7-Eleven innovates in the bakery aisle
7-Eleven is diversifying its assortment of packaged bakery items with a new private label range aimed at Hispanic consumers.
The C-store chain is launching the new 7-Select private brand after months of testing in Mexico and Texas. Appealing to a variety of taste preferences, three traditional Mexican sweet bread options are being offered at participating 7-Eleven stores:
- Panquecitos: Golden, soft and sweet vanilla mini loaf cakes
- Roles de Canela: Cinnamon rolls with raisins
- Panque con Nuez: Sliced pound cake with chopped pecans
For a limited time, the Panquecitos and Roles de Canela (two servings each) are two for $3. Regular suggested retail price is $1.69. The larger Panque con Nuez (four servings) has a suggested retail price of $2.59.
The United States is home to almost 58 million Hispanics, representing 18 percent of the country's population with significant spending power. Hispanics are a dominant 7-Eleven demographic and a majority fall in 7-Eleven's sweet spot – millennial-aged and younger.
"Like the U.S., Hispanics make up a significant and important part of 7-Eleven's clientele," said Jack Stout, 7-Eleven senior vice president over private brands. "More than half live in the three states where 7-Eleven has a very strong and growing store presence – California, Florida and Texas. 7-Eleven tries to ensure that we offer products that our customers want to see on our shelves, conveniently and priced competitively."
Extensively tested in Mexico for flavor, texture, aroma and appearance, the goal was to meet or exceed consumers' expectations.
"As an organization, we continuously look for innovative ways to bring products to market that reflect the ethnic diversity that mirrors the communities in which we operate," Stout said. "Quality and value are always part of the equation. We want to offer products our customers may already be looking for in a grocery store, but conveniently and with better value while they fill up with gas or grab coffee."
7-Eleven offers several products that cater specifically to its Hispanic customer base. Customers can expect hot food options like empanadas or papusas as well as fresh food options 7-Select dip packs with chips and salsa. Beverage options include Horchata and single-origin coffee sourced from Mexico, as well as Hispanic candy.
7‑Eleven operates, franchises and/or licenses more than 65,000 stores in 18 countries, including 11,600 in North America.