News Summary 7-Eleven is initiating a significant rebranding campaign in Rhode Island and New Jersey to counter declining foot traffic and cigarette sales. With recent reports indicating a 7.3% decrease in customer visits and a 26% drop in cigarette sales since 2019, the company aims to upgrade its food offerings. New CEO Stephen Dacus plans to invest $13 billion over five years to enhance operations and introduce healthier food options, including popular items from Japan. Despite previous store closures, 7-Eleven is determined to revitalize its brand and adapt to changing consumer preferences. Rhode Island and New Jersey will see some significant changes as 7-Eleven stores undergo a major rebranding effort aimed at replicating the success of their Japanese counterparts. This decision comes as executives report a troubling 7.3% decline in foot traffic since August, largely attributed to a noted 26% drop in cigarette sales since 2019. The move to revamp the brand comes as 7-Eleven grapples with waning interest in its traditional offerings. Currently, there are 18 7-Eleven stores located in Rhode Island and 334 in New Jersey. The company’s rebranding initiative will focus on enhancing the food offerings, which have been criticized for being convenient but unhealthy due to high levels of salt, fat, and preservatives. Stephen Dacus, who has taken on the role of CEO at Seven & i Holdings—the parent company of 7-Eleven—within the last three months, is spearheading the transformation. The recently announced plans involve investing $13 billion over the next five years to bolster operations both in the U.S. and overseas. As part of the store upgrades across the U.S., the chain aims to implement more than 1,000 in-store restaurants and establish a network of suppliers specifically for 7-Eleven branded prepared foods. Dacus has indicated an intention to elevate the quality of fresh food offerings by introducing popular items from Japan, including egg salad sandwiches and strawberries and cream sandwiches. In a stark reminder of the challenges facing the chain, 7-Eleven has closed approximately 444 U.S. locations in the past year and is expected to close another 148 stores by the end of the year. While specific details about the locations of these closures have not been disclosed, one site in Green Brook Township at 245 Route 22 has been replaced with a new store named Wonder. Additionally, CrossAmerica Partners LP announced the acquisition of 106 convenience stores from 7-Eleven for $263 million. These stores, which are currently operating under the Speedway brand, will be rebranded post-acquisition. The acquired stores achieved notable sales figures, having sold approximately 160 million gallons of fuel and amassed merchandise sales of about $134 million over the last year. However, this transaction is contingent upon the approval of the Federal Trade Commission following 7-Eleven’s acquisition of the Speedway business from Marathon Petroleum Corp. As the brand seeks to adapt to changing consumer preferences in a challenging economic landscape, it is crucial for 7-Eleven to remain competitive. Analysts have pointed out that while rebranding is necessary, it carries risks, such as the potential to alienate loyal customer bases. Experts recommend that the company must make a significant investment in equipment, product selection, and marketing strategies to successfully rebrand in the U.S. market. Given the outlined strategies and significant investments, 7-Eleven is poised to take bold steps forward in an attempt to rejuvenate its brand image and product offerings in both Rhode Island and New Jersey, while simultaneously addressing the challenges posed by declining sales and changing consumer demands. Deeper Dive: News & Info About This Topic Patch: 7-Eleven Rebrand and Expansion Wikipedia: 7-Eleven The Sun: 7-Eleven Store Strategy Google Search: 7-Eleven stores rebranding Patch: NJ 7-Eleven Stores Changes Google Scholar: 7-Eleven rebranding Lehigh Valley Live: Acquisition of 7-Eleven Locations Encyclopedia Britannica: 7-Eleven
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PROVIDENCE STAFF WRITER The PROVIDENCE STAFF WRITER represents the experienced team at HEREProvidence.com, your go-to source for actionable local news and information in Providence, Providence County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as WaterFire, Rhode Island International Film Festival, and Rhode Island Comic Con. Our coverage extends to key organizations like the Greater Providence Chamber of Commerce and Providence Warwick Convention & Visitors Bureau, plus leading businesses in finance and manufacturing that power the local economy such as Citizens Financial Group and Textron. As part of the broader HERE network, we provide comprehensive, credible insights into Rhode Island's dynamic landscape.
