Success does leave clues and
7-Eleven is one of the very best food
retailers at picking up all the right clues to drive top line sales and bottom
line profits according to Steven Johnson, the Grocerant Guru® at
Tacoma, WA based Foodservice Solutions®.
Once
again this past July 11, 7-Eleven Day, experienced a significant increase in
foot traffic due to its giveaway of free Slurpee’s between 11 a.m. and 7 p.m. GasBuddy, the smartphone app that connects
drivers to their Perfect Pit Stop, found that the giveaway had a major positive
effect at the more than 2,400 U.S. 7-Eleven stores that sell fuel.
The
annual July 11 branded indulgent promotion drove the average number of visits
per 7-Eleven gas station up 43 percent when compared to the previous 30-day
period, according to GasBuddy's data. When compared to the previous four
Wednesdays, including Independence Day, there was a 51-percent increase in
station visits the report found.
The
GasBuddy data showed there was a 36-percent increase in market share on July 11
compared to the past four Wednesdays. Typically, 7-Eleven ranked No. 3 in foot
traffic after Shell and QuikTrip. 7-Eleven jumped to the No. 1 spot that day.
Frank
Beard, convenience store and retail trends analyst at GasBuddy stated "This
is a great example of how in-store promotions can separate a brand from the
competition," … "More than 80 percent of convenience stores sell
fuel, and the challenge has always been to convert pump traffic into in-store
traffic. 7-Eleven used a well-known branded product Slurpees to drive customer
counts. What are you doing?."
Are you ready for
some fresh ideations? Do your food marketing tactics look more like yesterday
that tomorrow? Visit www.FoodserviceSolutions.us for more information
or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and
we just may have the clue you need to propel your continued success.
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