Foodarama is a supermarket chain in Texas, with its headquarters located at 10810 S. Post Oak in Houston Texas. As of 2013 Foodarama operates ten stores in the Houston Area. About 1,000 people are employed by Foodarama
The first Foodarama location opened in 1973.
In 1993, after AppleTree Markets put many of its stores up for sale, Cox's Foodarama acquired one. Foodarama acquired the 1805 Ella Appletree, currently Foodarama #4. On February 28, 1999, Cox's Foodarama had seven locations. It had $74.4 million in annual sales and 1.4% of the grocery market. It also had 814 Houston-area employees. In the period starting a year from February 28, 1999, Foodarama opened two locations and remodeled two locations. In 1999 Cox's Foodarama had 1.5% of the Houston grocery market. Foodarama occupied a Randall's location that was closed in 2006.
In 2002 80% of the customer base was Hispanic. To cater to Hispanics, the chain devoted large portions of their stores to meat and fresh produce. Ronnie Catlett, the vice president of Foodarama and general manager of the San Antonio division, said that the stores were intended to cater to groceries. Elizabeth Allen of the San Antonio Express-News said that the company's niche was "modest but profitable".
In order to cope with small profit margins, La Fiesta tries to reduce its overhead as much as possible. To reduce its overhead, La Fiesta uses bulk buying, requires store managers to work on the shop floor instead of in offices, and, as of 2004, has low labor costs. As of 2004 most of its locations are in western San Antonio, serving Hispanic populations there. La Fiesta's designated wholesaler, Grocers Supply, has a buying coalition which allows its customers to get goods at lower prices. Individual locations are permitted to make pricing and scheduling decisions.
Prior to 1998 La Fiesta operated a 16,000-square-foot (1,500 m2) location in Eagle Pass, Texas, a community along the Mexico-United States border. It was across the street from an H-E-B location that was, as of 1998, being remodeled. In addition the future of the Mexican peso as a currency as uncertain. Also the Government of Mexico enforced a $50 import limit among Mexicans returning into Mexico, affecting La Fiesta's business among Mexican national shoppers. Because of the issues involving Mexico and competition from H-E-B, the Eagle Pass La Fiesta closed. As of 2004 it was the only location ever closed in the history of La Fiesta.
The chain's first store opened in 1981. In 2002 the chain had six locations. As of 2004 it was planning to open two additional locations. As of the same year the largest location is a 43,000-square-foot (4,000 m2) former Handy Andy at Callaghan and Ingram, which includes a bakery and restaurant. The store had replaced a smaller location that was across the street.
Foodarama's headquarters are in Foodarama Store #1 in Houston, TX
- Monroe, Melissa S. "La Fiesta adds two S.A. sites Houston chain will be taking over Handy Andy stores on West and Southeast sides.." San Antonio Express-News. Tuesday March 2, 2004. Business 1E. Retrieved on December 1, 2011. "La Fiesta is an affiliate of Houston-based Foodarama, which has nine stores in Houston. Catlett said La Fiesta also is successful because it's tight on[...]"
- "Contact Us." Foodarama. Retrieved on December 1, 2011. "Mailing Address 10810 South Post Oak Rd. Houston, Tx 77035."
- Beachy, Debra and Greg Hassel. "Competitors carve up AppleTree/Nine rivals purchase 28 stores." Houston Chronicle. Thursday November 25, 1993. Business 1. Retrieved on December 1, 2011.
- Hassel, Greg. "AppleTree to hand over most stores this week." Houston Chronicle. Tuesday January 4, 1994. Business 1. Retrieved on December 1, 2011.
- "Locations." Foodarama. 2. Retrieved on December 1, 2011.
- Hassell, Greg. "CHRONICLE 100 LEADING COMPANIES OF HOUSTON / Grocers getting food for thought." Houston Chronicle. Sunday May 23, 1999. Special Section, Page 38. Retrieved on December 1, 2011.
- Sit-DuVall, Mary. "`Right' store was ripe for picking / Randalls joins trend with deal." Houston Chronicle. Saturday July 24, 1999. Business 1. Retrieved on December 1, 2011.
- Feser, Katherine. "DEAL OF THE WEEK / Gigantic 24 Hour Fitness on the way." Houston Chronicle. Monday November 6, 2006. Business 5. Retrieved on December 1, 2011.
- "About Us." La Fiesta. Retrieved on December 1, 2011. "La Fiesta Corporate Office 5103 S. Flores Rd. San Antonio, TX 78214"
- "Locations." La Fiesta. Retrieved on December 1, 2011. "5103 S. Flores San Antonio TX 78214"
- Allen, Elizabeth. "In the shadow of a grocery giant A thrifty strategy La Fiesta caters to Hispanic market and keeps overhead to a minimum." San Antonio Express-News. Tuesday December 31, 2002. Business 1E. Retrieved on December 1, 2011.
- Monroe, Melissa S. "La Fiesta's new store is near completion." San Antonio Express-News. Saturday February 14, 2004. Business 3D. Retrieved on December 1, 2011.