Vallarta Expands With Culturally Inspired Format
Vallarta Supermarkets will open its second Modesto, California, location on Aug. 27, unveiling a refreshed store design that blends cultural tradition with modern shopper expectations.
The new 49,800-square-foot store, located at 2401 E. Orangeburg Ave., builds on the success of Vallarta’s first Modesto store opened earlier this year.
The Modesto expansion is the latest step in Vallarta’s broader strategy to modernize the shopping experience. Earlier this year, the grocer announced assortment and store layout enhancements through Relex Solutions and began rolling out digital signage through Quad’s In-Store Connect network at select California stores. Together, these moves reflect a focus on personalization, convenience and localized engagement.
Vallarta’s updated format draws inspiration from both Mexico City, Puerto Vallarta and Latin food culture, featuring open views into food-prep areas and “colorful and textured” finishes designed to encourage discovery and engagement, the retailer said in a media release. Shoppers can see masa prepared in traditional nixtamal tanks, explore freshly made ceviches and watch cakes being decorated on-site.
Signature departments include:
- Carniceria: Showcasing Vallarta’s “Home of the Original Carne Asada” cuts and marinades.
- Pescaderia: With global seafood options and an in-house cevicheria.
- Guacamole & Pico de Gallo Station: Made-to-order personalization.
- Juice Bar: Traditional aguas frescas served from vitroleros.
- La Cocina de Vallarta: Ready-to-eat meals spanning Mexican and Central American favorites.
- Dulceria: Candy section comprising a wide array of authentic dulces from Mexico and Central America.
Additional departments highlight Vallarta’s emphasis on cultural authenticity and shopper convenience, from the panaderia and tortilleria to Omari sushi, cremeria and a floral shop.
“With this second location, we’re not only expanding access to the authentic foods our customers love, but also introducing a refreshed in-store experience that reflects the evolving tastes and needs of the Modesto community,” Lizette Gomez, Vallarta’s director of marketing, said in the release.
