Sunday, June 30, 2019

7 Eleven Looking A Customer Ahead Looks a Lot Like a Restaurant

While traditional grocery stores continue to capitulate market share, convenience stores the ilk of 7-Eleven continue to growth units, same store sales, and bottom line profits according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
So, how do they do that?  Simple, convenience stores are looking like, acting more like, and following success-steps left by chain restaurants and according to Johnson 7-Eleven is doing better at that  than most. Copycat menus, marketing, and mix and match meal offering of grocerant niche fresh prepared food has been the key driver of customer adoption for the c-store sector. Now, 7-Eleven is following the lead of Dominos offering delivery in public parks, ball fields, and gather spots all with a smartphone app.
7-Eleven’s new 7NOW delivery smartphone app users to order their favorite products and get it delivered to anywhere they are.  Copy-cat marketing works, and in just over a year 7-Eleven has copied Dominos delivery which will help drive incremental sales per unit where it is offered according to Johnson.

Here's how it works:
·         To order delivery to a 7NOW Pin, shoppers simply open the app, which will auto locate their current location or show the nearest 7NOW Pin on the app's interactive map.
·         Each 7NOW Pin corresponds to a public place or space where users can receive the delivery.
·         A courier will pick up the order from the nearest participating store and deliver it to the selected 7NOW Pin location or specified address in 30 minutes or less on most occasions.
Success does leave clues.  7-Eleven excels a picking up the right clues and edifying their system with them.  7-Eleven understand that consumers are dynamic.  Your customers are dynamic, they are on the move, are your offering them what they want, where they want it? Are you looking a customer ahead?
Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  

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