Our comfort zone in most cases is our
neighborhood. The level of familiarly comes with that comfort, local meals
fresh to most Americans, local means better, but most important local elevates
the security of comfort to the point of even over looking a mistake, error, or
mis-step by a local restaurant, local grocer, or a local c-store according to
Steven Johnson, Grocerant Guru® at
Tacoma, WA based Foodservice
Understanding the value of comfort as a
consumer touchpoint 7-Eleven
Inc. is making a colorful splash in neighborhoods across the country by
commissioning local mural artists to bring the retailer's creative vision to
life at select stores edifying its relationship with consumers.
has teamed up with The
Ammersion Group, a creative agency based in Dallas, to identify acclaimed
artists to create neighborhood-specific murals on the interior and exterior
walls of both existing and new 7-Eleven stores that will tie 7-Eleven closer to
each neighborhood according to Johnson.
So, the goal of the mural program is to
capture each neighborhood's energy through inclusive on-site murals in order to
bring connection and creativity to local communities, the retailer said.
7-Eleven launched the art project in its hometown of Dallas.
7-Eleven Senior Vice President and Chief
Marketing Officer Marissa Jarratt, stated, "We kicked off our mural
program with a local artist at a new 7-Eleven Evolution Store, an experiential
testing ground where we test new concepts, products and services before we
scale them across the 7-Eleven system,". "It's been a hit so far and
I've seen my fair share of excited customers stop what they're doing to take
Instagram-worthy photos in front of the larger-than-life mural. This positive
customer behavior and feedback has encouraged us to expand the concept to more
stores in 2021."
Guzman continued, "Creating a mural
for 7-Eleven in my very own neighborhood was a true honor and a
privilege,". "I'm very grateful to The Ammersion Group for believing
in my work and connecting me with the 7-Eleven team to create a new landmark
for the Lake Highlands community."
In east Dallas, two more mixed media
murals have already been painted by portrait artist Brandon Adams at a
Southside store on South Lamar and graffiti artist and local arts scene leader
Tex Moton at a yet-to-open store on Park Lane and Abrams all to edify local,
customers to their local stores.
7-Eleven and The Ammersion Group
collaborated on the project under the umbrella of "Artists Building
Brands." The retailer directly engaged the north Texas arts community to
bring communities together and plans to do the same in other cities. More
murals will appear at north Texas 7-Eleven locations throughout 2021. How are you edifying your relationship with
Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement
assistance, or call our Grocerant Guru®.
1991 Foodservice Solutions® of Tacoma, WA has been the
global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869