Retail foodservice has never had a
large company that is evolving its brand with the consumer as fast as 7 Eleven
has been able too. Leveraging
relationships with industry leading companies the ilk of Coca Cola, 7 Eleven
has created another branded “better for you” product. This is another outstanding example of a new
food and beverage line, that tilts the scales of success as an entity with
identity it is “Slurpee Lite”.
Retail food customers today are
interested in customization, sustainability and multichannel retail
opportunities. 7 Eleven fits that
bill. Most new stores do not even sell
gasoline. The new focus at 7 Eleven is
prepared and fresh prepared food.
Slurpee Lite a line formulated by Fanta and is a drink line with 50% fewer
calories than a typical Slurpee, this drink is ready-2-eat and “better for
you”.
With food shoppers ever increasingly
connected via smartphones 7 Eleven can push proactive time relevant messaging
to consumer by region, zone, state or country.
The future of 7 Elevens success is its deliberate rapid deployment of
technology to tailor store formats with local appeal, in product and price
complemented with local branded food that leverages fresh and
sustainability. All of which is
complemented with the halo of national brands that denote quality, food safety
and success.
7 Eleven is positioning for family
success this summer by selling Slurpee’s for the entire family with incremental
sales in ready-2-eat meal components that can be bundled into a single meal or
family meal on the go or simply to give Mom the night off.
Steven Johnson is Grocerant Guru at
Tacoma, WA based Foodservice Solutions, with extensive experience as a
multi-unit restaurant operator, consultant, brand / product positioning expert
and public speaking. Facebook.com/Steven Johnson,
Linkedin.com/in/grocerant or twitter.com/grocerant
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