Just a month after launching a website about all things franchising, 7-Eleven, Inc. has added a second website for people looking to convert their existing retail outlets to the 7-Eleven brand and system through its Business Conversion Program (BCP).
Unlike many U.S. companies looking to downsize, the convenience retailer is expanding its retail presence around the country. 7-Eleven has developed an alternative franchising model that complements its existing franchise model. It enables independent operators of c-stores, gas and service stations, delis and other small retail operations that are 2,000 to 3,000 square feet in size to convert to the 7-Eleven business system and continue to maintain control of their real estate.
The BCP site outlines the benefits, application process, cost and qualifications required of a potential candidate, as well as features testimonials from recent converts, video footage of an actual conversion and dramatic before-and-after photographs of newly remodeled 7-Eleven stores. An interactive map highlights growth areas in the U.S. and the respective BCP contact person.
“Our BCP business is gaining momentum, and we wanted to offer an online one-stop-shop that differentiates this offering from our traditional franchising program,” said Randy Quinn, 7-Eleven manager of New Store Strategy. “It gives interested parties a convenient tool to determine if they might qualify as well as highlights the costs and benefits. Frankly, the feedback from participants has been strong after they have reviewed the potential of the 7-Eleven Business Conversion Program.”
The new BCP website has many of the same features as the Franchise site – history of the company, strength of the 7-Eleven brand, business systems, franchise support and marketing campaigns. The company licenses its proprietary retail business system while maintaining all of the business standards and services of its traditional franchise system.
7-Eleven is the industry’s largest retailer. According to IBISWorld, a market-research firm based in Los Angeles, the industry is estimated to grow, a little over one percent, for the next five years. Their full report on the industry for US Convenience Stores is available here.
Business Trends 