business news in context, analysis with attitude

Nash Finch has opened its newest Avanza Hispanic supermarket in Chicago. It is the fifth in the chain, and the first to be located outside Colorado. (Three are in Denver, with another in Pueblo.)

The company said it decided to open a unit in Chicago because its market research found that Hispanic population in the metropolitan area totals more than 750,000.

According to the Nash Finch website, "Our research shows most supermarkets do not provide culturally appropriate merchandise, services or store environment for Hispanic shoppers. AVANZA, the name of our new Hispanic format stores, simply means "advance" and provides prospective customers with a short, relevant and memorable store name."
KC's View:
We like the name "Avanza," or "advance," because it speaks with an aspirational attitude.