The Legend of OXXO

[ddavis]

The Legend of OXXO

OXXO: They Are Everywhere

When I think picnic, I think OXXO: It’s a name, a symbol, a quick-stop market, and their stores are everywhere throughout Mexico.

Each time I see OXXO with its unique, ubiquitous logo prominently displayed, I’m reminded of the typical Mexican greeting, two hugs and two kisses. Mexicans often say hello with a hug, two kisses, one on each cheek, and a second hug. Like O’s and X’s at the bottom of a love letter, OXXO stands out.

How did OXXO get its name? This was a mystery, and I was curious enough to check it out. Someone at Femsa, the corporate owner of this 7-11-like chain of quick-stop shopping markets, must know.

Maybe OXXO is a contraction, a made-up word like Spam, the canned meat, not the unwanted email. Original Spam is a contraction of “spice and ham,” invented in Austin, Minnesota, as a brand name. Later, due to an English TV parody, Spam became the derogatory catchword for unsolicited email messages.

I asked, “What does OXXO mean?” No one knew. Femsa produces major food products, and I suspect these quick-stop markets were developed as a distribution channel. One product, Doble Equis, or XX Beer, is a best seller. That ties in with the OXXO, but where did the bookend Os come from?

I spoke with Sr. Jose Luis Rodriquez, Jefe Administrativo of OXXO, and he said, “OXXO was once a franchise, but we prefer a bonus participation agreement with a manager, who acts like an owner. OXXO hires, selects the site, and pays the rent and taxes.”

The full participant is responsible for employees’ wages and insurance, but in return he earns a generous commission. A salaried manager participates in a bonus agreement, but has greater income security.

“How do you select a manager?” I asked. “We like OXXO to be family run. Husband, wife and children.”

“Sounds Chinese,” I said. Jose Luis laughed.

I was interested in how much an OXXO manager or participant might earn in a year. “Well it all depends," was the answer. “A good store, family run, might earn $30 to $35,000 a year. An average salaried manager, plus bonus, may net $1000 a month.”

Sr. Jose Luis couldn’t tell me the origin of the name. It was still a mystery. He showed me a satellite map of San Luis Potosi, noting the principle streets. The map looked like a star chart, a Milky Way of OXXOs.

“We like corner stores. Can you tell me when the traffic flow is one-way on two intersecting streets which corner is preferred?” I looked at the map and guessed wrong.
“It’s the corner across from the intersection where drivers have the longest moment to see and think.” OXXO hopes he'll stop and shop.

I thanked Sr. Jose Luis, walked down Carranza, where there are multiple OXXOs. I stopped and bought a newspaper. I asked the manager, Andre, “Do you know why your store is named OXXO?”

“Yes,” he surprised me. “It’s a shopping cart.”

I was confused. I understood the word “carro” (car) but my Spanish vocabulary at first didn't understand that “carrito” (little car) in this case means shopping cart.

Andre drew a picture of a large basket. Then he put two wheels and two axles underneath the basket. OXXO: wheel, two axles, and a second wheel.

Sounds like an urban legend to me. But who knows? It may be the true source.

[conklinwh]

At least it sounds good although I don't remember any shopping carts at OXXO.
Good that you are back online. Not sure why the dearth of exchanges.