99 Ranch Market - Customer Base

Customer Base

Although most of its customers are ethnic Chinese Americans and Taiwanese Americans, shoppers also include recent immigrants from China, ethnic Chinese from Vietnam, and others. The chain sells a wide range of imported food products and merchandise from Hong Kong, Japan, Mainland China, Taiwan, and Southeast Asia, (particularly Vietnam and Thailand). It also carries some domestic products made by Chinese American companies and a limited selection of mainstream American brands. In addition, it has also reached out to pan-Asian customers, especially Filipino Americans and Japanese Americans, by opening locations in areas predominantly populated by people of these two ethnicities.

Because 99 Ranch Market serves a predominantly Chinese American base, Mandarin Chinese serves as the lingua franca of the supermarket and its adjacent businesses. In-store PA announcements announcing specials are multi-lingual and often spoken in English, Mandarin, Cantonese with certain stores also using Taiwanese and Vietnamese.

The name of the chain includes "99," a number considered lucky by ethnic Chinese. The number nine in Chinese sounds like the word for "long-lasting."

The English slogan is "united at heart for a better future" and the Chinese slogan is "大華與您共創未來" (Dà Huá yǔ nín gòngchuàng wèilái "99 Ranch is creating the future together with you").