In August 2024, the U.S. c-store industry was shaken up by the news that Mexico-based FEMSA had acquired all of Delek’s retail business for $385 million. The deal not only brought FEMSA and its retail brand OXXO to the U.S. for the first time, but it also added 249 c-stores to its global footprint.
Now in 2026, the retailer is building off of its expansion momentum by rebranding former Delek sites and adding new locations to its footprint as it continues to make itself known across the country.
Most recently, OXXO hosted two grand opening celebrations in El Paso, Texas — a key market for the company — as part of its rebranding initiative. The community celebrations took place on June 23 and 24, respectively.
The events “highlighted continued investment in store improvements, foodservice offerings, customer rewards and community engagement as OXXO expands its presence throughout the Southwest,” the company noted in a statement.
OXXO began rebranding Delek stores immediately following the transaction, notching 50 revamped stores in the Midland, Odessa and Lubbock area as part of “phase one,” Hal Adams told CStore Decisions last year.
The company rebranded a handful of El Paso stores in 2025, with up to 35 set to open this year.
Looking forward, OXXO plans to continue leveraging data to inform its decision making as it marches on with its large-scale rebranding efforts. Following El Paso, the company has several markets that it plans to focus on next.
“We need to tackle Albuquerque, which is going to be a very popular market for our brand, as well as finish out Texas with Abilene and Wichita Falls,” Adams said. “But we intend to have all the stores done by 2028. So, it’s got a long horizon, but as the project takes more and more hold in the marketplace, we could speed up those initiatives, depending on the success, which breeds cash flow, which breeds speed.”
OXXO USA’s New Leader
OXXO’s rapid expansion across the U.S. comes with a new leader at the helm — Jaime Longoria, who was named CEO of OXXO USA in January.
Longoria took over for the retiring Hal Adams, who was the company’s first U.S.-based employee following the Delek acquisition.
“Jaime Longoria took over as CEO of OXXO USA and OXXO GAS in January 2026 after Hal Adams announced his retirement,” a FEMSA spokesperson told CStore Decisions. “This is an appointment in line with our strategy for growth and operational continuity in that market. We will share more information about plans in the near future.”
Longoria has been with the company for nearly three decades, beginning his career as a commercial manager for FEMSA Logistica in 1997. Over the following years, he held several roles including category director and commercial director for OXXO, CEO of OXXO GAS, and CEO for FEMSA Proximity & Health.
“After several years as part of OXXO, bringing our culture, our way of doing things and our people-centered approach to our expansion in the United States represents a deeply meaningful challenge for me — one that I am truly proud to take on,” Longoria shared via LinkedIn. “I am confident that, with a strong and committed team, we will continue to build a solid, consistent operation aligned with the values that define us.”
