Dive Brief:
- Oxxo USA has opened its first Ditsch pretzel sandwich QSR at one of its convenience stores in El Paso, Texas, according to a company announcement.
- Oxxo USA held a grand opening on Wednesday for the Ditsch location, according to a LinkedIn announcement from Carlos García Montemayor, the convenience retailer’s marketing director. Menu items include traditional and flavored baked pretzels as well as pizzas, sandwiches, pretzel sticks and croissants.
- This is the latest step in Oxxo USA’s expansion in the states as parent company FEMSA continues to rebrand the 249 Southwestern c-stores it bought from Delek US Holdings to its popular Mexican banner.
Dive Insight:
FEMSA has owned Ditsch since it acquired the brand’s former parent company, Swiss food and convenience retailer Valora, in 2022. FEMSA began rolling out Ditsch in its home base of Mexico early last year. In late 2025, the company’s leadership told C-Store Dive that it would soon be launching Ditsch at some of its stores in the U.S.
Now, the first Ditsch at an Oxxo USA c-store has arrived in El Paso, one of the retailer's largest markets. In a statement to C-Store Dive, a FEMSA spokesperson said the Ditsch is a “shop-in-shop concept within Oxxo,” and referred to the QSR as a “clip-in.”
“With the arrival of Ditsch to El Paso, we are expanding our range of delicious freshly prepared foods, ideal for those looking for quick, high-quality take-away options,” Montemayor said in the announcement. “This reflects our commitment to continuing to provide the best experience with products that are tailored to our consumers’ tastes and current market trends.”
Neither FEMSA’s spokesperson nor Montemayor responded by press time when asked how the company plans to expand the Ditsch brand across Oxxo USA’s c-store network. However, FEMSA has previously said that the food offered at Oxxo USA stores will vary based on the needs and preferences in its communities. All locations feature FEMSA’s Andatti coffee program, while only some will include Ditsch and the company’s Mexican QSR Doña Tota.
