Chiles Selectos Express

An idea ahead of its time

Anticipating the trend of grocery shopping from your phone, in 2019 Pepe Estrada and Luis Rocha approached Corvuz with a clear vision: they wanted their customers to be able to shop for groceries online.
While an online store was a viable option, Chiles Selectos’ vision went beyond that. They wanted to be present and available at all times, because grocery shopping is a recurring activity. They weren’t looking for a website people would visit occasionally — they wanted to live on their customers’ phones, right on their home screens, ready whenever they needed to restock.
That’s how the idea was born: Chiles Selectos Express had to be a mobile app. An app where customers can sign up, shop for groceries, get a discount code for their first purchase, and pay either on delivery or by credit card directly within the app.

A bold proposal at the perfect time

The idea was both innovative and risky. In 2019, ordering groceries through an app wasn’t common in León, Guanajuato. Large chains didn’t yet have a well-established delivery service in the city, and most local markets relied entirely on in-store traffic. Betting on an app meant getting ahead of the market, with no guarantee that customers would adopt it.
At Corvuz, we developed the app throughout 2019. A complete system: product catalog, shopping cart, user registration, discount codes, credit card payment gateway, cash-on-delivery option, and customer address geolocation. Everything was ready to launch.
And then, the pandemic hit.

When the world stopped, they were ready

With the 2020 pandemic, businesses shut down across the city. But for Chiles Selectos, it was the perfect moment to launch. While other businesses improvised solutions through WhatsApp or social media, they already had a professional app—tested and ready to operate.
Chiles Selectos Express quickly positioned itself as one of the best grocery delivery options in León, Guanajuato. From the very first month, it was competing head-to-head with Walmart and HEB in delivery service — but with the proximity, product quality, and personalized service that only a local business can offer.

From local app to a market reference

Following the app launch, the brand gained significant visibility across the city. Sales grew by 30% that year, and brand recognition skyrocketed to the point where Chiles Selectos del Bajío began expanding through a franchise model.
What started as a risky idea in 2019 became the competitive advantage that defined the business’s growth. Today, Chiles Selectos is synonymous with grocery delivery and quality in León, Guanajuato — a local brand that proved that with the right technology and vision, you don’t need to be a corporation to compete like one.