OXXO Teams Up with MrBeast for Unique Store in Lima
Convenience store giant bets on influencer power in Peruvian market
Mexican convenience store chain OXXO is boosting its commitment to innovative retail experiences with the launch of a thematic store in Lima, Peru, in partnership with a brand created by a well-known YouTuber. The store is scheduled to open this Friday.
Feastables Flagship Opens
Located on Marcona Street in Lima, the new location will be the first physical flagship store for MrBeast‘s Feastables chocolate line. This opening marks the official entry of Feastables into the Peruvian market, highlighting the growing trend of retail spaces offering immersive brand experiences, according to the company.
The store aims to provide direct customer interaction, product tasting, and a strong digital presence. OXXO, owned by FEMSA, seeks to evaluate how these new physical models impact the overall consumer experience. About 50% of consumers discover new brands through word-of-mouth, and in-person experiences can drive that buzz (McKinsey 2024).
Strategic Partnerships
Feastables’ entry into Peru is facilitated through a strategic alliance involving OXXO and Negusa, a distributor specializing in pastry products and part of Machu Picchu Foods.
Also producing lines for companies like Nestlé, Arcor, and Kraft, Machu Picchu Foods also makes the “HH” line for comedians Jorge Luna and Ricardo Mendoza, thus exploring products backed by entertainment figures.
OXXO’s Expansion in Peru
OXXO has been expanding its presence in Peru, reaching 160 locations in 2024. These include 156 stores in Lima, three in Arequipa, and one in Ica.
Juan Carlos Fajardo, General Manager of Oxxo Peru, has emphasized the importance of 24-hour service in key Lima districts. A San Borja store, for example, partnered with Tic Tac to offer a unique customer experience.
OXXO began operating in Peru in 2018 and employs over 1,000 people, competing with Tambo, which has more than 480 stores, and Listo!
Machu Picchu Foods and MrBeast Chocolates
Machu Picchu Foods, a major agro-exporter in Peru, manufactures the chocolates for MrBeast‘s Feastables brand. This collaboration positions the company as a key partner in the global expansion of digitally native brands.
With a presence in 40 countries and a network of over 4,000 Amazonian farmers, Machu Picchu Foods combines sustainability, traceability, and large-scale production, making it a significant player in the cocoa industry.