A look inside an OXXO convenience store in Lubbock, Texas

Want to see inside a U.S. OXXO convenience store?

Monterrey, Mexico-based FEMSA, which owns OXXO c-stores, purchased Brentwood, Tennessee-based Delek US Holdings’ 249 DK c-stores in October 2024, marking its entrance into the United States.

OXXO started rebranding c-stores in February, focusing on the Midland-Odessa and Lubbock metro areas in West Texas. OXXO has rebranded 50 DK convenience stores and plans to rebrand 77 more through 2027.

The company’s strategy is to tailor each location to the residents of that neighborhood, according to Hal Adams, managing director for OXXO USA.

Adams gave CSP an exclusive store tour Oct. 1, the one-year anniversary of the acquisition, at a Lubbock, Texas, location blocks from Texas Tech University.

• FEMSA is No. 33 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count.

OXXO will continue to sell DK fuel.

Click through to see inside the OXXO c-store near Texas Tech University.

Stuffed animals, packaged beverages, novelties, baseball hats, snacks, candy and more are available at the OXXO at 2423 Marsha Sharpe Freeway West in Lubbock, Texas.

From gum to bottled water, soda, beef jerky and chips, the OXXO store packs a lot in. The cold vault is to the left, dispensed beverages along the back wall.

“Our customers, because we’re OXXO and because they know we're from south of the border, one of the things they love about us is the Hispanic products that we can bring into the marketplace,” Adams told CSP. “The easy hits were, for example, beloved brands from Mexico of candy, and these are candies that you would typically find in an OXXO store down in Mexico. So, bringing those in and making them available is a big deal to a lot of the customers who were looking forward to OXXO coming into their neighborhood.” Pictured are several offerings from Ricolino, which was acquired by Mondelez International in 2022.

This location devotes an entire rack to hats from Dover Bluff Hat Co. “We chose this brand on purpose,” Adams said. “There’s a big outside market in Lubbock. You might find this hat in an REI versus a convenience store.” He added that this brand also appeals to college students.

There’s an array of grocery offerings, including tortilla wraps, cereal, chili and bread—as well as dog treats and cleaning and auto products.

OXXO’s loyalty program, called Easy Coins, “we adopted from DK,” Adams said. “We have over 400,000 regular users.” It was DK’s program and “we kept it, and we have been making changes to it for this first year. We eventually will rebrand it to something that fits OXXO”s personality better, but to date this is a great way for us to talk to individual customers because we have 400,000 engaged members that use our program regularly and we can, through texting and email, talk to them about deals, make them specific fuel offers, make them specific in-store offers so that they become sticky to our brand.”

One of the “great things” that OXXO convenience stores does well is “store segmentation,” Adams said. Depending on the neighborhood or street where a store is located affects what the store stocks. This location near Texas Tech University includes a freezer with frozen goods that appeal to both college students and the nearby residential community.

Peanuts, beef jerky, pumpkin seeds, pistachios and more are ready for purchase.

The beverage area includes ICEE and Slush Puppie machines and OXXO parent FEMSA’s own Andatti coffee brand.

Sunglasses and electronics are near the front door of the store. On another side of this rack are work gloves.