DALLAS - 7-Eleven has developed a line of "signature" food products designed to build repeat business, the Dallas Morning News reports. "During the economic downturn, we??ve found that by offering programs like two-for-$2 slices of pizza ?? and offering consumers price value on some really good food, it was an opportunity to attract some [new] customers," said Paul Pierce, 7-Eleven??s vice president of quick service and fresh food.

The convenience store chain would like to increase its food sales by 10 percent in 2011, an upswing of more than twice the usual 3 percent to 4 percent. "We are looking at every food item that we sell today ?? from a muffin to our breakfast sandwiches to chicken wings to the burrito on the roller grill, every single item," Pierce said during the company??s annual University of 7-Eleven this week.

"That food needs to be better than what you expect in a convenience store. We want our food to be better than restaurant quality," said Pierce.

While cigarettes still capture the number-one spot at convenience stores, including 7-Eleven, with close to 36 percent of in-store sales nationwide, foodservice sales grab 17.3 percent of the in-store sales pie, according to NACS.

"I would think most consumers still think of 7-Eleven not in terms of food," said Joe Hermes, senior director of fresh food at 7-Eleven. "But we??re slowly changing that perception. What we??re trying to do now is bring out new and innovative items ?? that the customer can??t get anywhere else."

Jeff Lenard, a NACS spokesman, said some customers haven??t realized that convenience stores are serving food that rivals restaurants. "We??ve seen that in the recession, where people tried convenience store food for the first time," said Lenard. "7-Eleven and the other stores will put everything they have into [foodservice]."