Monday, February 5, 2018

7-Eleven’s Brand Building Partnerships Work

Success does leave clues and Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® knows that 7-Eleven’s ability to leverage branded partnerships is a clue no one should over look.  

If there is there is one dominate element that will power success within retail foodservice over the coming years it is what  Johnson calls it the new electricity that is partnerships.   The new electricity must be very efficient for the supply and includes such things as regional fresh foods, urban farming (produce, seafood, etc.), local wine, and local beer, autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing.

Food companies the ilk of Supermarkets, Conveniences Stores, Dollar Stores, and Department Stores selling food that want to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing Ready-2-Eat and Heat-N-Eat fresh food.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson. Simply put 7-Eleven is doing just that.

Here is one example 7-Eleven announced a new partnership with Hershey for Hershey’s Gold caramelized crème cappuccino. The new 7-Eleven Hershey's Gold cappuccino mimics the rich buttery salty sweet taste of its namesake candy, according to 7-Eleven, adding that it began working months before the new candy bar launched to develop the exclusive flavored cappuccino.

Stop right here, I know you are saying that’s 7-Eleven with 65,000 units worldwide and we are not.  We understand that and our Grocerant ScoreCards point that out all the time.  My point is don’t be 7-Eleven the new electricity for you means being more authentic, more local, fresher, faster, with a local flare.

Your company can plug into the new electricity and the consumers need for complete grocerant meal solutions.  What should your brand be bundling for consumers?  Outside eyes can drive top line sales and bottom line profits.

Tap into the Foodservice Solutions® team for greater understanding of New Electricity or for a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991  of Tacoma, WA has been the global leader in the Grocerant niche. Contact: or 253-759-7869

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