Fresh Ready-2-Eat and Heat-N-Eat food can now be found at 7 Eleven. The expanded fresh food program and improved beverage offerings including coffee drove a resurgence and consumer frequency at 7 Eleven 2010.
7 Eleven is now focusing on double digit sales growth in retail food for 2011. That’s a tall order given they have been growing sales by 3 percent to 4 percent per year with price focused BOGO’s.
Looking at the big picture I think they can do it. In late 2009 they began ramping up opening new stores and in 2010 that program combined with strategic acquisitions have increased their market share substantially. The fresh food offerings both in urban and suburban locations have been received well.
Shedding the roller grill and roller grill image may be the largest obstacle that 7 Eleven has to over come. BOGO’s will work well during tumultuous economic times. However the roller grill takes consumer back to the days 7 Eleven did not have fresh food and re-enforces stereotypes that would be best left in the past. If 7 Eleven wants to garner market share from the QSR sector they will have to shed the roller grill image.
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