<p>Brand, design consultant will assist Mexico's largest c-store chain with foodservice expansion
NEW YORK -- Strategic branding and retail design consultancy CBX said that its retail division has been retained by Mexico's Cadena Comercial OXXO, North America's largest operator of convenience stores, to assist with an expansion of its foodservice offer. Headquartered in Monterrey, Mexico, OXXO presently operates 8,426 c-stores across Mexico and Latin America and is wholly owned by FEMSA (Fomento Econ amico Mexicano), a beverage company that brews Sol, Carta Blanca, Tecate and Indio beer.

The chain currently offers traditional c-store fare such as hot dogs, sodas and bakery items, as well as a vast selection of bottled beverages.

In addition to working with the chain on developing its food program, CBX is consulting on a variety of operational matters related to the foodservice program. "Mexico's middle class continues to grow, and OXXO wants to position itself for future growth and profit," said Ralph Sloan, senior partner for retail at CBX.

Since its founding in 1977, OXXO operates freestanding stores ranging from 1,500 to more than 3,000 square feet. Aggressively expanding, the chain is on track to field more than 12,000 stores by 2014. In 2010, OXXO unveiled about 1,080 new stores, for an average of 2.9 stores opening daily.

OXXO stores are identified by their red-and-white sans serif logo along with well-executed interiors. The stores, most of which operate 24 hours a day, serve the everyday needs of millions of Mexicans who can visit a conveniently located OXXO store by foot or car. The chain offers its customers easy access, a fast and comfortable shopping environment and the ability to directly pay utility bills in store. Customers can find hundreds of everyday items from a wide array of household staples that range from laundry detergent to Mexican dietary mainstays such as tortillas and produce at prices competitive with the country's supermarkets.

New York City-based CBX is a fully integrated creative agency specializing in retail design and operations, brand and corporate identity development, packaging, research and motion branding. As a full-service consultancy, CBX offers architecture, interior design, merchandise and store planning, identity and branding, graphics and environmental graphic design, media design, product design, master planning, construction detailing and consumer research.

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