When it comes to leveraging branded food items, few
companies do it as effectively as 7-Eleven.
According to the team at Tacoma, WA-based Foodservice Solutions®, 7-Eleven has
managed to maintain its position as a convenience store leader by continuously
innovating around its branded food offerings. One of the earliest trends
identified by Foodservice Solutions® Grocerant
Guru®, Steven Johnson, was the decline of the roller grill as a mainstay of
convenience stores. However, 7-Eleven’s
Big Bite hot dog has managed to stand the test of time, largely because of its
branding.
Fast, affordable, and always hot, the Big Bite has remained
a key driver of 7-Eleven's foodservice success. But with changing consumer
habits—especially as millennials increasingly gravitate toward fresh, fast, and
flavorful foods, and Gen Z demands even quicker access to fresh options—will
the Big Bite continue to be the hook that it once was? In an age where you can
have almost anything delivered to your door within the hour, either by Amazon
or a ride-sharing service, is the traditional convenience store still relevant?
Joe DePinto, CEO of
7-Eleven, spoke candidly about the fast-evolving landscape of convenience
retailing. “The landscape is changing so fast. Yes, there’s Amazon and there’s
GrubHub... It’s all about immediate consumption,” DePinto remarked. “We have to
be prepared and ready in ways that our customers want. And the last four or
five years, we’ve had our heads down, grinding it out. And we’re doing a lot of
things right.”
So, does the Big Bite represent the convenience store of
the past or one that will thrive in the future? As consumer focus increasingly
shifts to healthier options and ‘better-for-you’ foods, it’s likely that
7-Eleven will soon rebrand the Big Bite and offer a healthier version that
caters to these evolving preferences. This could involve options such as
lower-fat or plant-based alternatives, giving the classic Big Bite a modern,
health-conscious twist.
In line with staying relevant to today’s consumers,
Foodservice Solutions® suggested the use of digital menu boards, and 7-Eleven
has begun to implement these at select locations. This is an important step
toward maintaining relevance in a landscape where convenience store food
offerings are rapidly evolving. Jeff Lenard, vice president of the National
Association of Convenience Stores, puts it simply: “7-Eleven is still the face
of the industry.” However, that face must adapt to reflect the changing consumer
expectations for fresher, healthier, and more customizable food options.
Historically, one of the cornerstones of 7-Eleven’s branded
food offerings has been the Slurpee, which has also evolved to meet consumer
demand for ‘better-for-you’ options. Today, Slurpee’s come in low-calorie and
no-calorie variations, catering to those seeking a lighter, more
health-conscious treat. However, the roller grill, while still cranking out Big
Bite hot dogs, can seem like a relic of a past era, a symbol of convenience
stores' older model of foodservice.
Today’s retailers—such as Sheetz, Rutter’s, Wawa, and even
Safeway—have eliminated the roller grill, opting instead to allow consumers to
customize their meals, which are prepared fresh. This shift in the market is
particularly appealing to Gen Z and millennials, who now see convenience stores
as a place to grab a high-quality, fresh meal—like a customized sandwich—on the
go. Meanwhile, Baby Boomers may still associate convenience stores with the
nostalgia of roller grills, old-school hot dogs, and sandwiches that have seen
better days.
7-Eleven has started to evolve, offering fresh fruit,
salads, sandwiches, and other healthier options in some of its locations,
including at its new headquarters. However, convincing franchisees to abandon
the roller grill tradition and move toward more fresh, prepared meals has
proven to be a challenge. Joe DePinto acknowledges that “healthy” and “cheap”
are not terms often associated with convenience stores. Yet, 7-Eleven is
working hard to change that perception. The company reports that today, more than
50% of 7-Eleven stores worldwide no longer offer gasoline. This change is part
of 7-Eleven’s broader effort to diversify and rebrand itself as a destination
for fresh, affordable meals that cater to the growing demand for healthier food
options.
As convenience stores evolve, it’s clear that fresh, fast
food that is ‘better for you’ and affordably priced will be 7-Eleven’s key
differentiator in the coming years. This evolution represents an exciting
opportunity for the convenience store industry as a whole, and 7-Eleven in
particular, to redefine what it means to be a modern, relevant retailer.
Success Leaves Clues—Are You Ready to
Find Yours?
One key insight that continues to drive success is this: "The
consumer is dynamic, not static." This principle is the foundation of
our work at Foodservice Solutions®, where Steven Johnson, the
Grocerant Guru®, has been helping brands stay relevant in an ever-evolving
market.
Want to strengthen your brand’s connection with today’s
consumers? Let’s talk. Call 253-759-7869 for more information.
Stay Ahead of the Competition with
Fresh Ideas
Is your food marketing keeping up with tomorrow’s trends—or
stuck in yesterday’s playbook? If you're ready for fresh ideations that set
your brand apart, we’re here to help.
At Foodservice Solutions®, we specialize in consumer-driven
retail food strategies that enhance convenience, differentiation, and
individualization—key factors in driving growth.
👉 Email us at Steve@FoodserviceSolutions.us
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