MIAMI – CVS is hoping to create a more attractive shopping experience for Hispanic consumers with the launch of its newly rebranded CVS pharmacy y más (“and more”) stores in Miami. The 12 stores feature fully bilingual employees and bilingual signage, more than 1,500 popular Hispanic products, expanded resources for bill paying in-store, and even the traditional Cuban cafecito served at the pharmacy between 10 a.m. and 3 p.m. daily, according to the South Florida Business Journal.

Not surprisingly, the drugstore giant is testing the concept in the heavily Hispanic South Florida market before expanding to additional cities. CVS acquired Miami-based Navarro Discount Pharmacy, with 33 locations in South Florida, last fall. Now the chain is making increasing moves to attract Latin American customers to its stores.

"The ‘y más’ signifies the availability of more products and services that are important to the Hispanic consumer and an overall shopping environment that is more tailored to the Hispanic consumer, with warmer and more personal customer service," said Gabriel Navarro, CVS chief of Hispanic consumer growth, in a news release.