With 14.4% growth in
2012, ever expanding fresh food offerings 7 Eleven has garnered market share
from the QSR sector for several years.
In Q1, 2013, 7 Eleven will open its 50,000th location
worldwide. That is a huge
competitor. With an increased Television
and Radio campaign 7 Eleven will be in the minds-eye of customers all around
the world.
Subway is firing back
this month under the tag-line “Six-Inch Selects” the Subway program will offer
a rotation of sandwiches for the reduced price of $3. Currently the promotion is schedule to run
through June. Subway understands leveraging price. We all remember the wildly
successful $ 5 Dollar Footlong promotion.
Well the price point has moved once again. The retail food price value
equilibrium is experiencing continued discontinuity.
Many in the QSR space
have been following the success of 7 Eleven and retooled they value menus
including Wendy’s recently revamped value menu which could be too little too
late. Burger King has new “King Deals” in competitive markets. McDonalds had
refocused marketing dollars on it “Dollar Menu” edifying consumers “better for
you” price value relationship.
7 Eleven however is simply focused on selling more
fresh food. They are not afraid of any
of the “big four” QSR branded restaurants. 7 Eleven’s new price point for
breakfast is $2.00. Here is what they say ”Coffee goes with a lot of things, so
for this combo, we're letting you call the shots. (Feel free to call yourself
the Breakfast Combo King.) Buy a medium coffee and your choice of a sausage
biscuit, two bananas or two glazed donuts for just $2.” Not only is 7 Eleven
leveraging price they are empowering consumers choice edifying an interactive
participatory relationship. That is smart and a success clue that will garner
more share of stomach for 7 Eleven. If success leaves clues one of the clues is
the consumer will pick the winner.
For international
corporate presentations, educational forums, or keynotes contact: Steven
Johnson Grocerant Guru at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unit
restaurant operator, consultant, brand / product positioning expert and public
speaking will leave success clues for all. Facebook.com/Steven
Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant
No comments:
Post a Comment