7-Eleven continues its store evolution

On the Retail Enviroments site published by *POPAI Hungary’s mother organisation Shop! HQ a quick store check of the new 7-Eleven Lake Highlands shop is available.

Convinient store reloaded

The Irving (Texas, U.S.) based company operates franchises or licences more than 71 800 stores in 17 countries with more than 9 350 in the United States. The new store is an experiential testing ground where customers can try and buy the retailer’s latest innovations in a revolutionary store format. 7‑Eleven opened three of these new concept stores earlier this year in New York City, Washington, D.C. and San Diego. More Evolution Stores are anticipated to open in 2021.

The 5 locations have many of the same features: a Laredo Taco Company quick-serve restaurant; self-serve, bean-to-cup coffee and espresso with touchscreen ordering; cookies and croissants baked in-store daily; a wide selection of organic, natural and better-for-you items; and an extensive wine and beer selection.

“We have learned a lot since we opened our first Evolution Store in early 2019 — most importantly, that convenience shoppers love the concept and its unique product mix,” says Chris Tanco, 7‑Eleven EVP and COO. “The Sylvan | Thirty store wildly exceeded our expectations, with sales three times what we originally projected. We’ve learned what resonates with customers and already incorporated our learnings into new and existing 7‑Eleven stores across the system.”

Lake Highlands specialities

Lake Highlands native, mixed-media painter and artist Mariell Guzman helped create a unique brand personality for the store and the neighborhood. Two larger-than-life murals were painted by Guzman both inside the store and on the north side of the store, visible from Walnut Hill and suitable for selfies and social media posts. Guzman’s Mexican heritage influences her art; the use of bright, rich colors and whimsical, fun designs reflect the energy of the neighborhood.

Self-serving and digitalization

Some of the other innovative platforms customers will see at the newest 7‑Eleven Evolution Store include: expanded self-serve hot beverage bar, with bean-to-cup coffee and espresso, brewed after being ordered from a touchscreen. Customizable, self-serve novelty beverages on tap such as nitro cold brew, premium teas, aguas frescas, frozen coffee Slurpee Nitro drinks, blended smoothies with real fruit, and flavored sparkling water.

An expanded selection of domestic and international wines. Walk-in beer cooler with curated selection of craft and local beers, popular imports, and top-selling big brand beer.

Cookies, croissants, and more baked in store daily.

Digital initiatives that enhance the shopping experience. Mobile checkout technology allows customers to skip the checkout line and pay for non-age-restricted purchases on their smartphones. And the app enables BOPIS and delivery purchases.

“We have been ahead of the game with digital technology, specifically with contactless payments, home delivery, and loyalty programs. That has proven particularly important now as we continue to navigate the pandemic,” Tanco says.

* POPAI, from 2015 named Shop! is an international organization of the Marketing and Retail industry which headquarters placed in Chicago and Hollywood Florida, representing nearly 2000 local offices. Hungary joined with the POPAI Hungary Association in 2003, which has since then been a nonprofit professional, educational, research and knowledge transfer organisation active mainly in the FMCG sector. Read more: popai.hu