The global retail franchisor is pioneering a new consumer experience with its Evolution Store testing grounds.
Following the success of its beta location in Dallas in March 2019, 7-Eleven is now expanding its Evolution Store concept to Washington D.C. and San Diego. Serving as real-time experiential testing grounds, these Evolution Stores are places where customers can try the franchisor’s latest innovations and new store formats.
“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.”
In addition to Laredo Taco Company, the 7-Eleven’s authentic Mexican food restaurant, the new Evolution Stores will offer an assortment of exclusive products, services, and features, customized to the neighborhoods and customers they serve. These include:
- Made-to-order specialty drinks that 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
- Novelty beverages on tap that dispense cold beverages like tea, cold brew, kombucha, nitro cold brew, flavored drinks, and more
- Mobile Checkout, which allows customers to skip the checkout counter and pay for their purchases via the 7-Eleven app and accompanying 7Rewards loyalty program
- On-the-go beauty with expanded skincare, makeup, and other health and beauty items
- “The Cellar”, 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, ciders, and ales on tap
The Washington D.C. store is now open at 504 K St., and the San Diego store will open at 3504 El Cajon Blvd. in the coming months. 7-Eleven plans to continue to expand Evolution Stores across the States throughout 2020.
“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 executive vice president and COO, Chris Tanco. “We will continue to evolve based on customer feedback, and we look forward to creating the next generation of convenience together.”
