There is no other food retail company that sells branded
fresh food as fast or as successful as 7-Eleven according to Steven Johnson,
Grocerant Guru®
at Tacoma, WA based Foodservice Solutions®. When it comes to food branding
7-Eleven has to rank near the top.
Consider that back in 1967 they branded the Slurpee
that has become a platform for fresh food fast and global success story.
Regular readers of
this blog know that success does leave clues and while the Slurpee was clue one
what would you say if 7-Eleven was to open Southern-inspired quick-serve
concept? Well, they did and they branded the concept called “Raise the Roost
Chicken & Biscuits”. The concept is co-located in one of four of the
retailer’s new Evolution
Stores.
In short, 7-Eleven
Evolution Stores are real-time, real-life experiential testing grounds where
customers can try and buy the retailer’s latest innovations in revolutionary
new store formats. Dubbed, “Chicken Worth Crossing the Road For,” Raise the
Roost offers a simple menu: made-from-scratch, hand-breaded fried chicken
tenders with signature sauces, bone-in and boneless wings, signature chicken
sandwiches and breakfast sandwiches. The in-store restaurant from 7-Eleven
offers both made-to-order and grab-and-go options.
Grocerant niche
Ready-2-Eat and Heat-N-Eat fresh prepared food sells and 7-Eleven knows it,
built on a dayparts with Coffee, the Big
Bite, Stuffed Pillsbury Waffle, Pizza and the Slurpee to name but a few.
7-Eleven President
and CEO Joe DePinto stated “On the go customers are looking for high-quality,
differentiated food options, and 7-Eleven continues to explore new concepts
that meet that demand,” “Raise the Roost offers craveable food and generous
portions at prices below what you’ll find at most fried chicken
establishments.”
In addition to Raise
the Roost, the New York 7-Eleven Evolution Store located at 88 Greenwich Street
also offers exclusive products, services and features:
·
Made-to-order
specialty drinks that give customers the option to customize their drinks in a
full-service beverage format including custom hot coffee drinks like flavored
lattes, mochas and more as well as custom cold drinks like smoothies and cold
brew coffee
·
Self-serve
bean-to-cup coffee with the addition of touch-screen machines that brew custom
hot and iced coffee in just seconds
·
Novelty
beverages on tap that dispense cold beverages like tea, cold brew, kombucha,
nitro cold brew, flavored drinks and more
·
Cold
treats bar with self-serve frozen yogurt and ice cream that can be swirled to
create new flavors with multiple toppings
·
Mobile
Checkout: Customers can skip the checkout counter and pay for their purchases
via the 7-Eleven app and accompanying 7Rewards loyalty program
·
7NOW
Delivery App: 7-Eleven’s on-demand delivery app allows customers to achieve
convenience like never before and have their favorite items like fresh food,
beverages, snacks, groceries and household products delivered straight to their
door
Now consider this
7-Eleven understands that retail foodservice needs to be interactive and participatory
so each Evolution Store has customized design elements and product assortment
to reflect the neighborhood and customers it will serve.
One last success
clue: 7‑Eleven operates, franchises and/or licenses more than 70,000 stores in
17 countries, including 11,800 in North America. Remember Fresh food fast sells.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant
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