Justin A.
Yelp
OPINION: DEAR VALLARTA SUPERMARKETS: It's Time We Talk Soured Food & The Machismo Thing
This year you celebrate 40 years in the business. Your early hardscrabble days define admirable milestones, even as I ate your rancid rice a while back and again recently. More on that later.
When Vallarta Supermarkets was born in 1985, the Coca Cola Company debuted New Coke, CDs were the rage and Mexico City's 8.0 magnitude destroyed too many lives. Times have changed and in some ways for the better--not you.
It was also the year that Vallarta became the promise of dreams. Founded by Enrique Gonzalez Aguayo, the Sylmar-based market began shaping its future by strategically catering to Latinos, operating from a 1,000-square-foot market in Van Nuys, Calif., according to one of the company's bios.
That small business (then Carnicería Vallarta) has become an American staple with a Latino heart as a thriving family-owned business today boasting a portfolio of 50-plus locations, according to a Vallarta bio.
Noting your impressive and ascending path, I was left with a rancid taste in my mouth--literally. I purchased rice and it was spoiled. That happened again not too long ago ... with beans.
[CUE THE MARIACHI MUSIC AND ONE TEQUILA SHOT]
THE CALL
Me: Hi, can I please speak to a manager?
Employee 1: What is this about?
Me: I have a concern as a customer and need a manager, please.
Employee 1: One moment.
Employee 2: Hi, can I help you?
Me: Yes, I was there last night and bought rice and it was spoiled.
Employee 2: Wow, I have never heard of that. Never. That's weird, never heard of that.
Me: What's your name and are you a manager?
[Pause]
Employee 3: Hi, this is a manager, how can I help you?
Explaining the entire ordeal from start to finish, again.
Employee 3: What do you want me to do?
Me: I am not going to pretend to do your job. What can you do about this?
Employee 3: I can give you your money back.
Me: I'm less concerned about the money ... I just want to make sure others don't have to go through this.. Can you send a rideshare vehicle or taxi to pick me up and return me home?
Employee 3: [Erupting in laughter] .... no I can't do that, but I've got to go, I have customers waiting...
Me: But I am a customer, too, and I am asking if you can help me with this issue and you're laughing?
Employee 3: I'm busy, I have to go.
CLICK. Hangs up.
Then, I decide to call Vallarta Supermarkets HQ
Receptionist: How may I help you?
Me: Can you please verify who the CEO is?
Receptionist: Who are you?
Me: I'm a customer and I just want to confirm the CEO's name?
Receptionist: Why?
Me: Because I have a concern that I need addressed and need his name. Is the president/CEO Enrique González, Jr.?
Receptionist: Mmm, aaahhh, mmmmh...[PAUSE]
A similar scenario happened not too long ago.
A MESSAGE TO VALLARTA
Mr. Gonzalez, Jr., it is not lost on me how much your business is a major contributor to the local economy and communities. However, my experiences have been very disappointing and I have been repeatedly ignored and treated poorly--others have as well. Spoiled food that cost a few pennies will unlikely harm a system that is flawed and takes advantage of people.
However, the way I was treated by your employees says plenty about the Vallarta culture. Beyond the perfectly written press releases and employees that seem
agitated, defensive and insecure about handling their jobs ... speaks to a work environment that is extremely off ... at the cost of customers. You can blame the post-pandemic world, economy, politics and anything worthy of a slick press release if you like, but the truth is that something rancid is dripping from the top of Vallarta Supermarkets.
I previously read that Vallarta prides itself by 6 essential core values: "CUSTOMER SERVICE, TEAMWORK, HUMILITY, RESPECT, COMMITMENT and INTEGRITY."
A major fail ... take responsibility and let your machismo culture go.
Speaking of that ... machismo within your company is getting the best of your business. One male employee told me to leave because I was speaking to a female employee about more spoiled food: fried chicken, pupusas and beans. I walked into your business as a reasonable patron with serious concerns and you, nor your risk-management team, could handle these basic inquiries and provide a small refund considering how much money you take in and how much I have spent there through the years--no more.
I never expected a ride share offer for your failed efforts, but neither did I expect a machista to hang up so quickly when I first called in about spoiled food.
Happy 40th, Vallarta ...
ONE STAR: It stands. ¡Firme!