Give It Some Sabor!

One of the most notable characteristics of Lakeland, Fla.-based Publix Super Markets Inc., is the store's ability to customize its offerings around the communities it serves. Defying the concept of only being able to satisfy some of the people some of the time, Publix Super Markets has made a habit of proving the contrary. The most “flavorful” example being the recent opening of the retailer's Publix Sabor format, located only (for now) in Hialeah, Fla., and in Kissimmee, Fla., with more formats scheduled to open in the Miami area.

Publix Sabor is designed to meet the needs of a whole gamut of customers, welcoming them with a unique mentality with cultural heritage and authenticity at its core. Maria Brous, director of media and community relations for Publix Super Markets Inc. recently toured the Kissimmee Publix Sabor store with PL Buyer associate editor, Lori Sichtermann, offering a unique perspective on what the store means to the community, and how it goes about satisfying the masses.

PLB: What needs do the Publix Sabor stores satisfy within the communities where they are located? And what are some of the challenges in meeting such diverse needs?

Maria Brous: Publix Sabor was developed to provide an environment that allowed Publix to supply more Hispanic and Caribbean foods to a high population of consumers who desire these types of items, although shoppers also can find mainstream products here too. The store is designed to be comfortable and appealing to both Hispanic and non-Hispanic customers — we go to great lengths to be accommodating to the needs of all our shoppers. For example, the stores incorporate bilingual signage, and many of our associates speak both English and Spanish, making it easier to give customers the attention they deserve.

Keeping this balance is a main focus for us — our objective is to balance our store so that every shopper feels comfortable in the environment they're in so that they can make good product selections. It's really a balancing act — how to keep everyone happy in one environment — and it's not so much as a challenge as a focus.

PLB: What has been the consumer response to the Publix Sabor stores thus far?

Brous: The response from our customers has been phenomenal. A clear example is the popularity of and the loyalty to the stores' managers. Many people in the community have a relationship or a rapport with the store managers, and they come here because they enjoy the way the store is managed and how their requests are addressed. It's a completely different environment compared to a traditional grocery store, but it's an inclusive environment. And once they get in, the customers are impressed by what they find and how they are treated as members of a close-knit community.

PLB: What private label items are available in the Publix Sabor stores?

Brous: All of our Publix brand private label items are available at the Publix Sabor store — whether it's traditionally Hispanic or non-Hispanic, it will be available at the Publix Sabor store. It's the consistency of having the same Publix brand products in the Publix Sabor store that makes the connection for shoppers that they can expect the same quality products and the same personal attention that they would receive in a traditional Publix store.

PLB: What types of specialty services are available to customers at the Publix Sabor stores?

Brous: There's more of a focus on parties and family gatherings. The store features an extended meat and seafood case with a butcher so that customers can purchase any type of meat to their specifications. For example, customers are able to buy bola at Publix Sabor, which is a large section of beef that is meant to be cut in many different ways, and is more cost-effective when feeding a large amount of people.

The deli is unique to Publix because if you go to a traditional store, there is an offering of different types of chicken and other familiar meat. However, at Publix Sabor, the same traditional Publix fare is available, but there also is going to be roast pork, beans, rice, etc. You'll have authentic cuisine available, hand-made and ready to enjoy.