Vallarta Supermarkets, a popular Southern California Latino grocery chain, has opened its first location outside the state.
Founded in Van Nuys and headquartered in Santa Clarita, the chain operates more than 60 locations throughout California. On Wednesday, it expanded to Arizona.
The store, located in the Phoenix suburb of Glendale, offers Mexican and other Latin American staples, including tortillas, pan dulce, agua frescas and ceviches, “made in small batches throughout the day,” the company said in a statement.
The store's carnicería offers marinated meats and the crèmería offers queso fresco and cotija.
The hot prepared meals popular in the Californian branches will also be sold at the new location.
The grand opening included mariachi performances and a food raffle and marked a “huge milestone” for Vallarta Supermarkets, spokeswoman Lizette Gomez said.
Gomez said the supermarket aims to open about five new locations per year and is actively looking to expand into additional states.
“This will be an example for everyone else,” Gomez said.
Within California, the company plans to soon open locations in Rancho Cucamonga, Bellflower and San Jose.
In 2025, stores opened in Modesto, Colton, Park Mesa Heights and Hemet.
Gomez attributed the company's success to its focus on serving its customer base.
“We are humble, we stay true to our roots, we listen to our customers, we bring them a home no matter where they come from,” Gomez said.
For example, the supermarket offers everything from sushi to fresh-cut fruit served with Tajín and Chamoy, inspired by fruit vendors, she said.
Gomez said the Glendale outpost, one of its smaller locations, has created about 140 full- and part-time jobs.
The Glendale outpost is located on the site of a former Goodwill, according to Google Street View history.
Vallarta Supermarkets' roots date back to the 1980s, when Mexican immigrant Enrique Gonzalez Sr. opened a small meat market in Van Nuys.
Under the leadership of his son Enrique Gonzalez Jr., the company expanded locations throughout Los Angeles, focusing on serving Latino customers.
According to Gomez, the company is still owned by the Gonzalez family.
Vallarta isn't the only Southern California grocery chain rapidly expanding its footprint.
In December, Trader Joe's purchased a storefront in Santa Monica and opened a location in Costa Mesa. This month, the Monrovia-based grocer also opened stores in Texas, Virginia, New York and South Carolina.
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