Eleven Inc. has opened the latest version of its “evolution” store format, which offers products, services and other features customized to the neighborhood.
Located at the corner of Preston Road and Alpha Road in Dallas, the store is 7-Eleven's fifth evolution store in the Dallas-Fort Worth area and ninth in the country. The c-store giant introduced the concept in 2019.
The new 7-Eleven boasts customizable beverage options, a premium cigar humidor and a “Wine Cellar” with an enhanced and expansive selection of wine.
It also houses a Laredo Taco Company restaurant. Unlike other Laredo outposts, the new location features an extended covered patio with outdoor seating for customers. (7-Eleven acquired Laredo Taco Company restaurants in 2018.)
Other store features include a self-serve espresso machine where 7-Eleven will test specialty items such as cold foam and caramel macchiato. In addition to custom espresso drinks and cold brew coffee, the beverage assortment includes organic smoothies and shakes, and vitamin-infused sparkling water.
All Evolution Stores include a restaurant concept. But no two locations are exactly alike as the retailer continues to tweak the design and product mix based on customer feedback and shopping habits.
“These lab stores give us an opportunity to test, learn and scale successes into our new store standards which ultimately allows us to continuously improve the experience for all our customers,” said Molly Long, 7-Eleven VP of store evolution and design.
The new 7-Eleven also offers mobile checkout and delivery. And in-store customers can skip the checkout counter and pay for their purchases directly from their phone via 7Rewards, the loyalty program found in the 7-Eleven app.
[Read More: 7-Eleven launches delivery subscription program]
Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 13,000 stores in the U.S. and Canada.