tenochtitlán owners — Adolfo and Ofelia Campos — will continue operating a store in Orem.
Tribune reporter Lee Davidson contributed to this report. —
Viva Markets
Salt Lake City, 140 N. 900 West.
Hours • 7 a.m. to 10 p.m.
Ogden, 916 Seventh St.
Hours • 7 a.m. to 9 p.m. daily, fall and winter; 7 a.m. to 10 p.m., spring and summer.
West Valley City, 1824 W. 3500 South (former Tenochtitlán store).
Midvale,125 W. 7200 South (former Tenochtitlán store).
Hours • West Valley and Midvale, 7 a.m. to 10 p.m.