This case describes a current growth opportunity for Mi Pueblo Food Center, a Hispanic grocery chain with locations throughout the Bay Area, California. The CEO of Mi Pueblo is contemplating opening a new store location in East Palo Alto, CA, which has been without a local, full-service grocery store for over 20 years. Case objectives are for students to develop an understanding of how the grocery industry operates, the risks and opportunities associated with opening a new grocery store location, and the impact on social, environmental, and economic sustainability. The SWOT (Strengths, Weaknesses, Opportunities, Threats) framework is used to analyze whether or not it is feasible for Mi Pueblo to open a new location in East Palo Alto. This case may be used with students in graduate and advanced undergraduate courses
