NEW YORK CITY – In the city that never sleeps, 7-Eleven has blossomed into a place of convenience, Crain’s New York Business reports. The convenience store chain has added urban extras, such as Amazon Lockers and digital key copy machines.

“We have to stay on top of what the consumer wants,” Margaret Chabris, 7-Eleven director of public relations, told the news source. “Our ultimate goal is to provide products and services that solve the everyday problems for our customers in making their lives better.”

Since 2011, 7-Eleven has aggressively built more stores in New York County, upping its store count fourfold. The chain added Amazon Lockers in 2012 to eight Manhattan locations. “When a retailer comes to New York City, you have to win over the city and earn your spot — you can't just come in with your normal concept,” said Mike Duda, chief executive of brand creative agency Johannes Leonardo. “Utilities like the Amazon Locker and other things are something smart and extra that you can't get somewhere else.”

The company has piloted programs such as KeyMe, a kiosk that uses digital technology to make keys. Currently four stores have the KeyMe kiosks, with more being planned for the future. 7-Eleven is also focusing more attention on healthful menu items.

Overall, the chain is eyeing cities as a place for expansion and innovation. “Urban store development is a big focus for us,” said Chabris. “There's lots of opportunity.”