This flyer for a neighborhood Walmart-like store recently appeared in our mailbox. I was flipping through the pages checking out the new spring plants when my attention was distracted by the pages offering products to “make you feel at home.” Stores everywhere are pulling out the stops to get customers in the door and buying: 3x2 sales, free financing, free add-ons, etc. But this is the first marketing I’ve seen directed specifically at the immigrant population. “Come buy at our store. We sell all of the products straight from your home country.” Oh, and we’ll throw your flags into the ad, too, to pull at the heart strings a little. So, what’s being offered?
Plantain chips and canned mackeral in tomato sauce from Ecuador, pickled vegetables from Romania, black and green tea and canned tuna with peas and tomatoes from Morroco, sugarloaf and pony beer from Colombia, sauerkraut and pickles from Poland, and chimichurri and yerba mate from Argentina.
Quite the diverse offering and also quite representative of the specific imnmigrant communities in the area. It got me to thinking, though. What would make ME feel at home? It’s safe to say that the first store in Madrid to offer bagels, Boca burgers, Diet Mountain Dew, and sour cream would get all of my business.