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O Fiesta Mart

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Fiesta Mart, L.L.C., formerly Fiesta Mart Inc., is a Latino-American supermarket chain based in Houston, Texas. Established in 1972, the company specializes in serving Hispanic and other minority neighborhoods. As of 2004, the chain operated 34 supermarkets in Greater Houston and 16 supermarkets elsewhere in Texas, along with 17 Beverage Mart liquor stores. During that period, Fiesta Mart held a 7.5% share of the grocery market in Greater Houston. The chain's mascot is a cartoon parrot. Fiest Mart is recognized for its selection of Hispanic groceries and prepared hot meals. Allison Wollam of the Houston Business Journal noted that, "The company has been successful at targeting the Hispanic market and specifically catering to their needs and shopping styles." In 2006, a company spokesperson reported that Hispanic customers accounted for up to 70% of stores in certain locations. The chain provides international foods and ingredients which are typically not available at American grocery stores. Furthermore, Fiesta Mart locations often include independent store-within-stores, such as discount jewelry and banking services. The company also operates Fiesta Liquor Stores, which specializes in the sale of alcohol.