The Transformation
After the Grand Union and Coop Supermarkets companies ceased operations in Puerto Rico, Amigo began plans to become a major player in Puerto Rico's supermarket industry. In 1989, they opened their first major store, located at Plaza del Carmen Mall, in Caguas. Subsequently, many other major stores were opened across Puerto Rico. A massive television campaign began, and their slogan, Amigo, lo mejor al mejor precio (Amigo, the best at the best prices) became a household phrase in Puerto Rico.
Read more about this topic: Amigo Supermarkets