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7-Eleven unveils its latest Evolution Store

Store features digital and product innovation, plus outdoor dining.
Michelle Warren smiles
7-Eleven Evolution store
The new store features an extended covered patio for drinking Slurpees, coffee, frozen margaritas and beer, as well as dining.

7-Eleven, Inc. is celebrating the opening of its fifth Evolution Store in the Dallas-Fort Worth area and ninth in the U.S.

Located at the corner of Preston and Alpha Roads in Dallas, this new location boasts customizable beverage options, a premium cigar humidor and the latest retail digital innovations.

On the food front, it's home to addition to Laredo Taco Company, a popular south Texas restaurant concept known for its authentic flavours of the Texas and Mexico border. Authentic tacos are served on fresh-made flour tortillas and feature a signature salsa bar with a wide selection of salsas and toppings. Other menu items include, fajitas, chorizo, carne asada, carnitas and breakfast tacos. Plus, the location features an extended covered patio where customers can enjoy outdoor seating, frozen margaritas and beer on tap.

"We're excited to unveil the next iteration of the 7-Eleven Evolution Store in Dallas, offering an assortment of curated products, services and features that are customized to the neighbourhood and customers we serve," says Molly Long, 7-Eleven VP of store evolution and design. "The customer is getting the convenience they expect from 7-Eleven--coupled with a delicious restaurant-quality dining option and unique and innovative beverages. These lab stores give us an opportunity to test, learn and scale successes into our new store standards which ultimately allows us to continuously improve the experience for all our customers."

The store also features a self-serve espresso machine where 7-Eleven will test specialty items, including Cold Foam, Caramel Macchiato, Dirty Chai (a Chai Tea Latte with added double shot of espresso), White Mocha and Horchata Latte. In addition to custom espresso drinks and cold brew coffee, customers can also enjoy organic smoothies and shakes, vitamin infused sparkling water, and there's even a Wine Cellar with an enhanced and expansive selection of wine. These marquee items feature alongside 7-Eleven's iconic Slurpee drinks, Big Bite hot dogs, Big Gulp fountain beverages and more.

The store also offers an array of digital innovations, including mobile checkout and delivery. With the 7Rewards loyalty program, in-store customers can skip the checkout counter and pay for their purchases directly from their phone. The 7Now delivery app also lets customers order more than 3,000 products to be delivered straight to their door.

7-Eleven's Evolution Store concept serves as an experiential testing ground for customers to try the brand's latest products and innovations. No two locations are exactly alike, as the retailer continues to tweak the design and product mix based on customer feedback and shopping habits.

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