Quick Overview

  • Oxxo USA announced last week that it has opened a Doña Tota restaurant inside a convenience store in El Paso, Texas.
  • The restaurant specializes in gorditas, a Mexican food made from cooked corn dough and filled with meats, cheese, and other ingredients. An Oxxo USA spokesperson confirmed that parent company FEMSA has about a dozen Doña Tota locations in the U.S., but this is the first one to open inside one of its convenience stores.
  • This move comes about a month after Oxxo USA launched a Ditsch pretzel sandwich restaurant in its convenience stores, continuing the company's expansion plans in the U.S. market.

In-Depth Analysis

FEMSA acquired a majority stake in Doña Tota in 2013. At that time, the restaurant chain had 204 locations in Mexico and 11 in the U.S., all in Texas. Today, Doña Tota has more than 230 locations in Mexico, and its latest location in El Paso is the company's 12th in the U.S., as confirmed by the Oxxo USA spokesperson.

The spokesperson said Oxxo USA plans to open more Doña Tota locations in El Paso this year.

Similar to the Ditsch pretzel restaurant, Doña Tota uses what Oxxo USA has previously called a "clip-in" model, which is a "store-within-a-store" concept.

"Bringing Doña Tota into our stores allows us to offer a friendly, practical, and authentic experience that customers can enjoy within minutes before continuing their day," said Carlos García Montemayor, marketing director at Oxxo USA, in the announcement.

FEMSA has previously stated that the food offered at Oxxo USA stores will vary based on community needs and preferences. All stores feature FEMSA's Andatti coffee program, while Doña Tota and Ditsch are only available at select locations.