A new OXXO convenience store has opened in El Paso, Texas, marking a significant moment for the city and a surprise for residents accustomed to crossing the border to Ciudad Juárez to shop at the popular Mexican chain. The store, located at the intersection of Copia and Westway – the former site of a 7-Eleven – represents the culmination of over a year of planning following the official announcement.
A Familiar Brand, Now Closer to Home
The arrival of the red and yellow OXXO logo has drawn attention from locals. Drivers slowed down to observe the change, and customers entered the store with curiosity, some expressing disbelief at finding the brand within El Paso city limits. “Siempre que cruzábamos a Juárez parábamos en un OXXO; verlo aquí todavía se siente extraño,” – “Every time we crossed into Juárez we stopped at an OXXO; seeing it here still feels strange” – commented Laura Pérez, a resident of the area, adding that it felt “as if the border had moved a few meters.”
The store is currently in the process of being fully stocked. While new shelves have been installed, most remain empty, and areas for prepared foods, bakery items, and refrigerated goods are not yet operational. Staff indicated that full stocking will occur gradually over the coming days.
Eight employees retained their jobs during the transition from 7-Eleven, according to Carlos, one of the store’s workers. “Pasamos de una compañía a otra, pero seguimos aquí. Nos dijeron que vienen cambios, pero también oportunidades,” – “We went from one company to another, but we’re still here. They told us that changes are coming, but also opportunities” – he stated.
Expansion Plans Underway
Currently, a wide selection of cigarettes is fully stocked at the front counter. Despite the partial opening, customers have described the experience as familiar and nostalgic. Representatives from OXXO announced during a press conference held at the El Pasoans Fighting Hunger food bank that the stores will carry the same Mexican snacks available in Ciudad Juárez, and are considering partnerships with brands like Doña Tota for gorditas.
OXXO USA Director General Hal Adams emphasized that the El Paso opening is part of a long-term strategy. “El Paso es una ciudad estratégica, con una fuerte identidad fronteriza y una relación histórica con nuestra marca,” – “El Paso is a strategic city, with a strong border identity and a historical relationship with our brand” – Adams said. “Queremos que los clientes encuentren aquí la misma experiencia que conocen en México, adaptada a las necesidades del mercado local” – “We want customers to find here the same experience they know in Mexico, adapted to the needs of the local market.”
The company plans to convert seven DK stores to the OXXO brand by the end of 2025, 35 stores by the end of 2026, and ultimately operate 77 stores in El Paso by 2027. José Antonio Fernández Garza-Lagüera, Director General of FEMSA’s retail operations, noted that the acquisition of DK stores facilitated a solid entry into the U.S. market while providing job security for existing employees.
Frequently Asked Questions
What prompted OXXO to expand into the United States?
The opening of the El Paso store “materializa nuestra visión de largo plazo de llevar el modelo OXXO a Estados Unidos” – “materializes our long-term vision of bringing the OXXO model to the United States” – according to José Antonio Fernández Garza-Lagüera.
Will the El Paso OXXO stores offer the same products as those in Mexico?
OXXO representatives stated that customers can expect to find the same Mexican snacks sold in Ciudad Juárez, and are exploring partnerships with brands like Doña Tota for gorditas.
How many OXXO stores are planned for El Paso?
The plan is to convert a total of 77 stores in El Paso to the OXXO brand by 2027, beginning with the conversion of seven DK stores by the end of 2025 and 35 stores by the end of 2026.
With the first store now open, albeit still undergoing adjustments and stocking, OXXO has officially begun its presence in El Paso, generating anticipation among consumers and marking a new chapter in the border region’s commercial landscape.
How might the presence of OXXO impact the existing convenience store market in El Paso?
