Convenience remains a category less impacted by online, and it’s good to see 7-Eleven continue to innovate. The experimentation is what will ultimately determine if the new concept will be successful. In order to understand the impact of the new concept, I’d recommend that management closely study both store traffic and conversion trends in the new format. While store visitation may not necessarily increase, management should expect to see an increase in conversion rates and/or average sale values as key success markers of the new format.

The 7-Eleven Evolution store combines a number of proven concepts into one location. he first is the Laredo Taco Company which originated at the Stripes company in Texas. It has proven to do well everywhere it has been introduced. The bean-to-cup coffee making process not only cuts wastes and guarantees the customer a fresh cup but also adds to the theater element. The same is true for the other elements featured in the Evolution store. The challenge for 7-Eleven in going to be consistent execution in its franchise organization on the fresh food offer which I see as the Evolution concept’s cornerstone.

Convenience is a growing area of the market and 7-Eleven is in an ideal position to capitalize on it. Unfortunately, a lot of 7-Eleven stores deliver a sub-par experience that is uninspiring and lackluster. It is great to see a new format that incorporates new ideas, better foodservice and uses more technology to improve service for shoppers. This now needs to be rolled out to help 7-Eleven defend itself against more players entering the convenience and small-space market.

It’s simple. The customer wants more convenience and 7-Eleven is doing what they can to provide that. Selection, location and an easy system or process — that’s what the customer wants and what 7-Eleven is focused on. Note that price is not on that list. 7-Eleven is smart to test. And they will test some more before they roll out to more stores. That’s what smart retailers do.

Now this feels like a great concept for 7-Eleven to test (as opposed to the cashierless model discussed here recently). Localized assortments, fast-casual dining, healthier options, and a wider assortment fo fresh goods all resonate with today’s consumers and I expect these new Evolution formats to be very well received. I suspect their success will be more dependent upon marketing than anything. If people discover these new stores, I expect they will like them.

7-Eleven is keeping up with the c-store industry by evolving to changing customers’ needs — more fresh, more theater, more drink options (including the growler station). I think this format is definitely scalable but should be tailored to the community (I am a huge fan of tacos, but that may not work in Iowa or Minnesota).

Many c-stores are leveraging foodservice as a key component, which will meld into the basic store structure. However the nature of the franchise allows for flexibility plus the association with fuel service is so high and this format isn’t a tight fit. The format will be successful in select regions with low labor costs first. I don’t see this expanding across all of their thousands of stores — but there will be a subset of stores that will take advantage of offering an enhanced customer experience.

7-Eleven is making the right moves to ensure they stay relevant, in today’s rapidly changing environment continuous improvement and transformation is required. This new concept is viable nationwide – the challenge will be identifying and rolling out the localized product assortments to various markets.

This is a very interesting question. It would be great to roll out this concept to all stores nationally. I think the challenge may be twofold. First is the perception of the 7-Eleven shopping experience, at least in the locations I know about here in the Chicago area. I can only speak for myself but there needs to be a strong customer communications strategy that accompanies any store changes, otherwise I think the concept will be challenged. For better or worse, my local 7-Elevens are not associated with the concept elements. Second, franchisees will need be supported if they are to invest in the necessary changes to execute the concept. To that end, the demand plan I mention needs to be very strong, very local. So for example, assuming it is possible, use the 7-Rewards program as the basis to help franchisees market the new concept in their local area. Maybe empower franchisees to develop their own digital relationships with the local customer base. In terms of what data to leverage from the test stores,… Read more »

I have to say, this is the nicest “convenience store” I have ever seen. The 7-Eleven Evolution testing concept is a great way to test and refine. This concept is viable in premium locations that can support the volume required for profitability and attract the right demographics that appreciate the convenience and upscale offerings in the stores. It looks fantastic and I am a fan!

Every retailer that operates a chain of decent size should have lab stores to test and refine progressive offers (merch, tech, services) in a perpetual effort to reinvent itself and drive better relationships with current and future customers. Good move.