Brand messaging coming from 7-Eleven is clear. 7-Eleven is looking a customer ahead and letting everyone know that if you drive an Electric Vehicle (EV) you are welcome at 7-Eeleven. There is no doubt that once again the cost of gasoline is on the rise and EV’s are top of mind.
EV are good for the environment according to many and that is part of the halo of ‘better-4-you’ products grocerant niche consumers consider important according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Let’s take a look:
1. Our new 2021 Grocerant ScoreCards found 82.3% of consumers don’t know what’s for dinner at Noon, and 61.1 don’t know what’ s for dinner at 4PM %.
2. 83.1% all dinners have at least 1 grocerant niche Ready-2-Eat and Heat-N-Eat meal component and 68.4% have two meal components.
3. When asked if they wanted to cook dinner from scratch or assemble dinner from fresh meal components 90.4 % of Gen Z chose assemble from Fresh Prepared Meal Components and Millennials 82.7% chose meal components.
5. Prepared food purchases are frequently a planned purchase among 59% of shoppers, while 41% of shoppers said they buy prepared foods on impulse. Dinner has the highest amount of prepared food buys with 79% of respondents making purchases for that meal, while lunch comes in at 77% and breakfast at 62%.
6. 55% of consumers would like to try autonomous EV delivery
7‑Eleven latest initiative calls for installing at least 500 Direct Current Fast Charging (DCFC) ports at 250 select convenience stores in the United States and Canada by the end of 2022. Ok we know that not autonomous, but its an consumer touchpoint that can’t be over look and &-Eleven knows that.
7‑Eleven President and CEO Joe DePinto, stated "7‑Eleven has always been a leader in new ideas and technology to better serve the needs of our customers," "Adding 500 charging ports at 250 7‑Eleven stores will make EV charging more convenient and help accelerate broader adoption of EVs and alternative fuels. We are committed to the communities we serve and to working toward a more sustainable future."
Yet, there is more under the halo of better-4-you as 7-Eleven pledged recently to meet a 50-percent reduction of carbon emissions by 2030. The pledge more than doubles 7-Eleven's 2016 goal to achieve a 20-percent reduction of carbon emissions from its stores by 2027. 7‑Eleven reached that reduction goal in 2019, eight years ahead of schedule.
a. Purchasing 100-percent wind energy for 800-plus Texas stores and 300-plus Illinois stores;
b. Using hydropower at 150 stores in Virginia;
c. Using solar energy to power 300 stores in Florida.
DePinto, continued "7‑Eleven's legacy is bringing convenience to the customer, and that continues to evolve — from ice on a dock in 1927 to electricity for your car today. "7‑Eleven's rapid expansion of EV charging ports across the country is good for our customers and our planet and it's the right thing to do."
7‑Eleven operates, franchises and/or licenses more than 77,175 stores in 16 countries and regions, including 16,000 in North America. We think they are doing something right and this is one of them.
For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869