Reinventing convenience store food: Growing 7-Eleven's foodservice profit, sales and image using multi-stage shopper-focussed research
Alyssa Milton and John Berenyi
Background and business challenge: Raising the bar for convenience store food
How do we grow the Food on the Go category by attracting new and current customers to 7-Eleven as a destination for Food on the Go? What will it take? In October 2013, 7-Eleven, a global chain of convenience stores (and the largest petrol and convenience chain in Australia, operating over 600 stores nationwide), engaged Bergent to investigate the needs, perceptions and experiences of people shopping for 'Food on...