7-Eleven Introduces Local, Restaurant-Style Meals
Italian, Asian, and Mexican meals are being tested at the convenience store chain
As more Americans continued to seek fresher, healthier food options, 7-Eleven is beefing up their selection of fresh food beyond hot dogs and pizza with a new line of locally made meals which the company says are more akin to the sort of meal one might get a restaurant.
Launching at select stores in four cities across the U.S., the heat-and-eat meals include Italian, homestyle, Asian, and Mexican recipes such as creamy chicken alfredo, macaroni and cheese, and beef enchiladas with rice. 7-Eleven claims all meals are made in local kitchens with premium-quality ingredients and delivered daily to stores.
According to an NPD Study, almost two-thirds of consumers surveyed said they buy premade meals at least once a week, and the same number also say they plan dinner within an hour of eating. 7‑Eleven says its new fresh options offer a convenient and affordable solution to that problem.
“With these chef-inspired entrees, 7‑Eleven can provide busy individuals and families with a delicious, premium-quality, whole-meal solution in one stop,” said Kelly Buckley, 7‑Eleven’s VP of fresh food innovation. “We want to take the hassle out of mealtime with a variety of options and without giving up quality.”
The meals are currently available at all Dallas/Fort Worth stores, as well as select stores in Los Angeles, New York City and Washington D.C., and will retail for between $3.99 to $4.99. For a limited time, coupons for a free locally made meal will be available on the 7‑Eleven website and through digital advertising on sites like Facebook and YouTube.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
Bobby Jones, Chief Marketing Officer at Peace First and co-author of Good Is The New Cool, shares his guidelines for marketing to a new generation of socially conscious consumers