OXXO USA has announced that Jaime Longoria has been named as its new CEO, effective immediately. Longoria takes over for the retiring Hal Adams, who was the company’s first U.S.-based employee following parent company FEMSA’s acquisition of Delek US in August 2024, which brought the company to the U.S. for the first time.

“Jaime Longoria took over as CEO of OXXO USA and OXXO GAS in January 2026 after Hal Adams announced his retirement,” a FEMSA spokesperson told CStore Decisions. “This is an appointment in line with our strategy for growth and operational continuity in that market. We will share more information about plans in the near future.”

Longoria has been with the company for nearly three decades, beginning his career as a commercial manager for FEMSA Logistica in 1997. Over the following years, he held several roles including category director and commercial director for OXXO, CEO of OXXO GAS, and CEO for FEMSA Proximity & Health.

“After several years as part of OXXO, bringing our culture, our way of doing things and our people-centered approach to our expansion in the United States represents a deeply meaningful challenge for me — one that I am truly proud to take on,” Longoria shared via LinkedIn. “I am confident that, with a strong and committed team, we will continue to build a solid, consistent operation aligned with the values that define us.”

Longoria will continue to lead OXXO GAS in conjunction with his duties as CEO of OXXO USA.

OXXO’s Journey

In August 2024, the U.S. c-store industry was shaken up by the news that FEMSA had acquired all of Delek’s retail business for $385 million. The deal not only brought FEMSA and OXXO to the U.S. for the first time, but it also added 249 c-stores to its global footprint. 

At the time of the deal, OXXO signed a 12-month temporary services agreement with Delek so the company could assist with back-office operations, human resources (HR) and IT services as the company found its footing in the new market.

In October 2025 — the end of the 12-month agreement — CStore Decisions sat down with Hal Adams to learn about the chain’s progress in the market.

“We’re now a totally, fully functioning organization, providing all those back-office services for our own stores,” said Adams in October. At the time, the company was planning to open a service center in Dallas, Texas, which has since opened and serves as the chain’s U.S. headquarters.

OXXO began rebranding Delek stores immediately following the acquisition, notching 50 revamped stores in the Midland, Odessa and Lubbock area as part of “phase one,” Adams said. The company then set its sights on El Paso, where it operates 77 locations.

The company rebranded a handful of El Paso stores in 2025, with up to 35 more to come in 2026. This year, Adams expects the chain to “really start offering the assortment, the presence and the physical brand offering of OXXO in El Paso, which will be really exciting for us.”

Looking forward, OXXO plans to continue leveraging data to inform its decision making as it marches on with its large-scale rebranding efforts. Following El Paso, the company has several markets that it plans to focus on next. 

“We need to tackle Albuquerque, which is going to be a very popular market for our brand, as well as finish out Texas with Abilene and Wichita Falls,” Adams said. “But we intend to have all the stores done by 2028. So, it’s got a long horizon, but as the project takes more and more hold in the marketplace, we could speed up those initiatives, depending on the success, which breeds cash flow, which breeds speed.”