Seven former Delek gas stations around El Paso are getting a new look this fall as Oxxo, Mexico's largest convenience store brand, rolls out grand openings at each location through mid-November. The first conversion celebrated its debut on Oct. 13 at 12901 Alameda Ave. in Clint, kicking off a string of ribbon-cuttings that will stretch into next month.
According to the El Paso Times, Oxxo is converting seven stores that were previously operated under the Delek brand, part of a broader push by the chain to grow its footprint in the United States. The conversions trace back to a $385 million deal FEMSA completed in 2024 to buy 249 DK stores from Delek US Holdings, a Tennessee-based oil refiner, with 77 of those stores located in El Paso and roughly 25 more in New Mexico, the newspaper reported. FEMSA also acquired DK stores in Arkansas as part of that same purchase, per the same account.
Each grand-opening event comes with a small incentive for shoppers: customers can enter to win one of two $50 gas cards given away at every Oxxo and DK Fuel celebration, the paper noted. Even as the Oxxo signage goes up, DK Fuel is expected to remain available at the pump at many of the rebranded locations under a long-term fuel-supply partnership between the two brands.
What Oxxo Executives Are Saying
Derek Gaskins, Oxxo's vice president of marketing and category management, said the conversions mark an important milestone in Oxxo's U.S. growth and aim to deliver a modern, consistent convenience experience, according to the article. Gaskins added that the openings affirm Oxxo's commitment to a renewed convenience, service and quality experience in El Paso, the same report states.
FEMSA has described the Delek acquisition as the opening move in a much larger strategy. The company said the stores had the right set of attributes to be FEMSA’s first step on this journey toward entering the U.S. convenience and mobility market, according to a FEMSA news release. FEMSA also said that through Oxxo, it has built considerable experience and expertise developing core retail capabilities for store expansion, procurement, supply chain, segmentation and pricing that would support its U.S. convenience strategy, the release states. FEMSA later confirmed it successfully closed the Delek retail transaction on Oct. 1, 2024, and noted the deal had been subject to customary regulatory approvals.
El Paso's Share of a Bigger Rollout
El Paso's conversions are just one piece of a much larger rebranding effort. Oxxo is expected to convert 35 additional El Paso stores in 2026 before completing the city's rebranding work in 2027, and the company expects to have rebranded all 249 acquired stores by 2028, according to C-Store Dive. Since entering the U.S. market in 2024, Oxxo has grown to more than 200 stores while expanding across the Southwest, Convenience Store News reported, and that outlet separately noted two remodeled El Paso convenience stores had already reopened as part of the chain's integration of former DK locations.
Oxxo's ambitions extend beyond simply repainting existing Delek signage. The company plans to expand its U.S. presence further through building new-to-industry stores and making tuck-in acquisitions, per C-Store Dive's reporting on the rebranding timeline. Just east of El Paso, Oxxo plans to rebrand DK stores in New Mexico as the Mexican convenience store brand expands across the U.S., according to Albuquerque Business First.
Remaining Grand-Opening Dates
After the Clint location's debut, the next celebration is set for Oct. 20 at 6500 Escondido Drive, followed by Oct. 27 at 9829 Socorro Road, both scheduled from noon to 1 p.m., per the El Paso Times' list of events. November brings four more openings: Nov. 3 at 4413 Dyer St., Nov. 4 at 5001 Trowbridge Drive, Nov. 10 at 720 N. Fabens Road, and Nov. 17 at 5201 Fairbanks Drive, each also running from noon to 1 p.m., the newspaper's schedule shows.
KTSM independently confirmed that Oxxo is converting the seven former Delek stores and hosting grand openings throughout October and November, while KFOX reported that two $50 gas cards would be handed out at each celebration. For El Paso drivers who've filled up at these DK pumps for years, the familiar red-and-white Oxxo branding will mark a new chapter for the stores, even as the fuel supply itself largely stays the same.
