Soriana Organization

Soriana (trade name of Tiendas Soriana, S.A. de C.V., subsidiary of Organización Soriana S.A.B. de C.V.), is a Mexican chain of supermarkets and stores, founded in 1968 by brothers Francisco and Armando Martín Borque in Torreón, Coahuila, Mexico, although originally its first department store was opened in that city in 1905.

History

The chain was originally born in Torreón, Coahuila, Mexico in 1905, the date on which Don Pascual Borque opened a store called "La Soriana", which was dedicated to marketing fabrics and fibers. The establishment also sold wholesale merchandise, covering the Lagunera region and a large part of the mountains of Chihuahua and Sonora. In 1926, the brothers Francisco and Armando Martín Borque, nephews of Don Pascual, arrived at the Port of Veracruz from Spain and They moved to the city of Torreón, and in the 1930s they joined the family business. It should be noted that the store takes its name from the Spanish municipality of Soria, where both Don Pascual and his nephews were originally from.

During the 1950s, under the direction of Don Armando and Don Francisco, important changes began to occur in the business strategy, one of the most relevant being the promotion of retail sales by introducing the system. self-service sales in 1958. In 1968, he opened his first supermarket (Soriana Centro) in Torreón, Coahuila, Mexico. In 1974, its first store was opened in Monterrey, Nuevo León, Mexico (Soriana Vallarta) and in Durango (Soriana Centro). In 1986, his first store was founded in Reynosa, Tamaulipas, Mexico, (Soriana Hidalgo), one of the cities with the most branches, with 7 throughout the city. In the 1980s, the Martín Borque brothers had serious differences that led them to separate businessly, so Don Francisco continued to run Soriana with the company name "Tiendas de Discount del Nazas" (Sorimex), and Don Armando traveled to the city of Monterrey, Nuevo León, Mexico to later create the Hipermart store chain, which had the corporate name "Sultana Discount Stores" (Soriana Organization), establishing its first commercial and corporate center on Independencia Blvd. in the city of Torreón. In the 90s, they joined forces again and merged both chains, leaving the company name as "Soriana Shopping Centers", and as it is now called "Tiendas Soriana". Since September 30, 1987, it has been listed on the Mexican Stock Exchange. In 1993, after several years in the Álvarez Building on Blvd. Miguel Alemán in the city of Gómez Palacio, Durango, Mexico, and on the upper floor of the Hipermart Independencia shopping center in Torreón, Coahuila, Mexico, the offices that were there were moved to the city of Monterrey, Nuevo León, Mexico, from where the main operations were already being directed, located since then on the corner of Alejandro de Rodas and Paseo de las Estrellas, a few meters from the Soriana Cumbres store. In 1994, it began operations in the center of the country with two stores in the city of Guadalajara, Jalisco, Mexico (Bugambilias and Río Nilo) and two others in the state of Guanajuato, Soriana Híper Malecón in the city of León, Guanajuato, Mexico and Jacarandas in the city of Irapuato, Guanajuato, Mexico, in addition to the stores in the states of Aguascalientes and Zacatecas, which were part of Sorimex, in that same year the only branch in the Pacific at that time (Carrusel in Tijuana, Baja) was closed California, Mexico), also part of Sorimex, due to an agreement they had with Casa Ley, and later, it was replaced by a Comercial Mexicana store (which currently ceased operations), which was ultimately acquired by the Monterrey company in in 2015. However, in 1999 that pact was broken and Soriana opened its first store in the Pacific in the city of Culiacán, Sinaloa, Mexico. In 1995, Soriana opened its first store in the city of Tampico, Tamaulipas, Mexico (Soriana Hiper Ejercito).

News

Business and commercially, Soriana competes primarily with Walmart, Chedraui, Alsuper, Casa Ley and H-E-B. It was common to see tickets from the Walmart, Bodega Aurrerá, Superama, Alsuper, S-Mart, Chedraui, H-E-B and Casa Ley chains stuck on the cards showing that these items were cheaper on the day the purchase was made. purchase recorded in the note. Until 2008, Tiendas Soriana had made a strategic alliance with Comercial Mexicana and Tiendas Gigante, to compete against Walmart.

Soriana maintains a permanent promotion with a points card system originally as "Tarjeta del Aprecio" since 2000, (in 2009, known as "Mi Ahorro"; from 2014, "Recompensas Soriana") and since 2018 also how "Soriana Payback Rewards" due to the change of Comercial Mexicana, where products give away points to obtain discounts or free products and in general merchandise electronic money is given away.

Currently it has a presence in the 32 states of the Republic. It has 650 branches in 208 cities with some 3.1 million m² of sales floor.^{[citation required]} Its stores are divided into seven formats: Soriana Híper Plus, Soriana Híper, Mega Soriana, Soriana Súper, Soriana Market, Winery Soriana, Soriana Express, a membership pricing club City Club and the convenience store chain Super City. Account with a logistics network, it is made up of 14 Distribution Centers strategically located in 8 states of the country.

Soriana has its origins in the lagoon region, however its consolidation has developed in Monterrey, the current residence of its corporate headquarters. It also operates a fruit and vegetable manufacturing center called AMPUERO, which exports high quality products to several locations in the United States.

Historical investments

Due to a voluntary divestiture decided by Grupo Gigante, on December 6, 2007, it acquired the Grupo Gigante stores, for 1,350 million dollars plus the value of the inventories of the acquired stores. With this purchase, Soriana achieves increase its sales floor capacity by 47% and manages to consolidate itself as the 2nd supermarket operator in Mexico, only behind Walmart.

On January 29, 2015, it acquired a large part of Comercial Mexicana stores in its Tienda, Mega, Bodega and Alprecio formats, including its emblematic Julio Regalado promotion, said operation was approved by the Federal Competition Commission Economic, however, this operation was conditioned, either to refrain from acquiring some stores or to buy them and later sell them, which were accepted on October 12, 2015, within the conditions accepted by the company, 14 stores were retained by the new company called La Comer, while 12 will be sold to third parties, the company operates the Comercial Mexicana formats from January 1, 2016 to May 2018.

In April 2016, Soriana reached an agreement with the Chilean company Falabella, creating an alliance that would consist of the development of two of its businesses, such as Sodimac home improvement stores and CMR financial products, and for the arrival in Mexico of the construction and household goods chain called Sodimac, thus opening its first branch in August 2018 in the municipality of Cuatitlán Izcalli in the State of Mexico.

Formats

Soriana Híper

Main format of the chain created in 1968, whose store format focuses on consumers located in cities with more than 150,000 inhabitants, which have an average sales floor area of 7,000 square meters. They operate under the retail sales scheme, in which they handle a wide assortment of merchandise with 50,000 SKU's from the clothing, general merchandise, grocery and perishable food divisions. They have a shopping gallery made up of 40 or 50 small stores that the Company rents to third parties, who market products and services to the consumer.

Its competitors are Walmart Supercenter of the Walmart Group; Chedraui from Grupo Comercial Chedraui; Casa Ley in its European Fiesta Ley format (Hypermarket), and La Comer, from Grupo La Comer. Before 2016, it competed against Comercial Mexicana, from Controladora Comercial Mexicana. Most of the Tiendas Gigante were converted into Soriana Plus before the change to Híper. In 2018, Soriana converted part of the 47 Mexican Commercial Store formats to Soriana Híper, mainly in areas of northern Mexico, as well as in the States of Sinaloa, Sonora and Baja California Sur, and the cities of Zamora, Michoacán and Celaya, Guanajuato. In Baja California Norte, Soriana virtually converted 14 Comercial Mexicana stores into Soriana Híper.

Soriana Híper Plus

Before the purchase of Gigante, this format was known as Soriana Plus in some cities on a trial basis. It is a subformat of the Soriana Híper stores located in areas with high purchasing power customers. This format was designed to provide, in addition to what Soriana Híper offers, high-value products such as wines or gourmet foods, in which its merchandise level extends to 60,000 SKU's in addition to its stores being redesigned. The Híper Polanco branch, in Plaza Miyana; located in the Polanco neighborhood in Mexico City, it is considered a Soriana Híper Plus. Its competitors are HEB, La Comer of Grupo La Comer, Walmart Supercenter of Grupo Walmart; and Selecto Chedraui from Grupo Comercial Chedraui. Before 2016, it partially competed against Comercial Mexicana in its Mega Comercial Mexicana format.

Soriana Mercado

Format created in 2003. They are stores with an average sales floor area of 5,000 square meters, focused on cities with less than 100,000 inhabitants and popular areas in large cities where it is not possible to locate a Soriana Híper. They handle the products with the highest turnover in the hypermarkets of the grocery, perishable, and a selection of clothing and general merchandise products. They are stores with modest decoration, with a good level of comfort. They have a sales floor area between 4,500 and 5,000 square meters. In some cities, Soriana Mercado changes to Híper if there is more demand than the store covers; so the transition is noticeable in the design. Its direct competition are stores such as Bodega Aurrerá of the Walmart Group; Chedraui in its Chedraui and Súper Che formats; and Casa Ley in its Casa Ley " Compact Party'. Before 2016, it competed against Comercial Mexicana in its Bodega Comercial Mexicana format. Most of the Bodegas Gigante and some selected Gigante stores became Soriana Mercado. In 2018, Soriana converted part of the 32 Bodega Comercial Mexicana formats to this format, mainly in the south-central part of the country, and with the exception of those that retained the Bodega name in central Mexico temporarily until their format change to MEGA Soriana.

Soriana Super

Format created in 2008 based on the original Super Gigante stores. They are stores with an average sales floor area of 2,500 square meters and are located mainly in two areas: areas with a medium and high income population or in areas where it is not possible to locate a Soriana Híper. Some cities where there were many Gigante stores were converted to Soriana Súper. They are stores that handle daily consumption products such as Groceries, Perishables and Prepared Foods. As a supermarket format, its competitors are Calimax; La Comer in its Fresko and Sumesa formats; Walmart Group and its Superama format; Casa Ley and its Súper Ley and Súper Ley Express formats; Chedraui and its formats Selecto Súper Chedraui and Selecto Chedraui and Aka Superbodega, from Grupo Arteli. All the Super G were converted into Soriana Super; in addition to some Gigante stores, Bodegas Gigante and most of the Súper MAZ stores.

Soriana Express

Format created in 2010 based on areas, cities or towns where neither Soriana Híper nor Mercado Soriana is feasible; suitable for cities with 10,000 to 90,000 inhabitants. They are stores with an average sales area of 1,500 square meters and are located mainly in areas with a medium and low income population, in which they offer everything necessary to satisfy the consumption needs in populations where it is present such as groceries, clothing, perishables and general merchandise in a moderate but complete way. In the sector, they compete mainly with the Mi Bodega Aurrerá stores of the Walmart Group; Ley Express de Casa Ley Super Kompras Micro de Súper Kompras; Super Che from Grupo Chedraui and local independent stores. Before 2016 it competed with Alprecio, from Comercial Mexicana; Some Gigante, Bodega Gigante and Súper Maz stores of Grupo Gigante where these requirements were met were converted into Soriana Express.

MEGA Soriana

Derived from the purchase and sale of Comercial Mexicana to Soriana, the store analyzed the proposal of the Mega Comercial Mexicana hypermarket and, once the license to operate the Comercial Mexicana brand was terminated, Tiendas Soriana would retain the name “MEGA”, from of the acquisition of 70 properties assigned with the name. Of all the formats, MEGA is a store format whose average sales floor area is between 7,500 and 14,000 square meters and that Soriana assimilated and maintained from the previous Comercial Mexicana. Its interiors are similar to the recent and latest designs of the Comercial Mexicana stores before their reinvention as La Comer; including its cafeteria and pastry brands, as well as some renovations to neglected stores by Comercial Mexicana.

This store concept handles a wide assortment of merchandise with 60,000 SKU's, in which they handle, in addition to what the Soriana Híper stores offer, products such as gourmet foods and wines, as well as services in which they handle its predecessor MEGA Comercial Mexicana before its transition to MEGA Soriana, such as Grand Café, Bocatto and Fábrica de Quesos. This movement was confirmed with the conversion of the Híper División del Norte branch in Mexico City; which now remains as Mega Soriana. In 2017, six Comercial Mexicana stores, one branch in Bodega format and one Mega Comercial Mexicana were converted into Mega Soriana; Since March 1, 2018, the official transition to this format has been made with the modification of the Comercial Mexicana website and social networks, as well as the replacement of the distinctive pelican logo of Comercial Mexicana with the heart of Soriana in large part of the existing units. All the branches in these areas that previously had the Comercial Mexicana and Mega Comercial Mexicana formats were converted into Mega Soriana, as well as some Bodega Comercial Mexicana units in the states of the Mexican Republic such as the State of Mexico, Guerrero, Hidalgo, San Luis Potosí and Morelos. In their megamarket profile, they partially compete with HEB; La Comer Group La Comer; Walmart Supercenter of the Walmart Group; and Chedraui in its Chedraui and Selecto Chedraui formats.

Between 2022 and 2023, the disappearance of this format begins with the Pilares, Tlatelolco and Gran Sur branches changing to the Híper format, as well as all the MEGA Soriana branches changing to Soriana Híper.

Soriana Winery

Format created in 2018, aimed at the same population segment as Soriana Mercado, but with characteristics between a Mega Soriana and a Soriana Mercado. Inherited and assimilated from the "Bodega Comercial Mexicana" acquired in 2015, originally there were no plans to retain the Bodega brand within Soriana's portfolio, however, the high recognition of this brand caused Soriana to maintain it temporarily, mainly in central Mexico, where there were a large number of stores with this trade mark. Most of the Bodega Comercial Mexicana stores in Mexico City switched to this format, as well as most of the branches in the rest of central Mexico. The AlPrecio stores that remained open in the State of Mexico and Morelos also switched to this format. Later, most of the branches of this format changed to the Soriana Mercado format and 4 stores were converted into MEGA Soriana. Its direct competition are stores such as Bodega Aurrerá from Walmart de México and Chedraui in its Chedraui and Súper Che formats.

Soriana Super VIP and Soriana Supermarket

It is the premium format of Soriana Súper created in 2011 where only grocery products and imported foods such as exotic meats are handled. The first branch with a VIP format was installed in the foundations where Soriana Súper Marne was, a store that was previously part of Gigante, and some time ago of Autodescuento; The premium version of this supermarket has been known as Soriana Supermarket, with the “Misión San José” branch being the first of its kind. Although the final name of this format is not defined, these brands are part of Soriana Súper for high-end socioeconomic sectors. As a premium supermarket format, its main competitors are store chains such as Aladino's; Walmart in its Superama format; Super Ley Express from Casa Ley; Chedraui in its Selecto Super Chedraui and Selecto Chedraui and City Market formats from Grupo La Comer.

Other formats

In addition to hypermarket and supermarket formats through six different brands, Orden Soriana operates convenience store, price club, and home improvement formats.

City Club

Format created in 2002, which consists of stores that have an area between 7,000 and 11,000 square meters of sales floor to which there is entry only by paying a membership and are focused on families with high volume of consumption and customers institutional (hospitals, hotels, restaurants and small merchants). They operate under the wholesale and half-wholesale sales scheme, present the products in large containers and/or multiple packages, operate with large purchase volumes and low marketing margins. They manage 5,000 SKUs from the grocery, perishables, clothing and general merchandise divisions. They compete directly with the Sam's Club formats of Walmart of Mexico and Central America, Costco Wholesale and Casa Ley in their Ley Mayoreo and Ley Súper Mayoreo formats. It was decided to convert Gigante properties to this format where there was already Soriana nearby or where there were two Gigante branches and one of the two buildings had already been converted.

Super City Convenience Stores

Format created in 2005. They are stores under the convenience format which have a sales surface area between 70 to 80 m2 and no longer operate under the franchise system. Its main competitors are Cadena Comercial Oxxo of the FEMSA group, 7-Eleven of Casa Chapa and Cadena Comercial Extra of the Grupo Modelo; today already in union with the Círculo K franchise.

Sodimac Homecenter

In 2016, Soriana entered into a collaboration agreement with the Chilean retail company Falabella for the opening of Sodimac chain stores in Mexican territory. The agreement gives Soriana and Falabella equal 50-50 control of Sodimac's Mexican subsidiary. Its first store opened on August 3, 2018 in the municipality of Cuautitlán Izcalli, State of Mexico in the metropolitan area of the Valley of Mexico, next to a Mega Soriana supermarket. Other openings have occurred in the municipalities of Tlalnepantla and Naucalpan in the same state, in the municipality of Cuernavaca in the state of Morelos, as well as in the states of Veracruz and San Luis Potosí. In 2021 they arrived in the state of Nuevo León with 2 branches: Sendero and Santa Catarina; in both cases, to premises where a Lowe's was located.

These stores are formats dedicated to the sale of construction material (Sodimac Constructor), hardware, home improvement and DIY, as well as services related to these activities, and installed on properties where Soriana already had another of its formats (especially those of the Mega Soriana format). Its main competitor at the national level is the North American The Home Depot, as well as local hardware stores such as Fix Ferreterías and Comex. Due to the type of division of its departments, it also competes indirectly against The Home Store, from Grupo Gigante, and Bed Bath & Beyond. Before leaving the Mexican market, it also competed against the North American Lowe's.

Slogans and promotions

Slogans used

• 1974: All roads lead to Soriana.
• 1979: Where Every Day is Good Day.
• 1988: Answer when you need it more.
• 1990: Before buying...Compare (Soriana Sultana).
• 1990: Best to Best Price (Soriana Nazas).
• 1991: It's Sensational!
• 1992: With confidence!
  • The Northern Self Pride (Soriana Sultana).
  • The Best of Us For You (Soriana Sultana)
• 1993: To the Soriana Style As you like (Soriana Nazas).
• 1993: At the end of Accounts... it's cheaper!
• 1994: Finally, we serve you with the best (in reference to the merger between those two companies).
• 1996: In Suma you pay less.
• 1999, 2011: Our Prices speak.
• 2000: A Price For You.
• 2001: The Best Offers at the Lower Prices.
• 2002: The Lower Price Guaranteed.
• 2004: More than 1,000 daily offers, more than 30,000 monthly offers!
  • Official sponsor of the Mexican Olympic Team, in reference to the Athens 2004 Olympic Games.
• 2006: The Official Selection Self-Service Store.
• 2007: The Formula to Save are the points of Soriana.
• 2007: Save more, enjoy more (Frase used previously in Giant Supermarkets).
• 2008: Super Mexican, I appreciate you. (The slogan of 2000 is resumed by emphasizing the nationality of the store, in response to the American Walmart.)
• 2009: At the end of the story... Soriana is very cheap! (Reinvention of the 1993 sentence, emphasizing the noun “cheap”).
• 2010: The Low Prices are Forever.
  • Saving the prices of my dreams.
  • Soriana is Baratísimo, Although you do not believe it (Frase parody of the TV program Even though you do not believe it!, Ripley).
  • The Fall of the Low Prices. (Frase in response to the icon of Bodega Aurrerá, «Mom.»).
  • Soriana: The Mexican chain (Frase used in September).
  • Soriana Accepts The Challenge (Frase in response to “Ticket Challenge”, made by Walmart.
• 2011: In Soriana we show appreciation for you.
  • October 2011-December 2012: The Super for Shopping (Soriana Híper)
  • October 2011-December 2012: It's part of my family (Sorian Market)
  • October 2011-December 2012: To you (Soriana Super)

• 2012: The Netherlands Prices of Mexico (Soriana Híper)

• 2013: Do it, Hiper, Saving!
  • Do it Super, Saving!
  • I Alcanza For More (Sorian Market)
• 2015: We change with you.
  • Heart Actions
• 2016: «Built: July is “The Most Gifted”; in Soriana and Comercial Mexicana» (used between June and August after the acquisition of more than 100 disincorporated shops of Mexican Commercial due to its re-establishment. First Julio Regalado programmed in Soriana.
• 2017: Mexico is our home, we are Soriana family (Frase in response to the Mexican origin of the shop, following the nationalism that emerged from the triumph of Donald Trump).
  • March 2017: Together we are better (Used in transition of Mexican commercial branches in Baja California and Zamora, Michoacán a Soriana Híper, as well as in Mega Soriana North Division)
  • June - August 2017: Julio Regalado es El Más Mexicano (Frase in the campaign of Julio Regalado; shared by transition with Comercial Mexicana)
  • September - October 2017: In Soriana, we are family with Mexico (Frase engendered following the earthquakes in Chiapas and Puebla, which occurred in 2017)
  • December 2017: Meet your wishes and multiply your savings (Law for Christmas Sales; Share by Transition with Mexican Commercial).
• 2018: I save my taste (Mega Soriana, Híper and Super; shared by transition with Mexican Commercial until May)
  • October - November 2018: 50 years of family with Mexico (Mega Soriana, Híper and Super)
  • June - August 2018: Real offers only in Julio Regalado (Mega Soriana, Híper and Super)
  • January - February 2018: Re-Rebajas (Mega Soriana, Híper and Super; shared by transition with Mexican Commercial)
  • Tuesday and Wednesday of the Field; Nature at your table (Mega Soriana, Híper and Super; shared by transition with Mexican Commercial. Frase of Tuesday and Wednesday of fruits and vegetables).
  • Cheaper and cheaper (Soriana Mercado y Express).

• 2019: June - August 2019: Julio is Regalado, only in Soriana! (Frase in Julio Regalado campaign - Mega Soriana, Híper and Super)
• 2020: In Soriana, we are family with Mexico (Reusing the phrase used in 2017, due to the COVID-19 pandemic.)
  • June - August 2020: This Julio Regalado and always in Soriana, Somos Familia con México (Frase in the campaign of Julio Regalado, Mega Soriana, Híper and Super)
  • August 2020 - news: Soriana, that of all Mexicans
• 2021: June - August 2020: You ask, Julio Regalado commands (Frase in campaign of Julio Regalado, Mega Soriana, Hyper and Super) You ask Julio Regalado
• 2022: June - August 2020: With Julio lo Regalado arrives (Frase in the campaign of Julio Regalado, Mega Soriana, Híper and Super)
• 2023: June - August 2023: With July of your side everything is Regalado (Frase in campaign of Julio Regalado, Mega Soriana, Hyper and Super)

Julio Regalado

As of January 4, 2016, Soriana takes control and operations of “Julio Regalado”. Originally conceived by Controladora Comercial Mexicana, this commercial campaign had been founded in 1982 for Tiendas, Bodegas, Mega and recently, the Al Precio format. As a public figure, he is a character that has been played by Sergio Corona, Nando Estevane (who wore a costume) and Alejandro Herrera; The current actor who plays him is Miguel Hoffman. His range of discounts ranges from "2x1", "3x2", "4x2" type offers and predetermined discounts. The products benefiting from the discounts included groceries, hardware, appliances, consumer electronics, cell phones, basic “baskets,” among others. Except for rare occasions due to the FIFA World Cup (an event that normally begins in the first weeks of June), the aforementioned campaign began at the end of June and ended in the first eleven days of August; to successfully cover (as the name suggests) the month of July. As an advertising campaign, it also competes with “Temporada Naranja” by Grupo La Comer; And at the time with Carrito, and Mamá Lucha, from Grupo Walmart, Chonchito from Grupo Comercial Chedraui, Don Ahorrelio from Alsuper, Verano Loco from H-E-B, La Feria del Ahorro from Casa Ley, and Las Súper Offers de Verano from Oxxo, owned by FEMSA. Currently, he lives through social networks (Facebook, Twitter, Spotify) and has made presentations on news programs such as Multimedios Televisión in Monterrey, Nuevo León mainly.

Distinctions

Soriana has the H Distinction, in the Baking and Prepared Foods Departments, in almost all of its stores.^{[citation required]} The H Distinction is a Mexican certification which indirectly promotes hygiene and health practices in food preparation, and is granted by the Ministry of Tourism of Mexico (SECTUR) and endorsed by the Ministry of Health of Mexico (SSA).

Own brand

Soriana has about 1000 own brand products. Some of these brands are: VIOS (Electronics and Cellular Telephony); Valley Foods, Always Save, Viany, North Creek, Bosellini, Hipermart, PidoMano, Soriana Premium Quality, Auto vid and Old Style beers. As part of the Comercial Mexicana transition to Soriana, it currently shares the brands cobia (Electronics and Cellular Telephony), Precíssimo, Altea, Valley Foods, Trainer's Choice and Nodrim with the MEGA stores Soriana, Bodega Soriana and Al Precio; replacing the formats that previously belonged to the now called Grupo La Comer.

Other businesses

• Martins Restaurants: Restaurants located in the states of Nuevo León, (Monterrey, San Nicolás de los Garza and San Pedro Garza Garcia), Tamaulipas (Ciudad Victoria), Coahuila (Torreón y Saltillo), and Gomez Palacio, Durango. They compete mainly with Alsea Group Vips, Giant Group Toks, CMR Group Wings and Carso Group Sanborn's.
• Rancho Don Francisco: Rancho cattle ranch dedicated to the breeding of reses for its subsequent process and transformation into fine meat managed as its own brand in Plus, Hiper and Super format stores.

Soriana Mobile

It is a Virtual Mobile Operator in Mexico which works under the Telcel network, it began operations in 2017. This operator goes hand in hand with the benefits that Soriana currently offers, that is, having a rewards card makes you creditor of promotions that are reflected in megabytes or minutes and messages. There are two ways to acquire a SIM, through direct purchase at a low cost or through a telephone plan.

Soriana's expansion goal is to reach 700 thousand users in five years and with this service Soriana expands its horizons and adds added value to its brand.

Soriana in popular culture

• Soriana is the main sponsor of Club Santos Laguna, team of the First Division of Mexico, this since the 2000 Winter Tournament.
• He sponsored the Chiapas Jaguares club at the 2013 Opening and Closure 2014, previously did it at the Opening 2002 and Closure 2003 tournaments when the team was newly created.
• During the Transmission of Big Brother PM, the inhabitants sent to buy their food in Soriana Hiper every week in 2015.
• It was the shop chosen for the pantry of the television program “Was itWhat to eat*”, from TV Azteca; specifically the Soriana Híper Polanco branch, from Plaza Miyana in 2016 to 2017.
• He was the main sponsor of La Voz... Mexico from 2016 to 2018 in Televisa announced during blind auditions until the end of that reality.

Criticism and controversies

Buying Votes

After the 2012 presidential elections in Mexico, the company entered into controversy due to several accusations about supporting the PRI candidate Enrique Peña Nieto. Faced with these accusations, both the company and the candidate and his party have distanced themselves, arguing that Soriana has distributed these cards to members of the CTM since the beginning of 2010 as part of a benefits program. On July 5, 2012, the former presidential candidate of the Progressive Movement coalition Andrés Manuel López Obrador presented at a press conference an approximate of 3500 Soriana cards.

The Federal Electoral Institute affirmed that it will thoroughly investigate the issue, after receiving complaints from various parties. After investigating the issue, the IFE concluded that the electronic wallets reported by the PRD were not delivered to coerce the vote, but they were simply a marketing strategy of the company to obtain discounts in its stores.

Accusations of animal abuse

In August 2016, animal rights organizations The Humane League and Animal Equality accused the chain of supporting cruelty to egg-laying hens using battery cages, so they have launched campaigns to demand the chain to adopt a 100% cage-free egg policy, which had already been implemented by companies such as Grupo Bimbo, Burger King and Toks, while a growing number of companies in Mexico have already committed to sourcing 100 eggs. % cage-free since the beginning of the campaigns, among which, McDonald's, Alsea, H-E-B (Soriana's competitor), CMR, 100% Natural, Liverpool, Barilla, El Pollo Pepe, Taco Holding, Les Croissants, Grupo Alimentro, Grupo Costeñito, Grupo Anderson's, Pastelería Lety, Grupo Alimentarium, among others, the company, to date, has still ignored the growing public demand to improve animal welfare in its supply chain, The Humane League even accused them of giving them a negative response from Mireya Reyes Gómez, the chain's Corporate and Public Relations Manager, supposedly telling them that they were not going to eliminate cages from their egg supply chain. On March 3 November 2016, a protest was held in a store in the city of Guadalajara, on Sunday, November 13, they did something similar in the Soriana Híper División del Norte store (Today Mega Soriana) in Mexico City, as well as on November 28 January 2017 in a branch in Puebla.

During its second quarterly earnings report, activists protested outside its corporate offices in Monterrey on July 28, 2017, holding signs with images of the Mexican egg industry and demanding a public commitment from the convenience store chain. to eliminate cages in your egg supply.

It should be noted that in Mexico the vast majority of egg producers continue to use cages, not just Soriana, and that their competitors sell eggs from those producers as well.