Sunday, March 18, 2018

7-Elevens Personalizes, Customizes, Convenience

Is 7-Eleven the ‘Top Dog’ of convenience retailing?  Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® ask that question because in his minds-eye there is no doubt that with more than 65,000 stores in 18 countries, including 11,600 in North America the numbers would say so.
However that’s not why Johnson thinks 7-Eleven is the convenience stores ‘top dog’.  Johnson believes that 7-Eleven once reliant on the roller grill which was the platform for consumer interactivity including topping each hot dog with personalized, customized toppings of the consumer’s choice. 
7-Elven has adopted an integrated get fresher strategy that included the key hallmark of the grocerant niche personalization and customization according to Johnson. Here is the latest example they are launching customizable tots as the newest addition to its hot food menu.
Customers can make their 7-Eleven Tots the way they want by choosing from any 10 topping choices, as well as mustard and ketchup, at participating convenience stores. Available topping choices vary by store, but primary toppings typically include chili sauce, melted cheese, pico de gallo, diced onion, sliced jalapeno peppers, green relish and pickles. Ranch dressing is also available.
Robin Murphy, 7‑Eleven director of fresh food stated "Tots are hot"… "They're served up on appetizer menus at trendy bars and restaurants. You can ever find tots and topping bars at weddings. 7‑Eleven has its own version of a tot bar for customers to create their own favorite tasty tot concoction. We encourage culinary creativity."
Better yet made in America yes 7-Eleven Tots are made with 100-percent real Idaho and Oregon potatoes, and are cooked to be crispy and golden brown on the outside with fluffy potatoes on the inside.​​​​​​​
Murphy continued "The new potato tots are great as a hot side to a grilled Big Bite hot dog, cheeseburger, breakfast sandwich or to eat alone as a snack at any time of day".. "I think for many, they're a guilty pleasure." The suggested retail price for a small order of 10 7-Eleven Tots is $1, while the large 25-tot order goes for $2. We ask how is your team integrating the FIVE P’s of Grocerant niche Marketing?
Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization? Email us at: or visit: for more information.

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