The Ditsch grand opening on Wednesday in an OXXO store in El Paso, Texas. | OXXO
OXXO convenience stores on Wednesday held a grand opening for its first Ditsch artisan bread store inside one of its convenience stores in El Paso, Texas.
In a LinkedIn post announcing the opening, Carlos García Montemayor, OXXO USA’s marketing director, called this “an important step to strengthen our food proposal.”
Beverage corporation and convenience-store retailer Fomento Economico Mexicano S.A.B. of C.V. (FEMSA), which owns OXXO, acquired the Ditsch brand when it bought its parent, the Swiss company Valora, in 2022. Valora has convenience stores and foodservice operations in Switzerland, Germany and other European countries. FEMSA is based in Monterrey, Mexico.
“Ditch is recognized worldwide for its products such as pretzels, croissants and its famous pizza,” Montemayor said in the post. “This collaboration allows us to continue improving our value proposition towards our customers at OXXO USA.”
Montemayor called the project “a great example of collaboration and coordination.”
The store is at 501 N. Copia St.
OXXO plans to expand Ditsch into other stores later this year, according to a report on KTSM 9 News, which added that Ditsch offerings include pretzel sticks and Nutella pretzels.
This move comes as OXXO is in the midst of the rebranding the 249 DK convenience stores it purchased from Brentwood, Tennessee-based Delek US Holdings in October 2024, marking its entrance into the United States.
As of October 2025, it had rebranded 50 DK stores and plans to rebrand 77 more through 2027. The retailer announced these plans at a press conference in October in El Paso as it celebrated its one-year anniversary of acquiring the Delek US Holdings c-stores.
OXXO rebranded seven DK stores in the El Paso area in 2025, and it will rebrand 35 in 2026 and another 35 by the end of 2027, Hal Adams, managing director for OXXO USA, said at the time. This accounts for the 77 DK stores in the El Paso area.
FEMSA started rebranding c-stores in February 2025, focusing on the Midland-Odessa and Lubbock metro areas in West Texas.
CSP has reached out to OXXO for comment.
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