7-Eleven Inc. has scaled its Evolution Store concept following the successful opening of its beta store in Dallas, Texas, last March. These Evolution Stores serve as real-time experiential testing grounds where customers can try the retailer’s latest innovations in new store formats. Both stores include a Laredo Taco Co. restaurant.
“7-Eleven’s mission is to give convenience customers what they want, when and where they want it,” said 7-Eleven President and CEO Joe DePinto. “Our evolution stores bring outstanding innovation to life through new food and beverage platforms as well as through digital experiences.”
The retailer says its first Evolution Store exceeded expectations with enthusiastic reviews, crowds of customers and sales that continue to climb. Concepts that resonate with consumers are refined before being incorporated into the next generation of current and new store standards.
“These new stores are invaluable learning labs, where new concepts are tailored to meet the needs of the communities they will serve from sunny southern California to the fast-paced world of the East Coast,” said 7-Eleven EVP and chief operating officer Chris Tanco. “We will continue to evolve based on customer feedback, and we look forward to creating the next generation of convenience together.”
In addition to Laredo Taco Co., its authentic Mexican food restaurant, the 7-Eleven Evolution Stores will offer an assortment of exclusive products, services and features customized to the neighborhoods and customers they serve.
Laredo Taco Co. is known for its authentic tacos served on handmade flour tortillas that are made from scratch in stores every day and fresh salsa bar with a wide selection of salsas and pico de gallo. Tacos and meals include specialties not always seen in quick-serve Mexican restaurants such as authentic barbacoa, chorizo, carne asada, carnitas and breakfast tacos made with fresh-cracked eggs.
Made-to-order specialty drinks give customers the option to customize their drinks in a full-service beverage format, including custom hot coffee drinks like flavored lattes, mochas and more as well as custom cold drinks like smoothies, agua frescas and cold brew coffee.
Self-serve specialty coffee drinks with the addition of touch-screen machines allow customers to brew custom hot coffee drinks like lattes, cappuccinos, espresso shots and more in seconds.
Novelty beverages on tap that dispense cold beverages include tea, cold brew, kombucha, nitro cold brew, flavored drinks and more.
A cold treats bar features multiple frozen yogurt and ice cream that can be swirled to create new flavors with multiple toppings.
Cookies, croissants and pastries are baked fresh in store daily.
Mobile Checkout—Customers can skip the checkout counter and pay for their purchases via the 7-Eleven app and accompanying 7Rewards loyalty program.
7NOW Delivery App—7-Eleven’s on-demand delivery app allows customers to have their favorite items like fresh food, beverages, snacks, groceries and household products delivered to their door.
National brand electronics such as tablets and Bluetooth headphones are available for sale from a secure, self-serve kiosk.
On-the-go beauty with expanded skin care, makeup and other health and beauty items are offered.
“The Cellar” is an alcove dedicated to an expanded selection of wines and craft beers, with a nearby growler station that features a rotating selection of local craft beer, cider and ales on tap. The Washington, D.C., store will not include The Cellar.
7-Eleven acquired the Laredo Taco Co. restaurants along with Stripes convenience stores in South Texas as part of the 1,000-store acquisition from Sunoco in 2018.
The Washington, D.C., store is now open at 504 K Street, and the San Diego store at 3504 El Cajon Blvd. will open in the coming months. 7-Eleven plans to continue to expand Evolution Stores across the country in 2020.
