Reinventing convenience store food: Growing 7-Eleven's foodservice profit, sales and image using multi-stage shopper-focussed research

This paper demonstrates how 7-Eleven, the convenience store chain, used shopper research to grow consideration in the foodservice category in Australia and deliver increased profit.

Reinventing convenience store food: Growing 7-Eleven's foodservice profit, sales and image using multi-stage shopper-focussed research

Alyssa Milton and John Berenyi

Background and business challenge: Raising the bar for convenience store food

How do we grow the Food on the Go category by attracting new and current customers to 7-Eleven as a destination for Food on the Go? What will it take? In October 2013, 7-Eleven, a global chain of convenience stores (and the largest petrol and conveni