El Super

What El Super does

El Super is a privately held Hispanic-focused grocery retail chain founded in 1997 in South Gate, California and operating as Chedraui USA, Inc., a US subsidiary of Grupo Comercial Chedraui, the third-largest retailer in Mexico. The company operates approximately 70 El Super-branded supermarkets across California, Nevada, Arizona, New Mexico, and Texas, with additional smaller-format El Super Fresh locations concentrated in the Los Angeles area; Chedraui USA's broader US portfolio includes the Fiesta Mart banner for a combined 123 stores. Stores offer full-service departments including produce, meat, seafood, bakery, tortilleria, dairy, frozen foods, deli, alcoholic beverages, and an in-store restaurant (El Super Restaurant) serving prepared Mexican dishes such as rotisserie chicken, aguachiles, ceviches, and party platters, alongside El Super Financial Centers offering remittances (via Ria Money Transfer), bill payment, money orders, and check cashing.

The underlying technology stack is conventional grocery retail infrastructure: an owned e-commerce storefront at elsupermarkets.com with EBT/SNAP acceptance, OneTrust for consent management, Algonomy for email marketing, Google Maps for the store locator, and DoorDash/Uber Eats for last-mile delivery. There is no proprietary AI/ML, custom platform, or differentiated technical IP disclosed. Revenue is generated through one-time grocery and prepared-food transactions, transaction fees on financial services, and marketplace commissions paid to delivery aggregators; pricing follows an everyday-low-price model with weekly promotional circulars in English and Spanish, and there is no membership or subscription tier. The go-to-market motion is multi-channel direct-to-consumer via physical retail (70+ storefronts), owned e-commerce, and third-party delivery, supported by social media marketing, community events (Soccer Mania, celebrity appearances), and email newsletters targeting Hispanic and value-conscious shoppers. Customer concentration risk is structurally low given the millions of individual consumer transactions across diverse geographies, with no enterprise anchor accounts; the closest concentration dimension is demographic and geographic reliance on Hispanic populations in the US Southwest.

Name

El Super

Legal name

Chedraui USA, Inc.

Website

https://elsupermarkets.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

El Super is a Hispanic-focused grocery retail chain owned by Chedraui USA, operating approximately 70 supermarkets and smaller-format El Super Fresh stores across California, Nevada, Arizona, New Mexico, and Texas, serving Hispanic and value-conscious shoppers with full-service groceries, in-store restaurants, and remittance services.

Ownership category

akta.pro rank

Product category

Hispanic Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Grocery and Convenience Retailers (4451), Food and Beverage Retailers (445), Other Specialty Food Retailers (44529)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Grocery & Food Omnichannel (CRAFAEAE)

akta.pro secondary industries

Natural/Organic Supermarkets & Chains (CRAHAEAA), Natural/Organic Grocery E-commerce & Delivery-Only Retail (CRAHAEAI)

Keywords

• Hispanic grocery retail
• Latin American supermarket
• In-store tortilleria bakery
• Grocery delivery service
• Remittance and bill pay

Headquarters

HQ city

Paramount

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Grocery Retail Sales: Primary revenue stream from selling grocery products including produce, meat, seafood, dairy, bakery, frozen foods, alcoholic beverages, and household items through physical retail stores and online ordering. Sales are one-time transactions with no subscription component.
2. Financial Services: El Super Financial Centers offer money transfers (via Ria Money Transfer partnership), money orders, check cashing, bill payment services, and mobile phone reloading. These services generate transaction fees.
3. In-Store Restaurant: El Super Restaurants within stores generate revenue from prepared foods including rotisserie chicken, fried chicken, party platters, aguachiles, ceviches, and other Mexican cuisine items.
4. Third-Party Delivery: Revenue from online orders fulfilled through DoorDash and Uber Eats delivery platforms, which take commission fees but expand customer reach beyond physical store catchment areas.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

El Super operates a chain of Hispanic-focused full-service supermarkets selling groceries, fresh produce, meat, seafood, bakery, tortilleria, dairy, frozen foods, deli items, and alcoholic beverages, alongside in-store restaurants, smaller-format El Super Fresh stores, and El Super Financial Centers that offer money transfers, bill payment, money orders, and check cashing. The chain also supports online ordering with EBT/SNAP acceptance and delivery through DoorDash and Uber Eats.

Product overview

El Super is a Hispanic grocery retail chain operated by Chedraui USA, offering a multi-format portfolio centered around its core El Super Markets supermarkets. The main product is a full-service grocery store featuring departments for produce, fresh meat, seafood, bakery, tortilleria, dairy, frozen foods, alcoholic beverages, and deli/cheese items. The company also operates El Super Fresh, a smaller compact store format for neighborhood locations, and includes in-store El Super Restaurant quick-service dining. Additional offerings include El Super Financial Center (money transfer and bill pay services), ecommerce with DoorDash and Uber Eats delivery, weekly promotional ads, a store locator tool, and an online recipe platform. The chain operates 64+ stores across California, New Mexico, Nevada, Arizona, and Texas, with first store opened in South Gate, CA in 1997.

Differentiator

Problem solved

Functional benefit

Brands

• El Super Fresh: A smaller format of El Super Markets offering groceries, fresh produce, daily baked pastries, and butcher shop. El Super Cocina serves favorite dishes such as burritos, tacos, and daily specials including carnitas, ceviches, and pollo rostizado.

Products and services

• El Super Markets Hispanic-focused full-service supermarket chain offering Latin American products, fresh produce, full-service meat and seafood departments, in-house bakery, on-site tortilleria, dairy, frozen foods, deli and cheese, and alcoholic beverages for Hispanic and value-conscious shoppers across California, Nevada, Arizona, New Mexico, and Texas.
• El Super Fresh Compact neighborhood-format grocery store offering groceries, fresh produce, daily baked pastries, and butcher shop with El Super Cocina serving burritos, tacos, carnitas, ceviches, and pollo rostizado; designed for convenient, family-oriented shopping in dense Los Angeles-area neighborhoods.
• El Super Restaurant Quick-service in-store restaurant offering prepared Mexican and Latin American foods including rotisserie chicken, chipotle rotisserie chicken, fried chicken, cut fruit, aguachiles, ceviches, taco party platters, BBQ ribs party platters, wings party platters, and rotisserie chicken family meals for in-store dining and takeout.
• El Super Financial Center In-store financial services hub offering international money transfers to 160+ countries through a partnership with Ria Money Transfer, plus bill payment, money orders, check cashing, and prepaid card reloading; operated Monday through Friday 8am-8pm and Saturday through Sunday 8am-7pm to serve unbanked and underbanked Hispanic consumers.
• Online Grocery Ordering and Delivery E-commerce platform at elsupermarkets.com enabling customers to shop groceries online for pickup or delivery, integrated with DoorDash and Uber Eats for last-mile delivery, and accepting EBT/SNAP benefits for online transactions.

Quantifiable outcome

• 700 union workers ratified five-year contract with wage increases
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Five partnerships are on record, tiered core.

• Ria Money TransfercoreTechnology or IntegrationEl Super partnered with Ria Money Transfer to offer financial services including international money transfers to 160+ countries, money orders, check cashing, and bill payment. Ria has facilitated over 1 billion transfers over 30 years, providing credibility and global reach for El Super Financial Centers.
• DoorDashcoreChannel Partner/ Reseller/ DistributorDoorDash partnership enables grocery delivery from El Super locations, extending reach to customers who prefer contactless delivery or have limited mobility. Orders fulfilled through DoorDash's convenience store vertical.
• Uber EatscoreChannel Partner/ Reseller/ DistributorUber Eats partnership provides on-demand grocery delivery service, leveraging Uber's mobile app user base and delivery infrastructure to reach El Super customers.
• United Food and Commercial Workers (UFCW) Local 770coreStrategic or Co-development PartnerUnion representing approximately 700 grocery workers at seven El Super locations in Southern California. Negotiated five-year collective bargaining agreement through February 2031 with wage increases and ICE protection provisions.
• Chedraui USAcoreOthersEl Super operates as a brand of Chedraui USA, Inc., which is a subsidiary of Grupo Comercial Chedraui (third-largest retailer in Mexico). Chedraui USA operates 123 stores under El Super Markets and Fiesta Mart banners, with parent company operating 380+ stores across the US.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Walmart Supercenter: Largest US grocer with expanding Hispanic assortment and aggressive EBT-enabled grocery delivery; competes for the same value-conscious Latino shopper on price and convenience across El Super's markets.
• H-E-B: Texas-headquartered regional supermarket giant with strong Hispanic product assortment and private-label depth in markets where El Super is expanding—sets the competitive bar for scale, pricing, and fresh-prepared offerings.

Direct peers

• Fiesta Mart: Sibling brand under Chedraui USA operating in Texas. Comparable Hispanic-focused supermarket format with similar product assortment, prepared foods, and store economics, making it the most directly comparable peer to El Super.
• Superior Grocers: California-based grocery chain serving Hispanic and value-conscious shoppers with comparable everyday-low-price positioning and culturally relevant assortments in overlapping Southern California trade areas.
• Rancho San Miguel Markets: Northern California Hispanic-focused supermarket chain with similar product assortment and cultural positioning—emerging competitor as El Super expands into Fresno and Central Valley markets.
• Cardenas Markets: Hispanic-focused supermarket chain in California, Nevada, and Arizona with Latin American products, fresh meat counters, and in-store prepared foods—overlapping directly with El Super's core offering and footprint.
• Smart & Final: Also owned by Chedraui USA, this warehouse-style grocery chain operates in overlapping Western US markets, providing a useful intra-portfolio reference for store-level economics and supply chain synergies.
• Northgate González Market: Independent Hispanic supermarket chain headquartered in Anaheim, CA serving similar Latino communities across Southern California with comparable authentic Mexican/Latin American product assortments and in-store tortillerias.
• Vallarta Supermarkets: Family-owned Hispanic supermarket chain in California with comparable authentic Mexican product mix, carnicerias, panaderias, and tortillerias—direct competitor in core Los Angeles and Central Valley trade areas.
• Food 4 Less: Discount supermarket banner under Kroger serving Hispanic and budget-conscious shoppers across California and the Southwest with bulk and value pricing—directly competes with El Super on price-sensitive baskets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/el-super-markets-134511663278156
• Instagraminstagram.com/elsupermarkets
• Xx.com/elsupermarkets
• LinkedInlinkedin.com/company/elsuper

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about El Super