César González’s story reflects the spirit that has propelled Vallarta Supermarkets for nearly four decades. His career, marked by hard work and discipline, now places him at the helm of the chain’s most ambitious project: expanding beyond California with the opening of its first store in Glendale, Arizona, on January 14, 2026.
The Glendale store launches a broader growth plan in Arizona. “We plan to open between 10 and 15 stores over the next ten years,” said César González, Glendale store owner and CEO of the Pacoima office, in an interview with Revista Abasto.
From Carts to Executive Leadership
César is part of the second generation of the founding family. He is the son of Luis González, one of five brothers who built the company from a small family dream. Like many of his cousins, he started at the bottom.
“I began by collecting carts, bagging groceries… sweeping, cleaning bathrooms.” That experience gave him a ground-up understanding of operations and a deep appreciation for the team.
He then rotated through multiple departments, learning every operation and understanding the importance of working alongside staff. This journey led to higher-level roles: store director, district manager, category management lead, and operations director. Today, he runs the Pacoima office as CEO.
For him, this path is not exceptional. It is how the family has taught him to value the business and maintain close ties with employees.
Vallarta Supermarkets’ Dream Crosses Borders
The decision to open the first store outside California was deliberate. For years, the González family received messages from customers requesting Vallarta stores in other states. Among all requests, Arizona stood out.
The idea to explore Phoenix and Glendale emerged. During each visit, César and his team saw a real opportunity.
“We walked through the Glendale community to speak with suppliers and residents… we saw the potential,” said César González.
They also found a growing base of families from Southern California who already knew and missed the Vallarta experience.
That support motivated the decision to enter a new market, but with a solid strategy in place. The company understands that a single, isolated store is not sustainable in the long term, so it plans to open 10 to 15 locations over the next decade.
A Market with Its Own Identity
Arizona’s Hispanic community differs from California’s. César acknowledges this. Origins, tastes, and traditions vary, especially due to a strong presence of families from Sonora and other northern Mexican regions.
The purchasing team studies trends, analyzes data, visits local stores, and speaks with residents to identify specific needs. The goal is to offer products and services that reflect these preferences without losing the Vallarta essence.
Training will be key. Store directors and experienced staff will travel from California to transmit the company culture. That identity—built on service, respect, and closeness—is, according to César, the heart of the brand.
Glendale: The First Home Away from Home
- Address: 5836 W. Camelback Road, Glendale, AZ
- Store Size: Over 49,000 square feet
- Key Departments: Sushi bar; fresh-cut fruit bar; guacamole station; prepared foods; tortillería; bakery; grocery and fresh produce sections; specialty departments tailored to the region
- Estimated Employment: Approximately 200 direct jobs in the community
Related Article: What’s Next? Key Industry Leaders Share Their 2026 Vision
Photo Gallery of the Grand Opening of Vallarta Supermarkets in Glendale
The store’s design reflects the desert’s personality and local character, aiming to make residents feel it belongs to them rather than a copy of another city.
The opening will feature Vallarta’s traditional celebration, amplified to highlight the significance of this new chapter.
Prepared for an Evolving Consumer
The chain notes constant change in Hispanic consumer preferences. Today, Mexican, Central, and South American families, as well as bicultural generations with distinct habits, coexist. To remain relevant, the team studies sales, monitors trends, and attends conferences.
The company is also developing technological solutions to enhance the customer experience.
“Our team is working hard on omnichannel service, with an app and many more surprises,” González said.
A Message for Arizona
César recognizes the moment’s significance. He knows this opening marks a new stage for the company, combining family tradition with strategic expansion.
“We are very grateful for the opportunity to serve you and invite you to visit us. I believe that if you haven’t experienced Vallarta Supermarkets, it’s something you haven’t seen before.”
With those words, the Hispanic supermarket chain invites Arizona to discover its formula: family tradition, service, and an offer tailored to local needs.