Ramona 7-Eleven Remodeled and Renovated

7-Eleven, Inc. wants Ramona-area residents to come see–and taste–its updated store, and new foods and beverages.

In just four months, the convenience retailer significantly upgraded more than 200 7-Eleven® stores in the greater San Diego market, and one store in Ramona, adding sleek new coffee bars and Turbochef ovens to prepare hot foods like pizza, chicken wings, chicken tenders and mini-tacos. 

Primarily located in San Diego County, the remodeled stores are in a geographic area bounded by the Mexican border, Pacific Ocean, north to Oceanside and northwest to Cathedral City in Riverside County.

The whirlwind store-remodeling ramped up in March, when the convenience retailer added revamped coffee bars, hot-foods equipment and updated store interiors with new walls, floors, ceilings, lighting and fixtures. It’s all part of a campaign to present a consistent and fresh customer experience in each of its stores in this area.

“We want to provide an updated and refreshed store face to our guests in this market, and offer a convenient, high-quality alternative to fast-food restaurants. For 7-Eleven, that includes expanded fresh-food selections, hot foods and a new coffee island with dispensers that ensure high quality at every location,” said Jesus Delgado-Jenkins, senior vice president of merchandising, marketing and logistics.

The four-month construction schedule was somewhat of a logistical marvel. Most stores remained open during the remodeling process, with each store upgrade taking less than five days–actually, nights to avoid the heavier customer-traffic periods during the day. The schedule called for 20 stores to be renovated each week.

7-Eleven franchisees Raj and Bea Virk are already seeing the benefits from their updated stores and new hot foods and coffee bars.  The couple owns three stores–one in Escondido at 850 W. Mission Ave., and two in Vista at 900 N. Santa Fe and 1501 N. Santa Fe–which have all seen sales increases.

“Everybody is talking,” Bea Virk said. “Our guests especially love the four-for-a-dollar mini tacos and hot pizza. It’s even hard for me not to eat the cheese pizza when it’s hot and smells so good!” she laughed. Some guests add jalapeños, onions and other toppings from the condiment bar to their slice of pizza. “Just like Big Bite® hot dogs, they like to customize their pizza.”

The transition from glass coffee pots to the thermal carafes was more challenging, according to Mrs. Virk. “The first week some guests weren’t sure about the changes, but now everyone likes the new coffee carafes,” she said. “We definitely have more store traffic.”

A handful of the San Diego-area 7-Eleven stores already had hot foods, expanded coffee bars or both when the renovations began earlier this year, while others had these new elements added as part of the recent store updates. Each renovation was planned to ensure store-to-store continuity in look, product offerings and convenience.

While the construction project was underway, 7-Eleven employees in the affected stores received additional customer-service training to enhance their guests’ overall experience. The seminars included classroom and in-store sessions.

To let consumers know that a fresh 7-Eleven is in town, the company is waging a marketing blitz that includes television and radio spots, outdoor and online advertising and newspaper ads. Media messages convey that 7-Eleven stores are good not only for snacks and variety, but also can be meal destinations for breakfast, lunch and dinner.

“We are using the marketing campaign to invite everyone to come see what’s new in store at 7-Eleven,” said Tom Lesser, 7-Eleven Pacific Desert zone leader. “With the across-the-store remodels, great new products like pizza and wings, and staff members enthusiastic about all the improvements, we believe the entire shopping experience is improved.  It’s not every day, you have the opportunity to make a ‘new’ first impression, and we are taking the opportunity to do just that.”

As part of the “The Flavor of …/El Sabor de  …” marketing campaign, 7-Eleven street teams are fanning out to give away coupons and sample hot and cold foods and beverages at beach parties, colleges, concerts, ball games, festivals, local parks and military events. Besides radio and TV advertising on general and Hispanic media, the retailer is targeting younger consumers through social media and digital mobile coupons.

Popping up in select southern California metro areas, colorful, bilingual outdoor advertising shows people enjoying a variety of activities – ballgames, road trips, jam sessions, picnics, good times – with 7-Eleven adding flavor to their everyday lives. Hot pizza, mini-tacos and chicken wings, a new Country Chef Salad, Apple Walnut Salad with Chicken and favorites like Slurpee® drinks and Go-Go Taquitos® are paired with these special or fun, everyday events. 

Print and outdoor headlines were written to entice consumers to visit the upgraded 7-Eleven stores to see and taste the difference.

These store renovations are part of 7-Eleven’s ongoing facilities upgrade program and will continue in other parts of the U.S. next year.

–Taken from a CIM Incorporated press release.