7-Eleven hopes to drive traffic with new in-store features

7-Eleven just opened its 'innovative,' 3,500-square-foot location in San Diego.

Irving, Texas-based 7-Eleven is hoping its new in-store design in San Diego will drive in millennial consumers.

According to the San Diego Tribune, the popular convenience store has opened a new in-store plan in the heart of City Heights, an area of San Diego, to showcase the convenience store giant’s new plan to reach a broader consumer base.

“This is something totally different than our traditional stores,” Sakimo Randall, market manager for 7-Eleven San Diego, told the San Diego Tribune. “I think the newer-aged customers, the millennials, will come in and see things they’re used to seeing at other retailers and understand that we offer that as well.”

According to the Tribune, the location is being dubbed as an “innovative store,” with the 3,500-square-foot location offering a wider range of item, such as:

  • Cookies and croissants that are baked daily at the store.
  • A larger beverage wall that includes self-serve cappuccino and digital coffee machines that 7-Eleven executives hope will deliver a Starbucks-like feel.
  • Lattes and nitro-brew coffee that’s infused with nitrogen to give it a rich, creamy head.
  • Eight flavors of tea.

To read the San Diego Tribune article, click here.