Vallarta Supermarkets, a Sylmar-based grocery chain that caters to California’s growing Latino market, expanded its footprint Wednesday with a new supermarket in Pasadena.

Hordes of eager shoppers converged on the 50,000-square-foot market at 655 N. Fair Oaks Ave., overwhelming the parking lot and causing long lines inside the store. The space previously housed a Vons supermarket.

It’s the company’s 50th location, and a $5 million renovation made way for a new contemporary design with added amenities not found in other Vallarta markets.

What’s new?

“The color patterns, signage and fonts on the signage are new,” said Rick Castillo, the company’s director of marketing. “It flows throughout the store. It still has a beach resort feel to it, but it’s more contemporary looking.”

The new features also include hot and cold food islands, where shoppers can create their own salads, taco bowls, enchiladas and other dishes. They can also grab authentic Mexican dishes to go.

“We don’t have that in our other stores,” Castillo said. “We’ll also have an on-site sushi chef as well as a full-service floral department.”

The new supermarket employs 300 full- and part-time employees.

A shopper receiving a sample of Ceviche at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

Shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

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A shopper receiving a bag of tortilla chips with fresh tortillas being made at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

Miss Chiquita convincing shoppers to eat more fruit while wearing a hat of fruit. Shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

Shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)



Shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

Miss Chiquita convincing shoppers to eat more fruit, while wearing a hat containing various kinds of fruit. Shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

Shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

Shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

A shopper reaching for a bag of fresh fish at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)



Shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

Mariachi Alma de Mexico band performs for shoppers at Vallarta Supermarket Grand Opening on 655 No. Fair Oaks Avenue in Pasadena Wednesday, November 29, 2017. Vallarta spent $5 million renovating the new market. The Latin-Inspired market features a in-house bakery, local produce, fresh made sushi, craft butchery, olive bar, and in-house bakery. (Photo by Walt Mancini/Pasadena Star-News/SCNG)

Happy shoppers

Glendale resident Teresita Grace was among the throng of shoppers who showed up for Wednesday’s grand opening.

“I love Vallarta,” she said. “I usually go to the one in Arleta, but this one is closer to us. It’s only about 10 minutes away from my house. I love the fried pork — the one that gives me cholesterol! Everything here is fresh and it’s a one-stop shop.”

Terry Macquarrie, who also attended the opening, has an even shorter drive.

“I live about a block away,” the 54-year-old Pasadena resident said. “My husband works in Santa Clarita. When we heard that Vallarta was opening here, he stopped in at the one out there to check it out and see what it was like. This is great. The meat looks fantastic and the produce looks excellent.”

The new store has a full-service meat and seafood department including a wide variety of fish, beef, pork and chicken along with grass-fed and organic selections. The bakery department will be producing items made from scratch, including pan dulce, bolillos, cakes and pastries. Wednesday’s grand opening featured live music, special offers and exclusive gifts for shoppers who arrived early.

A growing footprint

Vallarta supermarkets range as far north as Fresno and the Central Valley all the way down to Los Angeles County, the Inland Empire, Orange County and San Diego County. Local stores can be found in such communities as Lancaster, Palmdale, Valencia, Canoga Park, Van Nuys, Baldwin Park, Whittier, Victorville and Anaheim. The company employs more than 8,000 workers.