IRVING, Texas—7-Eleven has opened another Evolution Store featuring tacos on handmade tortillas, frozen margaritas on tap, a stocked wine cellar and beer cooler, fresh-baked croissants and cookies, customized espresso drinks, artisan craft sodas, premium cigars in a cedar-lined humidor and more, the chain reports. The new location, the chain’s fourth Evolution Store in Dallas-Fort Worth, is in Prosper, Texas, a rapidly growing suburb north of Dallas.
Each 7-Eleven Evolution Store serves as an experiential testing ground where customers purchase the retailer's latest innovations, and more stores are planned nationwide in 2021. Last year, 7-Eleven opened Evolution Stores in New York City, Washington, D.C., San Diego and Dallas.
"You have to visit an Evolution Store to experience just how much 7-Eleven continues to raise the bar on product quality, selection and the overall shopping experience," said Chris Tanco, executive vice president and chief operating officer, 7-Eleven. "Evolution Stores and Laredo Taco Company taquerias have been game-changers for 7-Eleven, and we will continue to test and iterate to incorporate learnings into new and existing 7-Eleven stores across the system."
All Evolution Stores include a restaurant concept, but no two locations are the same, and the company continues to tweak the design and product mix based on customer feedback. The most popular features have become staples.
The newest store is one of a growing number to offer mobile checkout and delivery. With the 7Rewards loyalty program, in-store customers can skip the checkout counter and pay for their purchases using their phone. The 7NOW app lets customers order foods, beverages, groceries and household products to be delivered straight to their door.
As NACS Daily reported in January, 7-Eleven offered customers the opportunity to book a private, once-in-a-lifetime stay at a new Dallas Evolution store via Airbnb. The store was transformed into a plush futuristic gaming palace for the overnight event.
For a look inside 7-Eleven’s Evolution Store concept, including Laredo Taco Company, read “The Reimaging of 7-Eleven” in the December 2020 issue of NACS Magazine.
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