7-Eleven Foodservice Day-part Expansion

Ready-2-Eat and Heat-N-Eat fresh prepared food is driving sales in the grocery sector deli by 9% a year according to IRI’s Chris Dubois. 7-Eleven is not about to shy away from that growth.  So, 7-Eleven Inc. is focusing in on its breakfast menu with the addition of two new Melt sandwich varieties.

It is abundantly clear that 7-Eleven is targeting McDonald’s and Burger Kings AM Day-part with the new offerings.  They are a Bacon, Egg and Cheese Breakfast Melt and the Maple Sausage, Bacon and Cheese Breakfast Melt are now available for a suggested retail price of $2.99 at participating stores.

Leaving nothing to chance 7-Eleven is offering a “free Breakfast Melt sandwich with the purchase of any coffee from Feb. 23-26. Customers who text "Breakfast" to 711711 will receive a coupon link sent to their smartphone, with the limit of one per customer.”

The Bacon, Egg and Cheese Breakfast Melt is made with fluffy egg and topped with thick-cut, hickory-smoked bacon, melted aged cheddar cheese and garden vegetable cream cheese, while the Maple Sausage, Bacon and Cheese Breakfast Melt is made with maple sausage and thick-cut, hickory-smoked bacon and topped with melted aged cheddar cheese. Both come on a fresh artisan ciabatta roll.

Nancy Smith, senior vice president of fresh food and proprietary beverage merchandising for 7-Eleven. Stated "Our goal was to create a high quality, great tasting toasted breakfast sandwich that is best in class in the market…Through careful selection of premium ingredients with our partners, I believe we more than achieved that goal."

Smith continued "All-day breakfast is heating up at quick-serve restaurants… While some food outlets are just now realizing the importance of offering all-day breakfast, 7‑Eleven has long offered its fresh foods — and every product — morning, noon and night."

Our Grocerant Guru® found that “The universal commonalities in Ready-2-Eat and Heat-N-Eat fresh prepared food are fueling retail success around the globe.”  Do you have a product positioning and pricing strategy? What is your growth rate?  It may be time to think about Outside Eyes from the Grocerant Guru®. 

 Invite Foodservice Solutions® to complete a Grocerant Scorecard or a Grocerant Program Assessment.  Since 1991 www.FoodserviceSolutions.us  of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant Contact: Steve@FoodserviceSolutions.us