IRVING, Texas—7-Eleven’s fifth Evolution Store, which serves as a testing ground for the c-store chain’s newest concepts, has opened in a northeast Dallas neighborhood, the company announced.
This is the second Evolution Store in North Texas and the fifth in the U.S. Others are in New York, Washington, D.C., and San Diego. Each Evolution Store features the retailer’s newest products and technology to determine what today’s customers want. (Look for the December issue of NACS Magazine for a story examining 7-Eleven’s drive to rethink, remodel and regroup the brand.)
The newest location will build on the success of Dallas’ first Evolution Store at Sylvan | Thirty. Since opening that outlet last year, management has learned more about satisfying convenience shoppers, said Chris Tanco, COO and executive vice president, 7-Eleven.
“The Sylvan | Thirty store wildly exceeded our expectations, with sales three times what we originally projected,” he said. “We’ve learned what resonates with customers and already incorporated our learnings into new and existing 7-Eleven stores across the system.”
The new store has many of the same features as Sylvan | Thirty, including an expanded self-serve bean-to-cup coffee and espresso bar with touch-screen ordering, baked cookies and croissants, a selection of domestic and international wines, a walk-in beer cooler and an assortment of organic better-for-you items.
Inside is Dallas’ second Laredo Taco Company, a South Texas-inspired restaurant famous for handmade tortillas and an on-site salsa bar. 7-Eleven acquired the concept when it purchased the Stripes convenience stores in 2018.
7-Eleven has adopted digital technology to enhance customers’ shopping experience. They can skip the line and pay for non-age-restricted purchases on their smartphone with mobile checkout technology. Or they can use the 7NOW delivery app to have items delivered to their door or made available for pickup.
The store is quickly becoming a landmark in the neighborhood. It has two large, colorful murals—one inside and one outside—by Mariell Guzman, a mixed-media painter and artist from the neighborhood. 7-Eleven wanted to create a unique brand personality that goes beyond its traditional locations. Guzman drew from her Mexican heritage to paint a bright, larger-than-life design that reflects the energy of the area and is a suitable background for Instagram shots.
“7-Eleven continues to push boundaries and try new solutions to answer customers’ needs,” Tanco said. “We have been ahead of the game with digital technology, specifically with contactless payments, home delivery and loyalty programs. That has proven particularly important now as we continue to navigate the pandemic. The shopping experience will never stop evolving, and we are laser-focused on our bright future serving customers.”
7-Eleven plans to open additional Evolution Stores in the future.