Question · Q4 2025
Henrique Brustolin asked about OXXO Mexico's opportunities for new consumption occasions, specifically breakfast, coffee, and daily replenishment. He inquired about the operational, assortment, pricing, and store execution changes needed, and the expected timeline for these initiatives to impact performance.
Answer
CEO José Antonio Fernández Garza-Lagüera explained that OXXO is simplifying food complexity, moving to automated coffee machines, and aiming to significantly increase coffee sales (currently 28 cups/store/day vs. 90-100 in other markets). He emphasized winning the narrative for OXXO's high-quality, affordable coffee and developing a filling, hot breakfast option, drawing lessons from successful food propositions in Colombia (25% revenue from food) and Brazil (almost 20%). He also stressed the need to be more competitive in daily replenishment and continue gaining share in impulse categories, expecting a strong 2026 if these initiatives succeed.
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