7-Eleven Canada readies to sell beverage alcohol in Ontario
7-Eleven Canada’s plan for the launch of alcoholic product in its 58 licensed Ontario stores includes creating 60 new full-time positions, positioning itself as a distributor for local brewers and vintners to service other licensed retailers, and a marketing push to its of-age loyalty customers.
The 58 stores are set to receive their first shipment of beer, wine, cider and ready-to-drink cocktails in time for the opening of the category, on Sept. 5.
“We’re still finalizing our product assortment, but to start we’ll be offering a mix of popular products, alongside a selection of made-in-Ontario brands,” Victor Vrsnik, director, corporate affairs and business development for 7-Eleven Canada, tells CSNC. “Over time, we’ll explore a store-specific approach to respond to the tastes of local customers.”
In terms of how alcohol will change store planograms, “we’re working toward a short-term uniform schematic applicable to all our licensed Ontario stores,” he says. “The schematic we’re designing today will feature chilled beer, wine, cider and RTDs in walk-in cooler doors, while ambient product will be available in-aisle.”
Stores will use existing coolers and shelves to display and sell alcoholic product. “In the future,” adds Vrsnik, “we plan to develop schematics that are tailored to each location based on the preferences of local customers.”
Where possible, 7-Eleven Canada will leverage its new integrated distribution business, Seven Eleven Distribution Canada Corp., to optimize ordering and replenishment of beer and wine inventory. It “is also available to local brewers and vintners looking to distribute their products to the new retailers in the Ontario alcohol industry,” says Vrsnik.
Seven Eleven Distribution Canada Corp. was formed after 7-Eleven acquired lease facilities from 100-year-old Wallace & Carey late last year. Wallace & Carey leased warehouses in nine cities across B.C., Alberta, Manitoba, Saskatchewan and Ontario and was a critical supplier to remote communities in Northwestern Ontario.
The Surrey-B.C-based chain is also expecting to add about 60 full-time positions in Ontario, as team members “take on greater responsibilities with ordering, stocking and maintaining product, customer service, transactions and more,” says Vrsnik. “Our staffing and labour model is influenced by increased store activity that we expect from the introduction of alcohol sales.”
READ: 7-Eleven Canada acquires Wallace & Carey assets in B.C. and Alberta
Training of staff to serve and sell beverage alcohol
7-Eleven has implemented SmartServe training for all of 7-Eleven Canada employees in Ontario. Age-restricted sales controls and policies also include age verification requirements for any customer who looks 30 or younger.
Investments are also being made for in-store print and digital marketing materials as well as 7Rewards loyalty and its 7Now delivery app to reward and welcome of-age customers to both take-out and home delivery of their favourite beer, wine, and RTD products.
The new beverage alcohol assortment will aim to complement 7-Eleven’s fresh and prepared food menu, which includes chicken wings, strips and sandwiches as well as potato wedges prepared in-house daily, pizza, Big Bite hot dogs, hot and cold sandwiches made locally, crispy taquitos, and more.
7-Eleven Canada currently operates two licensed restaurant-format stores in Leamington and Niagara Falls, Ont. as well as 19 licensed locations across Alberta.
“Our customers have wanted this change for a long time, and we’re excited to make the lives of Ontarians even more convenient,” Marc Goodman, vice-president and general manager, 7-Eleven Canada, said in a release. “Kudos to Premier Doug Ford, and the Ontario government for fulfilling a promise and for modernizing alcohol retailing in Ontario.”
“The leadership of the LCBO and the AGCO has paved the way for a smooth transition to the new alcohol retail model and we are delighted to have them as partners,” Goodman added.
