Changing convenience
New 7-Eleven owners planning big changes for at least 30 metro stores
At least 30 metro 7-Eleven stores, locally owned for 67 years until being sold earlier this year to the international chain, are about to undergo a makeover that will be both cosmetic and will expand the stores' offerings to customers.
The chain of more t han 100 stores in the Oklahoma City metro were started by William Brown in 1953. Brown launched the chain with the blessing of his friend Joe C. Thompson Jr., who had renamed his Tote'm stores in Texas to the 7-Eleven name and business model of being open 7 a.m. to 11 p.m. seven days a week. It was the only time a separate7-Eleven chain was allowed. Brown's son, Jim Brown, sold the chain in February.
“This has been a very unique opportunity for us ,” said Chris Tanco, chief operating officer with Dallas-based 7- Eleven. “We're elated we were able to consummate the transaction. The city of Oklahoma City is growing. It's had job growth three years in a row.”
Some changes took place immediately upon the acquisition. The chain added lottery kiosks as the sale was completed in late February (the stores did not have lottery sales under the prior owners). Icee drinks, unique to the Oklahoma stores, were replaced with Slurpees sold by the national chain.
The chain i s starting t he physical transformation of stores with the newest locations built by the Brown family over the past few years. Tanco said some of the improvements will involve cosmetic changes and improved store flow and display.
The biggest change is the addition of Laredo Taco Company restaurants, a chain purchased by 7-Eleven in 2018.
"We have lots of exciting things planned for the Oklahoma stores that recently joined the 7-Eleven family, and Laredo Taco Company gives customers a delicious taste of what's to come," Tanco said. "When we open Laredo Taco Company restaurants in select 7-Eleven locations, the lines of enthusiastic customers have been out the door.”
A glimpse of the coming changes can be seen at 801 S MacArthur where construction of a new store was already underway when the stores were sold to the Dallas company.
The restaurant adjoins the convenience store, but it has a full kitchen and customer seating for those not wanting to take their meals to go.
Each restaurant features handmade flour tortillas made from scratch on site. Tanco said the menu is not reflective of a fast food restaurant; the Laredo's restaurant features barbacoa, chorizo, carne asada, carnitas and breakfast tacos made with fresh cracked eggs.
A salsa bar offers an array of freshly prepared salsas and pico de gallo. Mexican soft drinks also are a part of the mix.
The Laredo'ss are not replacing fresh foods already offered at the newer Oklahoma City 7-Elevens or the chain's other locations across the country.
“As a base offering, already have deli offerings, delivered daily, and hot foods like pizza, wings, mini-tacos and chicken,” Tanco said. “We're not just putting in restaurants. We are redoing the customer flow so that when you come into the store it will feel like a food and beverage destination.”
Customers also will see an influx of the 7 Select brand items that include juices, ice cream, electronics and wines.
“They are less expensive for the customer and equal to or higher in quality than the national brand,” Tanco said.
Not all of the Oklahoma City area 7-Elevens are new. Many were built in the 1980s and some date back to the late 1960s. Tanco said some stores might have room to add a Laredo's but not the parking to make it happen.
Some stores may be replaced, he said, while others will be renovated. The company's goal is to expand in the city and throughout the state, including Tulsa.
“We have a network plan that we go by,” Tanco said. “We look at the entire city. We look at trade areas and where we may see a store to relocate or be rebuilt.”
Business writer Steve Lackmeyer is a 30-year reporter, columnist and author who covers downtown Oklahoma City and related urban development for The Oklahoman. Contact him at slackmeyer@oklahoman.com. Please support his work and that of other Oklahoman journalists by purchasing a subscription today at http://oklahoman.com/subscribe.