'Fabulous Fresh Foods Friday' 7 Eleven is turning up the heat on restaurants.

Non-traditional fresh food retailers have been garnering market share from the restaurant sector for 7 years.  The Convenience sector has garnered the most over that period.  7 Eleven the world’s largest C-store chain once known as the king of roller grill food is stepping out from behind the roller grill and into fresh food in a big way.

7 Eleven is proud of what they are cooking, brewing and warming in its stores and last Friday they offered residents of Washington and Oregon free samples of new fresh food offerings. I what they called “Fabulous Fresh Food Friday”.  Yes, 7 Eleven has its eyes on the ready-2-eat and heat-N-eat fresh prepared food grocerant niche is a big way.

 

While all of the samples were free disappointment could be hear during our channel check over some of the “fresh” roller grill items the new coffee, fresh sandwiches and Salted Caramel Mocha Cappuccino seemed to be a hit. I agree the roller grill seemed to diminish the value of the messaging.  I do not think they should eliminate the roller grill right away but when offering “Fresh Food” it might be wise to reflect on consumers predisposed inclinations on the roller grill.

7 Eleven with global sales in-excess of 76 Billion Dollars can and will become a global force in the ready-2-eat and heat-N-eat fresh food grocerant niche. All food retailers must be mindful success leaves clues and 7 Eleven is elevating its fresh food offerings that is a clue to how they grew new units 14.4% in 2012. Did you? Close to 50% of 7 Elevens new stores do not sell gasoline, they are food focused.

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