7-Eleven to expand latest store concept in the U.S

Date : 27 February 2020

Charles Chan

Senior Retail Analyst

7-Eleven is planning to expand its Evolution Stores concept across the U.S this year.

Embedding new initiatives to existing and future stores

The retailer first launched its latest store concept (originally known as 'lab' store) in March last year in Dallas, and has expanded it to Washington, D.C. It now plans to expand its Evolution Stores concept to other cities. The store format is designed and serves as a real-time testing ground, where customers can try the retailer’s latest initiatives. The features that resonate with shoppers are refined, before being incorporated into 7-Eleven’s current and new store standards.

Key features of Evolution Stores concept:

  • Digital initiatives, e.g. Scan & Pay technology that allows customers to skip the checkout line and pay for their purchases via the 7-Eleven app on their smartphones
  • 7Now Delivery App, on-demand fulfilment that allows customers to have their favourite items delivered to their door
  • Exclusive assortment of products, services and features tailored to the areas they serve
  • Made-to-order specialty drinks that give customers the option to customise their drinks
  • Touch-screen machines that brew custom hot coffee drinks (self-serve)
  • Certain locations include The Cellar, offering an expanded selection of wines and craft beers
  • Cold treats bar with multiple frozen yogurt options and ice cream
  • Expanded skin care, makeup and other health and beauty items

Test, learn and evolve

Chris Tanco, 7-Eleven’s Executive VP and COO, said, “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 […] we will continue to evolve based on customer feedback and we look forward to creating the next generation of convenience together."

Offering shoppers new experiences

Joe DePinto, 7-Eleven’s President and CEO, said, “Our evolution stores bring outstanding innovation to life through new food and beverage platforms as well as through digital experiences.”