Heritage Grocers Group Joins the Upside Platform to Provide Enhanced Customer Value

Cardenas Markets Locations Already Demonstrating Strong Results; El Rancho Supermercado and Tony’s Fresh Market to Follow Suit

Washington, D.C., September 19, 2023 – Upside, a leading digital marketplace, has announced its partnership with Heritage Grocers Group, a renowned leader in Hispanic- and ethnic-focused grocery retail that serves as the parent company of well-established brands, including Cardenas Markets, El Rancho Supermercado, and Tony’s Fresh Market. Cardenas Markets has partnered with Upside since July 2021 and as part of an expanded partnership with Heritage Grocers Group, this collaboration will now include El Rancho Supermercado and Tony’s Fresh Market. This expansion underscores Heritage Grocer Group’s commitment to providing an enriched customer experience across all banners.

 “Cardenas Markets partnership with Upside has had a positive impact on our business but more importantly has provided our customers even greater value, convenience, and savings,” stated Adam Salgado, Chief Marketing Officer at Heritage Grocers Group at Heritage Grocers Group. “Heritage Grocers Group has a longstanding tradition of serving diverse communities with top-quality products and service. Our continued partnership with Upside allows us to further this tradition while harnessing cutting-edge technology.”

In just over two years, Cardenas’ partnership with Upside has delivered remarkable results. A March 2023 case study found that Upside has driven a nearly 86.7% increase across all consumer segments, both on and off the Upside app, with a noteworthy 35% comprising entirely new shoppers to their locations. These customers have resulted in an impressive $1.5 million in incremental profit and 67% lifetime ROI from Upside. Altogether, these accomplishments underscore the substantial value and growth potential that Upside offers to the grocery stores joining the platform.

“Heritage Grocers Group is dedicated to innovating in the grocery retail industry and continually exploring new ways to attract more customers to their stores. Our approach – which helps customers get more value from their everyday purchases while retailers earn extra profit – is a guaranteed way to attract new visitors and keep the regulars coming back for more,” shared Tyler Renaghan, Vice President of Retail at Upside. “We’re genuinely excited about expanding this strategy to Heritage Grocers Group’s other brands, ensuring their stores continue to thrive with satisfied shoppers.”

Upside’s top-rated mobile app and partner apps provide a platform for retail partners to reach 30 million potential customers, boosting their chances of tapping into on-the-go demand. The company’s approach to generating offers is rooted in a deep understanding of consumer behavior, gathered from various sources like past spending habits, in-market research, and behavior analysis. This approach yields personalized, consistently profitable offers that are mutually beneficial for both customers and retailers, revolutionizing how retailers interact with their customers, foster loyalty, and drive sales.

To learn more about how your business can join Upside or the benefits of being a first-mover in-market, visit upside.com/business or email us at grocery@upside.com.


Upside is a marketplace that connects consumers with brick-and-mortar retailers through personalized offers. Since 2016, Upside’s AI-driven personalization technology has helped millions of people get more purchasing power on the things they need, and tens of thousands of businesses earn measurable profit. Billions of dollars in commerce run through the Upside platform every year, and that value goes directly back to our retailers, the consumers they serve, and towards important sustainability initiatives. For more: www.upside.com.


Heritage Grocers Group is a specialty, ethnic food retailer that offers an extensive assortment of both traditional and specialty grocery items to the communities it serves. Heritage Grocers Group is headquartered in Ontario, California, and currently operates in 6 states: California, Nevada, Arizona, Texas, Kansas, and Illinois, with a total of 57 stores under the Cardenas Markets banner, 28 stores under the El Rancho Supermercado banner, 21 stores under the Tony’s Fresh Market banner, and 7 stores under the Los Altos Ranch Market banner.  For more information visit heritagegrocersgroup.com.