Tuesday, May 15, 2012

7 Eleven connecting with customers.

Retail foodservice has never had a large company that is evolving its brand with the consumer as fast as 7 Eleven has been able too.  Leveraging relationships with industry leading companies the ilk of Coca Cola, 7 Eleven has created another branded “better for you” product.  This is another outstanding example of a new food and beverage line, that tilts the scales of success as an entity with identity it is  “Slurpee Lite”.

Retail food customers today are interested in customization, sustainability and multichannel retail opportunities.  7 Eleven fits that bill.  Most new stores do not even sell gasoline.  The new focus at 7 Eleven is prepared and fresh prepared food.  Slurpee Lite a line formulated by Fanta and is a drink line with 50% fewer calories than a typical Slurpee, this drink is ready-2-eat and “better for you”. 

With food shoppers ever increasingly connected via smartphones 7 Eleven can push proactive time relevant messaging to consumer by region, zone, state or country.  The future of 7 Elevens success is its deliberate rapid deployment of technology to tailor store formats with local appeal, in product and price complemented with local branded food that leverages fresh and sustainability.  All of which is complemented with the halo of national brands that denote quality, food safety and success.

7 Eleven is positioning for family success this summer by selling Slurpee’s for the entire family with incremental sales in ready-2-eat meal components that can be bundled into a single meal or family meal on the go or simply to give Mom the night off.

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions, with extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant

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