7-Eleven, home of dubious late night snacks, technicolor Slurpees, and tears rebrands to attract healthy Millennials (ages 18-32) and women into their stores. Here's what some Delicious Living editors think.
Never in our wildest dreams would we have thought the convenience store that describes their signature Big Gulp as "genetically engineered to quench even the most diabolical thirst" would rebrand to attract more healthy shoppers ages 18-32 (also called Millennials) into their stores. But lo and behold, 7-Eleven is on-track to revamp their stores with white tile walls, wooden accents, and large swaths of bright green paint. Based on the photos, the new 7-Eleven will be a far cry from the dingy, Cheeto- and- Go-Go Taquito-packed C-store of our nightmares.
Created by Ohio-based WP Partners—an interior design company whose clients include brick-and-mortar stores such as Samsung, CVS, and Whole Foods Market—the rebrand appears to be bright and inviting.
"The new stores have an almost Whole Foods style vibe," according to Fast Company, "with a layout and signage strategy that attempts to highlight healthier snacks and freshly made food over microwaveable nachos and sodas the size of a toddler's torso." Indeed, 7-Eleven will prominently display baskets of basic fruit like bananas and apples and bread under what appears to be an attempt at cheeky signage.
We at Delicious Living agree that when retailers offer healthier options, it's a good thing. After all, bringing more health to more people is a great mission. Plus, I doubt anyone would choose to shop in the fluorescent-lit, depressing 7-Elevens of our college years over the new 7-Elevens of the future.
But after an amusing email discussion among our editors (some of which are Millennials), it's apparent that we have an issue with this rebrand due to it's blatant pandering for Millennial attention.
Our email chain is worth a read:
You may ask, why the rant? So what if a convenience store—which was desperately in need of a facelift anyway—throws a bit of green paint here, a basket of fruit there?
Because that's what it is: a facelift. You can alter the facade, but 7-Eleven is still the same C-store. Is the company more ethical now that it looks pretty? Did it raise their cashiers' hourly pay? Did it start sourcing locally? Will it banish their 64 oz. Double Big Gulp or artificially colored Slurpees from existence?
7-Eleven was born in 1927 when an ice house started selling milk, eggs and bread. The company had ample opportunity to leverage its 86-year history to build authenticity with younger shoppers.
You gave it the old college try, 7-Eleven. But we won't bite your health-halo carrot.