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7-Eleven revamps to tout food quality

7-Eleven is trying to sharpen its foodservice appeal with a new store design that showcases hot food and coffee.

About 1,000 stores in East Coast urban centers have already been converted to the new look, which features coffee bars, food display cases, and ovens for offering more hot options for all three meal periods.

 The revamp is being touted in a multimedia campaign that positions the convenience stores as quality alternatives to quick-service restaurants.

 The More in Store campaign features larger-than-life beauty shots of fresh foods like sandwiches, wraps, salads, fruit, pizza, chicken wings, muffins and iced coffee. The ads use such taglines as “More of What You’d Never Expect” and “Shame on the Same Ol’.”

 "We want to present one updated and refreshed store face to our guests in these markets, and offer a quality alternative to fast-food restaurants, which includes expanded fresh-food selections, hot foods and a new coffee island with dispensers that ensure high quality at every location," said Jesus Delgado-Jenkins, senior vice president of merchandising, marketing and logistics.

The nation’s largest convenience-store chain is already considering a rollout of the design to other regions. 

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