Chelsea Choi has written an interesting article about the new emergence of healthy food in 711 stores due to the new partnership between 711 and Tony Horton Kitchen. 711 has a clear reputation in consumer’s minds of being a store that is cheap and open during all hours of the day, however, when I think of 711, the term quality of food does not come to mind. Personally, I don’t think that capitalizing on the healthy eating trend matches will benefit 711’s business. The consumer base that 711 already has are mostly comprised of people who want a quick snack – whether that be healthy or not- such as 711’s slurpees, hot dogs and taquitos. Although the partnership between 711 and Tony Horton Kitchen will not compromise its cost leadership strategy, I disagree with Chelsea in the fact that “it’s a smart move.” Consumers who are truly concerned with eating healthy most likely don’t go to 711 very often since healthy eaters have other great alternatives to turn to; therefore, I also disagree with Chelsea in the fact that 711 will be expanding its customer segment. In the end, this partnership between a health guru and a quick-and-cheap junk food paradise will just confuse the consumer in terms of 711’s brand image.
New partnership between 711 and Tony Horton