Friday, July 26, 2013

7 Eleven Branded, Bundled, Building a Loyal Food Following

Harken back to 1965 when 7 Eleven introduced the iconic Slurpee. Since 1965 millions upon millions of consumers (mostly kids) around the world had delighted and cooled down on a hot July day with a 7 Eleven Slurpee that is branded, licensed and thriving. Don’t think for a moment 7 Eleven is not serious about food.

7 Eleven has branded food products with outstanding success.  Today 7 Eleven continues to introduce new consumer focused foods that are hot, perceived fresh and targeted for time starved economy stretched consumers. The latest new product offerings include small portioned items that can be mix and matched and bundled into a customized personal meal including: “corn dog bites, mozzarella sticks with a side of marinara sauce and chicken chipotle Go-Go Taquitos”.
These new items are targeted at a new set of consumers according to Kelly Buckley, 7 Eleven’s  VP of Fresh Food Innovation who said "Millennials and the generation coming behind them are snackers, and I don't see them returning to the traditional three-meals-a-day standard," …"They were busy as youngsters, and life has gotten no less hectic for them as young adults. Kids, teens and 20-somethings are the biggest snackers. As even meals become more snack-like, 7-Eleven is adding smaller portions, mini-sizes and bites, and the public is eating them up, so to speak."
QSR’s have some new competition from 7 Eleven who with these new bundled options offer price and positioning that is attractive to Millennials and parents of snackers.
  • Corn dog bites are wrapped in a rich cornmeal batter, cooked to a golden crisp and served warm at a suggested retail price (SRP) of $1 for three.
  • Mozzarella sticks are made from 100-percent mozzarella cheese sticks, breaded with Italian-seasoned coating, baked until the cheese melts and served with a side of tangy marinara sauce. SRP is $1.49 for four.
  • The chicken chipotle taquito uses chipotle peppers to add a kick to the chicken and cheesy Monterey Jack, asadero and mozzarella filling. It is specially priced at $2.29 for two.
With 50,375+ units around the world no food retailer should discount the competitive fresh food focus of 7 Eleven.  Nor should they forget how good that Slurpee was back on a hot day in July in 1965.

Interested in learning how the 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization contact us via Email us at: or visit Johnson, or

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