Five years after arriving in Brazil, Oxxo, a proximity chain of Grupo Nós (a joint venture between Femsa and Raízen), is focusing on a store model that combines convenience, bakery, and snack bar to serve urban consumers. With approximately 620 of its own units, the chain has expanded its focus on foodservice, which now represents 25% of store traffic.
The inclusion of a bakery in the store model was one of the adaptations made to tropicalize the brand in Brazil. And like any good bakery, a cup of coffee was a must. Under its own brand, Andatti, launched in November, Oxxo developed an exclusive blend, with beans from Minas Gerais and the interior of São Paulo, to please the palate of Brazilian consumers.
“Bakery has become an incremental sales category. It’s great because, in addition to generating traffic and bringing in almost daily customer returns, it also generates margins. We’ve noticed that Brazilians, even if it’s just for five minutes, like to sit down, have a leisurely coffee, eat a snack or some cheese bread, and then continue on their way. That was the main difference,” says Rafaela Trentin, Foodservice and Bakery Manager at Grupo Nós.
As part of its strategy to boost winter consumption, Oxxo launched two flavors in partnership with Hershey’s: cappuccino with macadamia nuts and chocolate milk with strawberries, available until August.
“Coffee continues to be a large sales platform, but we have to consider the consumer of the future, who often doesn’t want coffee. They might want a dairy or carbonated beverage,” says Rafaela.
The chain is considering expanding its portfolio with iced coffees, carbonated beverages, and non-coffee dairy options, targeting younger consumers. “In Chicago, at the NRA, we were able to experience this trend that’s not going away. The younger generations are no longer such heavy coffee drinkers; there’s a market for everything,” she says.
Other collaborations
Besides drinks, the seasonal menu is being updated with new releases that pay homage to local culture. In July, for example, the chain will be expanding its line of São Paulo sandwiches, with reimaginings of classics like the buraco quente (hot hole), the pork sandwich, and the mortadella and cheese sandwich.
In August, on Cheese Bread Day, the brand will open its first flagship foodservice store in partnership with Forno de Minas, in Campinas. “We’ll decorate the entire store, with umbrellas and an exclusive launch of stuffed cheese bread,” Rafaela says.
Another collaboration expected to be announced soon, between the end of August and beginning of September, is with Vigor, with the launch of mini cheese bread stuffed with Vigor cream cheese and a hot dog with Vigor cheddar.
Image: Oxxo
*This text was translated by AI
