Dallas -- 7-Eleven has completed upgrades in more than 1,000 of its stores in the greater New York City, Northern and Central New Jersey, Baltimore and Washington, D.C., areas. The company also is considering store-remodel programs in other parts of the United States.
The East Coast remodeling program ramped up in March, when the convenience retailer started adding revamped coffee bars, hot-foods equipment and, in some cases, updating stores' interiors with new walls, floors, ceilings, lighting and fixtures. The initiative is part of chain’s campaign to present a consistent and fresh customer experience in each of its stores.
7-Elevan described the four-month construction schedule as being “somewhat of a logistical marvel.” Most stores remained open during the remodeling process, with each store upgrade taking no more than five days, actually nights, to avoid the heavier customer-traffic periods during the day. The schedule called for 60 stores to be renovated each week. In addition to various equipment improvements at 1,000-plus stores, 7-Eleven replaced floors, repaved parking lots or upgraded the exteriors of another 550 stores. Each renovation was planned to ensure continuity in look, product offering and convenience store-to-store.
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 chain is promoting its new store upgrades with a media blitz that includes television and radio spots, outdoor and online advertising, and newspaper ads for free or fresh and hot foods offerings.