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MEXICO CITY — Facing a severe nationwide shortage of unused physical corners, retail conglomerate FEMSA announced Tuesday a bold new expansion strategy for its Oxxo convenience chain: opening brand-new, fully operational Oxxo stores directly inside the aisles of existing Oxxo locations.
The initiative aims to address the geographical reality that nearly every street corner, gas station and residential block in the country is already occupied by a red-and-yellow storefront. Company executives confirmed the first “Internal Oxxo” prototype will open this Friday inside a flagship location in Mexico City, positioned conveniently between the snack aisle and the refrigerated beverage display.
“For decades, our growth model relied on finding vacant real estate within a three-minute walk of another Oxxo,” said Director of Retail Logistics Fernando Treviño during a press briefing. “Now that we have achieved complete spatial saturation on the X-axis and Y-axis, the only logical direction left to expand is inward.”
Under the new model, customers walking into a primary Oxxo will be able to step through a second, slightly smaller set of automatic glass doors to enter a secondary Oxxo. The internal stores will feature identical product offerings, including hot coffee, snacks and an independent checkout counter.
Company officials clarified that the second checkout counter inside the internal store will also operate under standard chain protocols.
“To maintain complete brand consistency across all levels of spatial reality, the cashier at the inner counter will also inform you that the second register is closed and kindly request that you pay at the outer store,” Treviño added, reassuring reporters that the traditional customer experience remains entirely unchanged.
Urban planning experts have praised the move for its spatial efficiency, noting that the nested retail model could theoretically continue indefinitely. FEMSA engineers confirmed they are already studying the feasibility of a third-tier “Micro-Oxxo” to be installed beside the instant coffee machines inside the secondary stores by late 2027.
Initial consumer reaction has been overwhelmingly positive. Local resident Sofia Morales noted that while the concept felt surprising at first, the added convenience is undeniable.
“Sometimes I am browsing for chips in the main store, but I realize I don’t feel like walking all the way back to the front entrance to grab a soda,” Morales said. “Having a full second Oxxo right there in the aisle saves me at least eight steps. It just makes sense.”
FEMSA expects to roll out over 12,000 nested locations nationwide by the end of the fiscal year, effectively doubling its retail footprint without requiring a single new building permit.
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