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- RESEARCH & AWARDS
The largest convenience store chain in the world announced a pair of new private label additions to its menu with two premium sandwiches, the Steakhouse Roast Beef and Bistro Deluxe.
Both sandwiches are among 7-Eleven’s Fresh To Go sandwich lines, and are made each day with fresh ingredients in local FDA-inspected kitchens and delivered to stores, the company said in a news release.
The Steakhouse Roast Beef is a roast beef with blue cheese crumble, mayonnaise, baby spinach and tomatoes on marble rye bread. The Bistro Deluxe features black forest ham, Genoa salami and Swiss cheese with lettuce and Dijon mustard on Asiago bread.
“Eating on the go or buying food to eat later are trends that are here to stay, but people are less willing to give up quality for convenience, nor should they,” said Kelly Buckley, 7-Eleven vice president of fresh food innovation, in the release. “At 7-Eleven, we have broadened our menu appeal for customers who want a premium, deli shop-quality sandwich.”
The company also highlighted new packaging on its Fresh To Go products, featuring a contemporary dot-grid pattern in shades of lime green on sturdy, clear plastic packaging, the company said. 7-Eleven worked with a color consultant to develop a pallet that appeals to millennials.
“The packaging serves as the stage for the food and needs to convey freshness, quality and the 7‑Eleven brand image,” Buckley said. “It also needs to make the food easy to eat on the go. We have added a packaging engineer to our staff who worked closely with our marketing agency and a graphic designer to create the new look.”
The new sandwiches also are being merchandised with a free 16-ounce Pepsi drink with purchase for a suggested retail price of $4.29. They will be featured on the company’s app on Apple and Android phones as well as outdoor ad campaigns in select markets.
The retailer said in the release the new foods are helping it compete with food retailers and quick-serve restaurants for business.
“Ours is a holistic fresh-food plan, with the primary goal of building an all-day menu of delicious foods that gives hungry customers what they want morning, noon and night,” Buckley said. “That's what differentiates 7-Eleven from most prepared-food providers. At 7-Eleven, you can get a slice of pizza for breakfast or a breakfast sandwich in the middle of the night and, of course, one of our new sandwiches any time of day.”
7-Eleven has more than 10,000 stores in North America. It was named PLBuyer’s 2010 Retailer of the Year and ranked 31ston the 2012 PLB Top 35 list.