Tuesday, November 24, 2009

Is 7 Eleven the Grocerant Global leader in Private Label Ready-to-Eat meals?

Working closely with it suppliers around the world 7 Eleven is quietly positioning it’s self to become the Global leader in Ready-to-eat and Ready-to-heat prepared food. Focusing on quality 7 Eleven has tasked it suppliers to guarantee the highest quality in it ready-to-eat food products. Mr. Yutthasak Bhumisurakul, Deputy Managing Director, CP All Plc., the operator of 7 Eleven stores in Thailand stated that the efforts are paying off. So much so that in Thailand alone they are selling around 5 million ready-to-eat meal packs per month which accounts for 70 % of total sales. The results; they are planning to open another 450 new stores next year!

Success leaves clues and 7 Eleven is out to recreate a new consumer relevant brand and do it quickly. Yosemite Road is 7 Elevens new private label brand of wine that was developed in only SIX MONTHS. It comes in two varietals a chardonnay and cabernet sauvignon and will be rolled out in Japan and the US to start. Those two styles are top sellers in the U.S. and Japan. Mark Herron a senior product director stated "Creating the wine was fairly easy because the taste profiles were already somewhat similar in Japan and the U.S. California wine is dominant in the U.S. and growing in Japan, especially at this entry-level price point”

7-Eleven has left the roller grill at the back door and recently has introduced Stay Fresh Bananas, Pizza, Chicken Wings. They are testing in new pilot stores their “latest insights into market trends to provide a range of 45 freshly prepared food products, including a hot breakfast menu and toasted sandwiches cooked to order.” This test includes a “café-esque range of hot lunch alternatives and will combine with Lavazza to offer barista-made coffee.” There is no doubt in my mind that the grocerant prepared food ready-to-eat and ready-to-heat niche will have a new global leader soon. US competitors had better take notice including Supermarkets, Grocery Stores as well as other Convenience Stores. Contact me for more at: http://www.linkedin.com/in/grocerant or leave a comment below.

 For more about the grocerant niche visit: www.FoodserviceSolutions.us call 253-759-7869  or read this article: http://www.anything4restaurants.com/blog/index.php/2009/07/restaurant-consumer-discontinuity-the-consumer-moved-first/

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