7-Eleven Adds a Pizza Concept to Its Latest Evolution Store

A new store in Virginia includes the convenience giant’s Parlor Pizza and Raise the Roost restaurants.

May 04, 2021

New Virginia 7-Eleven Evolution Store

IRVING, Texas—7-Eleven continues to expand its foodservice footprint via its Evolution Stores, and the latest example of the trend-forward format—newly opened in Manassas, Va.—features two restaurant brands under one roof.

The new outlet, one of the retailer’s Evolution Stores, features the chain’s second proprietary Raise the Roost Chicken and Biscuit restaurant, 7-Eleven said. 7-Eleven introduced Raise the Roost last year in a New York City Evolution Store. In addition, the Virginia location offers Parlor Pizza, a new concept serving hand-tossed, made-to-order pizzas. 7-Eleven plans to open “nearly 150” restaurants this year, according to Chris Tanco, COO, 7-Eleven.

(Read NACS Magazine’s interview with Tanco and learn more about 7-Eleven’s Evolution Stores concept in the December 2020 issue.

7-Eleven currently has eight Evolution Stores, which are described as experiential testing facilities where customers can try and buy the retailer's latest innovations in a pioneering store format. The other Evolution locations are in North Texas, New York, San Diego and Washington, D.C.

Raise the Roost offers freshly baked biscuits and fried chicken, hand-breaded with a proprietary blend of Southern spices. The in-store restaurant offers both grab-and-go and made-to-order options.

The Parlor Pizza menu features New York-style pizzas, garlic knots, hot and cold sub sandwiches, pepperoni rolls and calzones. Customers can choose baked whole pizzas or slices or select made-to-order 18-inch pizzas topped with premium ingredients. To ensure speedy service, all Parlor Pizza offerings are cooked in a conveyer-style oven.

The two onsite restaurants are located side by side in the store, with separate order counters and shared outdoor and indoor seating.

Since 2018 when 7-Eleven purchased the Texas-based Laredo Taco Company Mexican food concept, the global chain has focused on creating its own restaurant brands. Laredo Taco was installed in a 7-Eleven “lab store” in Dallas in 2019, and the chain has since opened other Laredo Taco outlets in several locations. According to NACS Daily, 7-Eleven opened the first drive-thru Laredo Taco outlet in March at an Evolution Store in Dallas.

The Manassas Evolution Store will serve as a real-world testing ground for 7-Eleven’s “Sips and Snacks” emerging brands program, the company said. Packaged-food startups since 2018 have been submitting their products for evaluation by 7-Eleven franchisees and company employees, who vote on their favorites. The winners get placement on the store’s shelves. Other Evolution Store features are fresh-baked-on-site croissants and cookies, customized espresso drinks and artisan craft sodas, wine cellars, beer coolers and sparkling waters. According to a NACS Daily report, 7-Eleven has introduced its second set of products at select stores under its Sips & Snacks initiative, which includes up-and-coming healthy snacks and drinks.

7-Eleven operates, franchises and licenses more than 73,000 stores in 16 countries and regions, including 12,000 in North America.

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