Success does leave clues and 7-Eleven is one of the very best food retailers at picking up all the right clues to drive top line sales and bottom line profits according to Steven Johnson, the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Once again this past July 11, 7-Eleven Day, experienced a significant increase in foot traffic due to its giveaway of free Slurpee’s between 11 a.m. and 7 p.m. GasBuddy, the smartphone app that connects drivers to their Perfect Pit Stop, found that the giveaway had a major positive effect at the more than 2,400 U.S. 7-Eleven stores that sell fuel.
The annual July 11 branded indulgent promotion drove the average number of visits per 7-Eleven gas station up 43 percent when compared to the previous 30-day period, according to GasBuddy's data. When compared to the previous four Wednesdays, including Independence Day, there was a 51-percent increase in station visits the report found.
The GasBuddy data showed there was a 36-percent increase in market share on July 11 compared to the past four Wednesdays. Typically, 7-Eleven ranked No. 3 in foot traffic after Shell and QuikTrip. 7-Eleven jumped to the No. 1 spot that day.
Frank Beard, convenience store and retail trends analyst at GasBuddy stated "This is a great example of how in-store promotions can separate a brand from the competition," … "More than 80 percent of convenience stores sell fuel, and the challenge has always been to convert pump traffic into in-store traffic. 7-Eleven used a well-known branded product Slurpees to drive customer counts. What are you doing?."
Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow? Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.