OXXO has rebranded 50 DK convenience stores and plans to rebrand 77 more through 2027. The retailer announced its plans at a press conference Thursday in El Paso, Texas, as it celebrated its one-year anniversary of acquiring Delek US Holdings’ 249 c-stores.
OXXO will rebrand seven DK stores in the El Paso area in 2025, 35 in 2026 and another 35 by the end of 2027, Hal Adams, managing director for OXXO USA, said. This accounts for the 77 DK stores in the El Paso area.
Monterrey, Mexico-based FEMSA, which owns OXXO, purchased the 249 stores from Brentwood, Tennessee-based Delek US Holdings in October 2024, marking its entrance into the United States. It started rebranding c-stores in February, focusing on the Midland-Odessa and Lubbock metro areas in West Texas.
Wednesday was the one-year anniversary of OXXO convenience stores acquiring DK convenience stores.
- FEMSA is No. 33 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count.
Also at the event, held at the El Pasoans Fighting Hunger Food Bank, Adams announced OXXO’s partnership with the food bank. This includes a $30,000 donation to the food bank and the company’s commitment to having its employees volunteer there.
Those at the check presentation pictured above are, from left: Kris Yagel, the food bank’s interim CEO; Annette Torch of OXXO; Adams; State Sen. Cesar Blanco; and State Rep. Joe Moody.
“The OXXO brand is a very beloved brand to those who know it south of our border,” Adams told CSP during a store tour Wednesday in Lubbock.
But OXXO won't take everything it does in Mexico and drop it into its rebranded stores in the United States, he said.
"We can take some things that are loved, and what people really love about the OXXO brand is the community spirit—we take part in the communities that we belong in, such as sponsorships, and charitable donations and being a responsible community member in the things that we sell, the way we behave, making sure that our stores are clean and crime free and that we take care of our employees and things like that. That stays with us.
“What also stays with us is this whole idea of proximity,” Adams continued. “We don’t really call our stores ‘convenience stores,’ we call them ‘proximity stores’ because they’re stores that provide our customers with whatever they need when they need it. Nearness. Always close.”
Adams, who has been with OXXO a little more than two years, joined the company a year before the DK purchase to help create a strategy for the U.S. entry, he said. He now leads a nine-person OXXO USA leadership team.
“When we bought DK, we didn’t have a team,” Adams said. “We didn't have a leadership team. We didn’t have a back office, accounting IT, HR. So, what we did is when we bought DK, we initially signed a temporary services agreement with Delek to provide us with back-office services that we didn’t have for one year.”
OXXO then “went quickly to market and began recruiting a leadership team and forming back-office structures and processes,” he said.
OXXO USA now has that leadership team and back-office team.
“We are now almost 100% separated from the DK transition services agreement as of this week, and next week we will open a service center for our team in Dallas, Texas,” Adams said.
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