Friday, October 18, 2013

Roll, Roll, Roll Away Roller Grill 7 Eleven Fresh Food Repositions the Brand.

No the roller grills are not gone. Well not gone yet.  Foodservice Solutions® Grocerant Guru in his November 2009 article Roll, Roll, Roll Away Roller Grill suggested that the end of the Roller Grill was on the way.  Since then he has documented the evolving consumer and their desire for fresh food.  He has highlighted the fact that Fresh Fruit is Fast Food and as you can see from the photo’s 7 Eleven is expanding the halo of fresh throughout the store.

Regular readers of this blog know that 50%+ of 7 Eleven’s new units do not sell gasoline.  They focus on fresh food.  Many might say that 7 Eleven is rebranding.  What 7 Eleven has been doing is evolving with the consumer.  In fact today with 51,000+ units open around the world 7 Eleven had been evolving with the consumer better than almost any other food retailer.

When Dublin, Ohio-based WD Partners, the company that was tasked to "reposition and rejuvenate [7-Eleven]'s stores in order to better capture the millennial and female demographics."  it looks as if they have done a very good job from shots provided in the article. Don’t forget fresh fruit is fast food.

Consumers desire for “better for you” products does not mean that don’t want legacy favorites.  Simply look around at the retail food chains doing well.  However the new environment, color scheme, logo, and product placement will elevate the halo of “better for you” at 7 Eleven driving customer frequency and garnering additional share of stomach.

While the roller grill is still around and you can still get the “big bite”. I for one continue to say Roll, roll, roll away roller grill.   Success does leave clues and 7 Eleven is evolving fast.   Outside Eyes for Inside Results Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a brand leveraging integration strategy. Visit: Johnson, or

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