Marketing

7-Eleven advances QSR strategy, plans to open 150 this year

Photo provided.

April 30, 2021

Convenience retailer 7-Eleven is getting closer to becoming a quick-service restaurant brand as it has now doubled the number of its restaurant concepts.

The brand's latest evolution store, in Manassas, Virginia now offers two restaurants, with one selling hand-breaded fried chicken and a second offering New York-style hand-tossed pizzas, according to a press release.

The store is the first 7-Eleven location to offer two distinct restaurant options in one location. The first restaurant launched, about a year ago, was Raise the Roost Chicken and Biscuits. The second, and newest, is Parlor Pizza.

One of eight experiential stores in the U.S., the Manassas Evolution Store has several other exclusive features, such as a wine cellar and beer cooler, customized espresso drinks and artisan craft sodas and sparkling waters.

"Since 7-Eleven began selling milk and bread from an ice dock in 1927, our spirit of innovation has allowed us to evolve to meet the ever-changing needs of customers for over 90 years," 7-Eleven executive vice president and COO Chris Tanco said in the release. "Today's opportunity is in the QSR space, and we are responding by aggressively rolling out our restaurants across the country — both in Evolution Stores and beyond. Our plan is to open nearly 150 restaurants in 2021."

In keeping with its experiential vibe, the Manassas store also is the first to serve as a real-world testing ground for 7-Eleven's Sips and Snacks emerging brands program.

In addition to the Manassas location, the retailer operates these high-concept stores in North Texas, New York City, Washington, D.C., San Diego. All Evolution Stores include a restaurant concept.