Elektra supermarket in Mexico recently started accepting Bitcoin payments and is encouraging their clients to do so, as they offer a 20% discount when paying with it (until end of the year).
Here's the promo banner (in Spanish):

Now people in Mexico are able to buy groceries, and retail in general using Bitcoin directly.
An interesting thing to consider is that the parent company, Grupo Elektra, has operations in these countries: Mexico, US, Guatemala, Honduras, Peru, Panama, and El Salvador.
source:
https://en.wikipedia.org/wiki/Grupo_ElektraThat means that they already accept Bitcoin directly from at least 2 countries: Mexico, and El Salvador. Some of the other countries in that list could potentially be the next one.
This is a simple strategy to beat the competition and stay ahead. And sometimes, beating the competition means being the first. And in this niche, they are certainly the first. When BTC gains wider approval, they're almost going to "control" a huge chunk of it. Well, let's see how it goes.