DALLAS – 7-Eleven is banking that more people will make stopping by a convenience store for fresh food a priority, the Chicago Tribune reports. The convenience store chain has been quietly building up its fresh food offerings, rolling out mozzarella sticks, breakfast items, sandwiches and take-and-bake pizzas. Included in the new menu items are healthful options, such as its new Egg White Breakfast Sandwich.

“There’s been a major focus on the push for fresh foods,” said Kelly Buckley, vice president of fresh food innovation for 7-Eleven Inc. “We know that is an area where we have a competitive advantage. Part of our key differential here is, we have fresh bakery items and cold sandwiches and wraps and cut fruit.”

Same-store sales of fresh food jumped 11% from 2009 to 2013, evidence that points to the growing importance of food in convenience stores. Overall from 2009 to 2013, sales of fresh food increased 58%, fueled by the chain’s own store growth. Two years ago, 7-Eleven got serious about fresh food. “We need to be looking broader in terms of what are our future offerings going to be to grow our business and play to our strengths,” said Buckley.

Since convenience stores already had captured the majority of the snacking market, expanding to fresh food for meals is the logical next step. “They’ve already got you for the snacks. They would really love it if you went there for main meals now,” said Harry Balzer, chief industry analyst for NPD Group.

Other chains, like Sheetz and Wawa, have made inroads into the sandwich and prepared foods market. “Convenience stores have had success and are increasing their food service because they have a strong advantage of convenience over fast-food restaurants,” said Darren Tristano, executive vice president of Technomic. “Brands like 7-Eleven are increasing their investment in trying to take advantage of these opportunities. It’s an evolution, and customers are beginning to recognize that c-stores are places where they can find quality, prepared foods.”