‘El Mercado’ brings hispanic culture to central Arkansas  | Small Business Revolution: S4E4

‘El Mercado’ brings hispanic culture to central Arkansas | Small Business Revolution: S4E4

– Hey, I’m Amanda Brinkman, and I’m the chief brand officer at Deluxe, and the host of the show
you’re about to watch. So, Deluxe started doing this series because we love small businesses. It’s not just that they create jobs, we believe they have the power
to bring people together. And we wanted to use what we do at Deluxe to help them succeed. Our hope has always
been that entrepreneurs can watch a show, and
learn something that helps, but the episodes are
only half an hour long, and we can’t always show you
every step of the process. So if you want to learn a little more, come check us out at
deluxe.com/revolution. Your town doesn’t have to win the half a million dollar
makeover for the Deluxe team to work with your business. What we do on the show is
what we do all the time, for five and a half
million small businesses across the country, we just
don’t always bring cameras. So remember to shop
local, and enjoy the show. All right, we’re about to go and surprise Jose, and
Catrina, and their family, from El Mercado Cavadas. – And they have no idea we’re coming! – Let’s go.
– It’s gonna be awesome. – Congratulations! (Catrina squeals) Welcome to the Revolution!
– Welcome to the Revolution! (excited screaming) (excited clapping) You seem a little shell-shocked, a little shell-shocked? – You won, you won, you won! (laughing) – [Narrator] Small
towns across the country are fighting for their survival, with the odds stacked against them. But what happens if we join that fight? If we dedicate a little
money, a lot of experience, and thousands of hours of
work into one small town, focusing on the businesses at the heart of their main street. What started as an idea
became a national movement, with over 30,000 towns nominated
for the $500,000 makeover, and more than a million
votes cast for the winner. – [Ty] Hello Searcy! (crowd cheers) – [Narrator] In its fourth season, the Small Business
Revolution headed south to Searcy, Arkansas, and a new town, in a new region, will present a fresh set
of challenges to tackle, both for the small businesses, and for the community as a whole. So Amanda Brinkman and her
team of marketing experts at Deluxe are going to
work, and they’re not alone. Renovation expert and
co-host, Ty Pennington, will be working with the team to rehabilitate the town’s buildings, while the whole cast of experts help rehabilitate its businesses. Every episode, we’ll be working
with a new small business, to see if we can change the odds. If, together, we can start a revolution. (gentle guitar music) – In Mexico, life feels like, it goes {an2}slower. {an2}We know everybody. {an2}There are always people by the store, {an2}and that’s where everybody
gets, and talk and– {an2}- I feel like it’s social, {an2}it’s a very social place
– Yeah. {an2}- (speaks in foreign language) {an2}- (speaks in foreign language) {an2}- (speaks in foreign language) {an2}- (Catrina speaks in foreign language) {an2}- (Jose speaks in foreign language) {an2}- (speaks in foreign language)
– (speaks in foreign language) {an2}(gentle guitar music) {an2}It wasn’t in my plans to go to the States. {an2}I came here in 2003. {an2}That second year, that’s
when I met Catrina. {an2}(gentle country music) {an2}- I was going to school
and studying Spanish, {an2}and I would go into Mi Ranchito, {an2}which is where he was working, {an2}and I would practice my Spanish. {an2}One day I said, “Hey, you
know, I’m studying Spanish.” {an2}I said, “Would you wanna
go and practice English, {an2}and you help me learn some more Spanish?” {an2}And one day, he said, “You know, {an2}this is actually my lunch break, {an2}do you wanna go grab somethin’ to eat?” {an2}So I was, I was behind on the game. {an2}- I remember my dad said, {an2}”Are you really dating this girl, {an2}or you just help her?” {an2}And I said, “No, it’s serious.” {an2}Okay. {an2}(Man speaks in foreign language) {an2}- We opened in April of 2017. {an2}- [Jose] When I was in Mexico, {an2}I was working for myself too. {an2}I guess it was easy to decide
that I want to try this. {an2}- [ Amanda] I joked that we
birthed two babies (laughs) {an2}in 2017,
– It was same time. {an2}- [Amanda] because, you
know, we opened the store, {an2}and a month later, Jewel was born. {an2}We call her the monster because
she comes through the store, {an2}and she just grabs what she wants. {an2}Arina is five. {an2}Sitali is four, {an2}and then Camilo is nine. {an2}We live on a small farm. {an2}In the morning, he takes
care of his chickens. {an2}He brings the eggs into the store. {an2}He charges $3 a dozen. {an2}It’s his own mini-business. {an2}- Your change.
– Okay, thanks. {an2}- There you go, have nice day. {an2}- The store was a leap of faith. {an2}We took our savings. {an2}We didn’t take any loans
because we felt like {an2}that would be more stressful. {an2}We went into it knowing that
there would be some hurdles. {an2}- [Jose] When we opened it, {an2}I was going to stay outside work, {an2}in construction, but it didn’t work. {an2}- Wasn’t working for me to
be here alone with four kids {an2}at the time. {an2}So we’ve made adjustments. {an2}We realized we needed more
hands here at the store. {an2}We knew that Jose needed
to quit his full-time job. {an2}Now we both work here at the store, {an2}and bring the kids with us. {an2}There was lots of times when
we first opened with the kids, {an2}like, they would seriously
come up screaming and fighting {an2}while we were tryna wait on customers. {an2}We’d say, “Go to the back,” a lot, {an2}because that’s their area. {an2}You know, “Go to the back.” {an2}The wonderful thing about
being with your family all day {an2}is, you know, that
you’re with them all day, {an2}and the bad part about it is
that you’re with them all day. {an2}You know, it’s the good and
the bad at the same time. {an2}We hope our kids see that we
wanna spend time with them, {an2}and be with them, {an2}but we’re getting home at 8:30, 9. {an2}You just feel like you’re
missing a lot of quality time, {an2}and we just, just kinda roll with it, {an2}and know there’s gonna be… {an2}If it’s a bad day,
(Jose mumbles) {an2}there’s gonna be a better day comin’ up. {an2}It’s not perfect, but it’s worth it. {an2}(upbeat guitar music) {an2}- This is truly a family
business, American dream story. {an2}But the challenge is {an2}how do you get more people in that door? {an2}To experience the flavor,
the color, the zest, {an2}of Mexico, which is what you wanna feel {an2}when you walk in there. {an2}There’s not a lotta Mexican
markets in Arkansas, period. {an2}I love it, you guys have got
such a variety of everything, {an2}and the pinatas, you’ve got
all this kind of color and fun, {an2}but on this side, it’s
just so stark and blank. {an2}You either need, like, a ribbon of color {an2}that’s going around the whole room, {an2}or you need more of that sort of, like, {an2}dangling that you’ve got
that much fun and color. {an2}I think the atmosphere could
definitely be brightened up, {an2}- Oh, it’s gonna be so fun.
– for sure. {an2}- [Amanda] It’s gonna be so fun. {an2}- [Ty] You guys sell belts too? {an2}- [Catrina] They’re handmade. {an2}- [Ty] I think we’ve got a
sale happening right now. {an2}(laughs) {an2}- Actually had those shipped
in from Guerrero, Mexico. {an2}- It looks amazing!
– I already feel {an2}like a stallion. {an2}- Yes yes, you’re owning that. {an2}- [Ty] What is in that jar over there? {an2}- Okay, this is pig, or
pork grinds, in a brine, {an2}but everybody knows them as cueritos, {an2}or {an2}pig ears. {an2}- Do you put all your most
disgusting stuff in one room? {an2}(Catrina laughs) {an2}- Yeah, this is the (murmurs) scent to it. {an2}- So, Jose, show us what… {an2}- Yeah, show us, come on.
– How you eat this. {an2}- Do you wanna try one? {an2}- Ooh. {an2}- [Amanda] Didn’t you
say you’ll say yes to {an2}every opportunity?
– I did, yeah, I did. {an2}(Mexican trumpet music) {an2}Oh! {an2}Man, I cannot… {an2}- You can do it, man up!
– That is so… {an2}It’s a typical Mexican snack? {an2}- Ah, it’s one of them. {an2}- One of your favorites? {an2}- Yeah, (mumbles). {an2}- I feel nervous, like
I’m going skydiving. {an2}(Catrina laughs) {an2}- Yeah, oh my god.
– Just have a bite. {an2}Ready? One, two, {an2}one, two, three. {an2}(Ty makes eating noises) {an2}You didn’t do it!
– Mmm. {an2}You didn’t, no! {an2}That was good. {an2}- That has changed my life. {an2}- So we already have some ideas {an2}for how to liven up the store, {an2}and we definitely got a new appreciation {an2}for the flavor of El Mercado. {an2}But there’s also a complex science {an2}to running a retail business. {an2}A mixture of sociology, and economics, {an2}that drives everything
from inventory to layout. {an2}For that, we’re bringing
in Lynne Robertson. {an2}A true Small Business Revolution veteran, {an2}Lynne, and her retail
design company, FAME, {an2}have helped businesses
all over the country {an2}create unique shopping experiences {an2}that maximize their revenue. {an2}And we’re hoping she
can repeat that success {an2}here in Searcy. {an2}(Mexican style music) {an2}- [Catrina] Where should
we start the tour? {an2}- Let’s start it with how your customers {an2}experience your store. {an2}- Okay, so start at
the front of the store? {an2}- Sure, yeah, yeah.
– Okay. {an2}So, we have all of our peppers
and spices that we have {an2}over in the corner. {an2}We wanted it to be kind
of like a market feel, {an2}and we also wanted to have the colors {an2}that people could see and experience {an2}when they first come in. {an2}- That’s where we start,
just with the authenticity {an2}of the food, and the kinds of things {an2}that you’re selling here. {an2}Is, almost becomes the
artwork for the space. {an2}Talk to me about the physical fixtures {an2}that you have right now. {an2}- All of it was inherited basically. {an2}- [Lynne] Let’s talk cash reps. {an2}- It is hard, the way it is, {an2}because we are doing our
money transfers up here. {an2}People send money back to Mexico, {an2}and it doesn’t provide a lot of privacy. {an2}- So it’d be nice if we had a space {an2}that was a little more
sequestered and private? {an2}- [Catrina] Yes. {an2}- [Lynne] Let’s talk meat department. {an2}- [Jose] Well we’re now getting to summer, {an2}and we wanna try to expand on the variety. {an2}- I think we’ve more
than doubled our sales {an2}- Fantastic.
– since we added this. {an2}We’re making more, we’re
bringing more people in, {an2}’coz they hear that we
have the meat market, so… {an2}- Let’s talk a little bit
about exclusive products, {an2}so I suspect there’s a story. {an2}- (laughs) Well, that’s my son. {an2}- [Amanda] It’s her son! {an2}- It’s one of those things
that only you can claim, {an2}and it’s so heart-warming, and I, {an2}we wanna make more out of that. {an2}I know Amanda’s gonna work her magic. {an2}What about all these chairs? {an2}- [Catrina] So we rent
tables and chairs right now. {an2}We would like to use
that space for a bakery. {an2}- Nice, what’s happening
with baked items now? {an2}- It’s our number two seller. {an2}- [Lynne] Now, let’s see what’s
happening way in the back. {an2}- [Catrina] So this is more of, like, {an2}our home-y area (laughs). {an2}So we have our TV and couch. {an2}The kids do hang out here, {an2}they play with their little dolls, {an2}so they don’t have anywhere
to be, other than here. {an2}- All right, Lynne, do you feel like {an2}you have a good picture of the space? {an2}- I do. {an2}- All right, let’s sit down
and talk about the business. {an2}- Finish this sentence for me. {an2}When my customers walk through the door, {an2}I want them to feel like… {an2}- Home. (laughs) {an2}Like something…
– They’re home, nice. {an2}- I mean, we almost always
greet people in Spanish now. {an2}If somebody comes in and
we’re not sure, you know, {an2}if they speak Spanish or
not, we usually go ahead {an2}and say it in Spanish. {an2}- When you think about
your target audience, {an2}you know, right now, it’s about
5% of the Searcy population {an2}is Hispanic, and a lot of
them aren’t shopping here, {an2}and so we really do need
to think about audiences {an2}beyond the Hispanic market, {an2}and how do we introduce
people to Mexican cuisine. {an2}- I think people will at
least come in and see, {an2}know that we’re open to showing them {an2}how to use what we have here. {an2}- That’s the opportunity
for you guys, like, {an2}this could be, like, the new corner store. {an2}This is gonna be a Searcy’s corner store, {an2}because, I mean, I feel like
right now in this country, {an2}there’s a lotta ugly
rhetoric around Mexicans, {an2}and Central America specifically, {an2}and I feel like you guys
have a huge opportunity {an2}to actually, kind of, break
down some of those barriers {an2}that are false, and really
celebrate the things {an2}that make Mexican culture so beautiful. {an2}- Absolutely, that’s gonna be huge for us, {an2}but now our struggle is more against {an2}one of the bigger, like,
American grocery stores, {an2}that carries a lotta Hispanic foods {an2}at a very low cost. {an2}- We can think about
what can they get here {an2}that they can’t get anywhere
else, exclusive product, {an2}and then what experience you can deliver {an2}that they can’t get anywhere else either. {an2}Really, that’s just the
building blocks of good retail. {an2}- There isn’t an experience
in that big box store, right? {an2}It’s kind of one size fits
all, it’s very generic, {an2}I feel like we have this opportunity {an2}to have this be an immersive
Mexican cultural experience. {an2}- Right, so first we
gotta nail this space. {an2}There is science to this,
but a lot of retailers are… {an2}- So, Lynne will bring
that to life in the store, {an2}but we really wanna
communicate that online. {an2}Your website allows us to tell your story. {an2}- Just know that we’re gonna
need to be very closely aligned {an2}with you two, in order to
make sure it’s authentic {an2}and genuine in the translation, yeah? {an2}- So you gotta keep us honest. {an2}Please challenge us on making sure {an2}that it’s feeling authentic, okay? {an2}You can say no. {an2}”No Amanda, that’s terrible.” {an2}(Jose laughs) {an2}- [Lynne] “That’s a terrible idea.” {an2}- [Amanda] “That’s a
terrible idea, Amanda.” {an2}- I would really like to have
a better understanding of {an2}what we’re doing, ‘coz we don’t have {an2}a whole lot of training. {an2}Just being able to, kind
of, funnel our ideas {an2}into something productive. {an2}- So in terms of your life balance, {an2}as well as the fiscal
viability of the store, {an2}is that level, on both ends, sustainable? {an2}- I think we need to be
taking home a little bit more. {an2}There’s things that we,
that we’re skimping on, {an2}you know, dentist visits
or things like that, {an2}that, you know, you need to do, {an2}but that we’ve just been putting off. {an2}- Just something hard,
something I don’t like. {an2}- It’s just long, long days. {an2}At some point, we have
to get to the point where {an2}we don’t have to be here as much, {an2}and that we don’t have to keep pouring {an2}everything back into this store. {an2}- You guys need to give yourselves
a giant pat on your back, {an2}because you’ve been
entrepreneurs for two years, {an2}I mean, that’s very short period of time {an2}in the lifecycle of an entrepreneur, {an2}and it typically takes
at least three years {an2}to get your sea legs. {an2}- But for the piece of
mind, for your family, {an2}we need to make sure that we
can bring in more revenue. {an2}(calm acoustic music) {an2}(crying) {an2}- [Jose] My family just
came into my mind and, {an2}I guess it comes with my
culture, Hispanic culture. {an2}- [Catrina] It’s okay. {an2}- I’m the man, and I’m
supposed to support our family, {an2}and, I don’t know, it was just
something I couldn’t manage, {an2}I guess. {an2}- I think at any given time,
and entrepreneur can feel {an2}the fact that their life
work balance is off. {an2}But I think, when you’re
having a serious conversation {an2}about how to change that,
it kind of comes crashing in {an2}on how the current state
isn’t what you want long-term. {an2}- All of those pressures are
coming at you all at once, {an2}and the fact that you feel
like you’re falling short {an2}in every area doesn’t feel good. {an2}- I’m so glad we’re getting
to work with El Mercado, {an2}because the pressures on this
family right now are enormous. {an2}But so is the opportunity for success. {an2}In order to get there, we’ve
got improvement to make {an2}to the marketing, operations,
and physical space. {an2}And we’ve got the budget to think about, {an2}so Ty, Lynne, and I are meeting up {an2}to plan out the next few months, {an2}and decide where Deluxe’s
dollars will go the furthest. {an2}How do we bring that
Mexican culture to life {an2}within the store? {an2}- Yep, so that’s gonna come through {an2}in how they display the products, {an2}you know, colors on the wall, {an2}how they rearrange the store flow, {an2}the kinds of textures and colors, {an2}and little cultural
influences that we bring in. {an2}- The design element really
is gonna be fairly cheap, {an2}’coz you’re talkin’ about paint, {an2}you’re talkin’ about some tiles, {an2}you’re really just talkin’ about color. {an2}- We reconfigured some things, {an2}like we put the cash rep up front. {an2}And then we’ve moved the wire
transfer business back here. {an2}People have to traverse
through the entire store {an2}to get back there, and hopefully
be inspired to buy and try. {an2}Meat prep is here, this may be, sort of, {an2}future, for the bakery operations. {an2}- Between the equipment needs,
and the visual redesign, {an2}we can accomplish that within the budget, {an2}and I think, from a marketing perspective, {an2}we can do a lot to drive, {an2}you know, not only new store visits, {an2}but repeat store visits. {an2}So we need to build them a website. {an2}We need to make sure that
they’re findable online. {an2}I also wanna help them, kind
of, with branding in general. {an2}We’re gonna be redesigning their logo, {an2}because everything
we’ve been talking about {an2}all works in concert together. {an2}- I think this is gonna be an awesome one. {an2}This is an opportunity of a lifetime, {an2}that somebody can come
in, analyze your business, {an2}give you the best tips
that they possibly can, {an2}and you can benefit from this. {an2}- [Amanda] This process
is going to be a whirlwind {an2}for Jose and Catrina. {an2}They’ll fly to Minneapolis to work {an2}with our Deluxe marketing
team at our creative lab, {an2}sit down with Damon, our financial expert, {an2}and go over the books, {an2}and they’ll work with Ty,
FAME, and local contractors {an2}to renovate the space, {an2}all while continuing to run
their grocery day to day, {an2}and take care of four kids. {an2}It’s a lot, but we’re
starting off on a fun note. {an2}A guided inspiration tour {an2}through some of the twin
cities coolest retail spaces. {an2}- So, first of all, let me welcome you all {an2}to the Midtown Global Market. {an2}We have about 45 different
businesses from around the world. {an2}You know, you begin to see the things {an2}that unite us together, our food. {an2}- And I think that’s our
opportunity at El Mercado, {an2}because it’s not just a grocery store, {an2}we’re gonna build a place
that has communal space {an2}that people can gather. {an2}The minute you create an
experience people wanna go to, {an2}traffic builds momentum, excitement. {an2}You guys have probably noticed this too, {an2}as we’ve been walking around. {an2}This serves a really diverse community. {an2}Everyone’s interested in this
authentic, genuine experience. {an2}- Love the way they have the candy. {an2}- [Lynne] And look at how
much real estate you can get {an2}for little things? {an2}- It’s really neat to walk with
Lynne through these spaces, {an2}because she can point out
how things are working, {an2}and how we can use it in our
store and make it work for us. {an2}- This, over here, too,
this is that notion {an2}of bringing in stenciled
art too, that’s pretty. {an2}- (mumbles) I think is inspiration {an2}because that let me trust
on what we’re doing, {an2}and think that everything is gonna work. {an2}- Look at how efficient this is, {an2}and super inexpensive. {an2}And you can tether ’em to your existing {an2}gondola system. {an2}- It looks great. {an2}Yeah, let’s see what else they’ve got. {an2}- I mean, Catrina, you can
just see her processing, {an2}and thinking about, how to translate it, {an2}and apply it, at El Mercado. {an2}- And look at this, a tamale
recipe that’s super easy. {an2}So they’ve already got everything ready, {an2}and you just have to assemble it. {an2}Seeing how other people
have started small, {an2}and it’s getting bigger and bigger, {an2}and grown into something
really fun to visit, {an2}that’s inspirational. {an2}- Catrina and Jose’s next
step is more stressful, {an2}but an equally important
part of the process. {an2}Diving into the finances. {an2}Luckily, El Mercado’s owners
have well-maintained books, {an2}and a good grasp of their numbers, {an2}so we can focus on specific pricing tweaks {an2}that could have a big
impact on the bottom line. {an2}- So there’s two parts of your business. {an2}The standardized grocery items, {an2}and then there’s the
stuff you make in store. {an2}Your meats, and your
breads, and on the way out, {an2}they’re picking up one or two other items, {an2}you should be charging more
for those staple items, {an2}’coz people are coming
there for that purpose. {an2}- The convenient, it’s more like {an2}the convenience of it, right? {an2}- Yeah, and I’m only guessing here, {an2}that you’re tryna stay
competitive in those staple items. {an2}Would that be right, or not? {an2}- Depends on which one of us you ask. {an2}(Jose and Catrina laugh) {an2}I’m usually the one that’s like, {an2}”Okay, people are picking it
up because they’re in here, {an2}we could go ahead and
add a little more to it.” {an2}And Jose’s more of the, {an2}”We need to keep it at a
very competitive price.” {an2}You kind of feel bad,
people are on a budget. {an2}You kinda just wanna be like, {an2}”Oh, just take it,” you know, {an2}”I’ve got more on the shelf.” {an2}But– {an2}- Every small business has
a right to earn a profit. {an2}- What are you guys,
kinda, paying yourselves, {an2}in terms of, kinda, standard
with the rest of the market? {an2}Like, are you paying
yourselves minimum wage? {an2}Are you… {an2}- (mumbles), or little bit– {an2}- How many hours are you working? {an2}- Exactly.
– I mean, like… (laughs) {an2}’Coz we’re both– {an2}- So you’re making less than minimum wage {an2}from your own business,
where you are working, {an2}kind of, around the clock? {an2}And, when you’re kind of
building backwards from that, {an2}you really do need to be
honest with yourselves about, {an2}like, “What do we want
our annual income to be? {an2}How can I get that up a little bit?” {an2}If each customer, you convince them {an2}to spend 5 to 10 dollars more, {an2}think about what that could do {an2}over the course of the
week, or a month, or… {an2}- With the items priced properly– {an2}- Right, right, that’s key.
(all laugh) {an2}So we’re gonna give you
some homework, aren’t we? {an2}(all laugh) {an2}- That small change will really
improve El Mercado’s margin, {an2}and we can multiply that
effect if we also increase {an2}the store’s gross revenue. {an2}That means bringing more
people into the shop, {an2}and encouraging them to buy
more once they’re inside. {an2}It’s time for the marketing
team at Deluxe to go to work. {an2}- Jose and Catrina, from El
Mercado, they’re doing well {an2}but it’s not sustainable. {an2}We have to get them to a place where {an2}their sales are a little bit healthier {an2}than they are right
now, and the key to that {an2}is reaching out beyond
the Hispanic demographic {an2}that’s in Searcy. {an2}- I think that a good approach
would be to use Spanish, {an2}as well as English, headers. {an2}- Right, and this gives
us a really great chance {an2}to use some really nice
visuals and photos. {an2}- I mean, you don’t have to
take a flight to go to Mexico {an2}to eat really incredible tasting food. {an2}You have it right in your backyard, {an2}so why wouldn’t you
walk through that door? {an2}- And back in Searcy, {an2}El Mercado’s physical
transformation has already begun. {an2}- Walking into El Mercado, the first time, {an2}and seeing, like, how
the place was laid out, {an2}and how sorta sparse it looked. {an2}What’s fun for me, is, like, {an2}there’s so much potential there. {an2}I love people just
rolling up their sleeves {an2}and getting it done, to
make something better. {an2}- Jose, last time I was
here, you had me taste {an2}some of that delicious cartilage, {an2}and I’ll never forget it,
(Jose and Camilo laugh) {an2}but I do know that you guys
also serve other things, {an2}besides cartilage. {an2}What do you need in your
kitchen to bring out more food? {an2}- I think we can use a bigger freezer too. {an2}- What you might wanna think about, {an2}getting you a couple more coolers, {an2}but then maybe building up
a kitchen area a little bit. {an2}Deluxe paid for, you know, the
wood and whatever you need, {an2}you can do a lot of this yourself, right? {an2}- I can help with that. {an2}- What about you? {an2}So, like, where do you hang out? {an2}- There’s a back, back over there, and… {an2}- [Ty] That’s where you
hang out, in the back room? {an2}- Yeah. {an2}- Look, maybe there’s a little something {an2}we can do back there, you know,
make it better for the kids. {an2}- I like what you’re thinking there. {an2}- Yeah, I think we could do that. {an2}(Ty and Cameron laugh) {an2}- [Woman] Commercial
products for El Mercado. {an2}- Yes, so, one of my favorite things, {an2}it’s a tried and true, is the pen. {an2}People signing receipts,
hopefully they will pick it up {an2}and take it with them, and
then it lets everyone know {an2}about El Mercado. {an2}- We have here your mood board, {an2}which is ultimately a
feeling of what your shop {an2}is gonna present to the
people to get them to come in. {an2}So, from a Minnesotan Scandinavian guy, {an2}does this feel authentic to you? {an2}- The colors hit the nail on the head. {an2}The terracotta color, and then the tile, {an2}they get to experience,
and when they come in, {an2}a little bit of Mexico. {an2}Which is, like, what I
think of when I see that, {an2}”Bienvenidos,” part,
with the town next to it. {an2}I think you guys are right on. {an2}- Yes, I like it. {an2}(all laugh) {an2}- So, shall we talk about logos? {an2}(Mexican guitar music) {an2}- Then the next question was, {an2}”What is your actual name
gonna be of your business? {an2}And how do we incorporate
that in your logo?” {an2}- (laughs) Yeah. {an2}Shall we call it Cavadas or
should we call it Mercado? {an2}El Mercado’s nice and bold. {an2}- And then when we asked
you what your customers, {an2}how they name you, and
you said El Mercado. {an2}- I really like the two
that have the bold font, {an2}because whenever somebody goes by, {an2}they may not know what El Mercado is, {an2}but then they can see the tagline {an2}grocery, meats, and bakery, {an2}which, I was like, {an2}- Self-explanatory.
– “Sold.” (laughs) {an2}- Just even being that much more specific, {an2}really just kinda helps
– Then you know what {an2}to expect. {an2}- Absolutely, yeah. {an2}But it’s more than just a logo, {an2}and it’s more than just colors. {an2}It’s kinda how all these things
work in concert together, {an2}part of that, kind of,
that full brand expression. {an2}Can we talk about t-shirts for a second? {an2}We feel like it’d be really cool {an2}to do some statement t-shirts. {an2}I think you would want
to wear those with pride, {an2}to advocate for a love an
appreciation for Mexican culture. {an2}- Like in (speaks in foreign language). {an2}(laughs) {an2}(speaks in foreign language), {an2}like, whenever you go and visit somebody, {an2}they’ll say, “This is your house.” {an2}- Come to our (speaks
in foreign language), {an2}you have your house there. {an2}- Oh, I like that, I like that, yeah. {an2}After weeks of working on
the marketing materials {an2}back at Deluxe, I can’t
wait to get into the store {an2}and see FAME’s design in action, {an2}and we’ve got a few surprises of our own {an2}to share with Jose and Catrina. {an2}(upbeat music) {an2}Oh, the new sign looks incredible. {an2}We’ve cleared out the windows… {an2}- And the tagline, people
have already stopped {an2}and asked for bakery
items, so it’s working. {an2}- Okay, good!
(Catrina laughs) {an2}- We haven’t seen, like,
the big, like, reveal. {an2}(gentle guitar music) {an2}(all laughing excitedly) {an2}- [Catrina] It’s incredible! {an2}Oh my gosh, it looks so good!
– Thank you. {an2}- [Amanda] It doesn’t even
look like the same place. {an2}- It feels like that
immersive Hispanic market, {an2}like we were talking about. {an2}We’ve had so many people
come in, and just stop and, {an2}like, look around. {an2}”Am I in the right place?” {an2}One guy came in, looked around, he’s like, {an2}”Oh, for a second I thought
I was back home in Mexico. {an2}This reminds me so much
of a store back home.” {an2}So I was really excited
to get that reaction {an2}’coz that’s exactly
what we were going for. {an2}- Talk to me about how
this is working out now, {an2}having the cash rep on
this side of the store, {an2}versus the other side? {an2}- I really love it there, {an2}feels closer to our friends, customers. {an2}- We love these shelves.
– I remember where {an2}we saw that! {an2}- I liked the wood look, {an2}and you can put a lot of
different things in there. {an2}- It’s a good way for the product to pop. {an2}- [Amanda] And these table
and chairs look great here, {an2}and we’ve got the bakery case full. {an2}- [Catrina] So now, with Deluxe’s help, {an2}we have everything we
need, equipment wise. {an2}In the back we have the bakery area, {an2}with a new oven that Deluxe bought for us, {an2}and a baker’s rack, so
we’re really excited {an2}about starting to make bread. {an2}- I love where you put
the money transfer too, {an2}because we talked a lot {an2}about the need for privacy around that, {an2}and, again, it’s encouraging
this through the store effort, {an2}versus being able to stop
just at the cash rep. {an2}- [Lynne] Just reorganizing,
compartmentalizing, {an2}it has made this easy on the eye. {an2}- But, I mean, this just looks so modern, {an2}yet I have that immersive feel. {an2}It’s really great. {an2}Now it’s our turn to show them {an2}what we’ve been working on, {an2}and that starts with the website. {an2}Ready? {an2}Okay, there! {an2}- Wow. {an2}- That’s amazing with that, {an2}eggs in the background.
– Mm-hmm. {an2}We’re going to, right away,
talk about the departments. {an2}So meats, bakery, and grocery, {an2}and if people click on
them, they can go in {an2}and explore them further. {an2}- I love how the icons tie into the store, {an2}so when they come in they’ll know, {an2}like, right where stuff is. {an2}- [Amanda] And then Camilo
and his farm-fresh eggs, {an2}and we wanna make sure
that we tell that story. {an2}- He’s gonna be so excited. (laughs) {an2}- Then we also wanted to make sure {an2}that we included the exchange rates, {an2}right here on the homepage, {an2}’coz we know that you get
a lotta calls about that. {an2}So this is what’s called a plug-in. {an2}So essentially, it means
you don’t have to go in {an2}and update the exchange rates. {an2}- Oh, that’s great.
– So this plug-in {an2}is doing it for you. {an2}The design and layout of the
website are what everyone sees, {an2}but there’s a whole other
discipline that we have to apply {an2}to crafting El Mercado’s online presence. {an2}So we made sure to include
keywords within the copy, {an2}so if people are searching
for those kinds of products, {an2}your website is more
likely to be pulled up. {an2}It’s a behind the scenes of
how the internet sorts data. {an2}Everything from how Google
prioritizes searches, {an2}to which listing and review
sites people use the most {an2}when looking for a grocery store. {an2}The week after we listed you on Yelp, {an2}you had 30 visits to your Yelp page, {an2}so there is definitely volume
and activity around there. {an2}But much the work that Lynne and FAME did {an2}in the beautiful store, {an2}building a website is one part
science, and one part art. {an2}One of the most important
things it allows you to do {an2}is tell your story, and that
is unique and authentic to you. {an2}Look at these beautiful children! {an2}- [Catrina] (laughs) Yes. {an2}- You want people to understand
that when they come here, {an2}they’re supporting a family
with an incredible mission {an2}to bring Mexican culture to this town. {an2}- It’s such a beautiful way {an2}in which you’ve integrated
that photography. {an2}Your children, and your animals, and, {an2}I mean, it’s just, it’s so great, {an2}’coz very, very few
businesses can do that. {an2}- You also can just tell the difference {an2}between stock photography,
that most businesses use, {an2}and when you take the time, and expense, {an2}to go through and invest in
real, authentic photography. {an2}- Yeah, I love it. {an2}- Now, can I show you what
your logo looks like on {an2}things? {an2}- [Catrina] I would love to see it. {an2}- Okay. {an2}A well-branded website can go a long way {an2}to making a business feel real, {an2}but there’s something about
good ol’ fashioned swag {an2}that’s hard to beat,
and we’re always looking {an2}for an opportunity to create
something that’s truly unique {an2}to this business. {an2}- Branded t-shirts. {an2}Not only is it your brand walking around, {an2}but we have created a series
with statements as well, {an2}that we think are really important. {an2}(upbeat music) {an2}- The shirts were just a huge plus. {an2}I feel like they really ring
true to the kinda spirit {an2}that we’re going for here at the store. {an2}- Then we have this really great apron. {an2}Put it on, {an2}look at that!
– Very professional. {an2}- That is a legitimate butcher, {an2}look at this.
– Look at that. {an2}- Looks good. {an2}Look at him strike a
pose too, I love that. {an2}- [Catrina] (laughs)
That didn’t take, like… {an2}- First time we sat down
with Jose and Catrina, {an2}you could just see the
level of stress and burden. {an2}It’s really fulfilling for me, {an2}seeing everyone’s just focused on, {an2}”What can we do to make this better?” {an2}- We just feel super blessed
that Deluxe chose us. {an2}- It looks awesome. (laughs) {an2}- Well, and a lotta elbow grease, {an2}from you and your family too. {an2}This doesn’t just happen. {an2}- So can I show you one more thing? {an2}- So exciting.
– This is so exciting. {an2}- (laughs) This looks like a living room. {an2}This is amazing. {an2}And the games, they’re gonna love it. {an2}Oh my word. {an2}- The photos look great too. {an2}- We know how important
family is to Jose and Catrina, {an2}and Jose has made a huge sacrifice
in being so far from his. {an2}He’s worked tirelessly to
bring a piece of his home {an2}with him here, to Searcy. {an2}So today, we’re surprising Jose {an2}by bringing a piece of home to him. {an2}(inspirational music) {an2}(laughing) {an2}(Jose mumbles) {an2}- (speaks in foreign language) {an2}(laughing) {an2}- I think we both had parents that, {an2}that taught us a lot about how to work, {an2}and work ethic, and I think
that’s probably one of {an2}the things that drew us
together in the beginning, {an2}is that family was just really essential. {an2}I think it was kind of
natural for us to try to, {an2}kinda treat people like
family when they come in, {an2}and just create family for people {an2}that don’t have family here. {an2}(violin music) {an2}- [Amanda] Immigrants represent {an2}about 13% of the US population, {an2}but they start over 28% of the businesses. {an2}It’s one of the things that
makes America truly special. {an2}In a small town, in central Arkansas, {an2}you can find an authentic Mexican grocery, {an2}and it’s families like this
one that give us that gift. {an2}(slow violin music) {an2}A new logo was just the
ticket for El Mercado. {an2}Visit deluxe.com/revolution {an2}for help bringing your
marketing and branding {an2}visions to life. {an2}- [Narrator] Numa is a yoga studio {an2}that empowers its clientele by focusing on {an2}the mind, body, and spirit. {an2}- The very first time I’ve
really felt like I connected, {an2}I started crying. {an2}- [Narrator] But operating three locations {an2}has them stretched too thin. {an2}- I think we bit off more
than what we could chew. {an2}Was I arrogant thinking we could do this? {an2}- [Narrator] Can Deluxe and
the Small Business Revolution {an2}help these two entrepreneurs {an2}to realize their full potential? {an2}- Numa could become a household name. {an2}The sky’s the limit. {an2}- [Narrator] On the next episode {an2}of Small Business Revolution Main Street.

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