Want a Fresh Sandwich for a $ 1.00 Try 7 Eleven

Sampling and product trial are the best ways for a brand to garner new customers according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Success does leave clues and 7 Eleven once again is extending in reach into grocerant niche Ready-2-Eat and Heat-N-Eat fresh food with a price focused limited time offer targeting new sandwich offerings for spring and summer.  

Yes, there is a catch, 7-Eleven is offering dollar deals on select freshly prepared deli sandwiches at participating Texas locations only from March 18-22. These new sandwiches are made using artisan breads baked especially for 7-Eleven by Dallas-based Village Baking Co.

Bob Frey, 7-Eleven director of merchandising Stated "Most people probably wouldn't expect to find a sandwich bought in a convenience store served on hand-crafted bread baked in a French bakery right here in Dallas," "It may be unexpected, but it's that kind of quality we want customers to expect in all 7-Eleven fresh foods."

Like most grocerant niche fresh food these have a ‘halo’ of better-for-you around them according to Johnson.  Think about it for $1, a customers can choose from an Italian sub; a bistro-style three-meat deli sandwich; traditional favorites such as chicken, tuna or egg salad; a better-for-you 7-Select GO!Smart turkey sandwich; or peanut butter and jelly.

Here is what I think is a hick-up and a miscue when it comes to brand building; the sandwich offer is only available to registered members of the convenience store retailer's 7Rewards loyalty program. Customers are limited to one discounted sandwich per day. Thus, they are a reward not a branded invitation.

Tarang Sethia, 7-Eleven vice president of digital customer experience stated "We always want to provide customers with the best value and deals," .. "7-Eleven sandwiches are a good deal any day of the week, but during the week of March 18, sandwich-lovers can busy their favorites or try something new at one of the best prices ever only through the 7Rewards loyalty app." So, Tarang why don’t you want to expand your customer base?   

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 www.FoodserviceSolutions.us  of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Battle for Share of Stomach