http://www.businessweek.com/articles/2014-10-02/7-eleven-sells-cold-pressed-juice-and-other-healthy-foods-in-la
Competition between firms have never been more intense than now, today even convenient stores are trying to rise up to the challenge trying to obtain any advantage over other convenient store brands. Living through a busy lifestyle simply means that personal hygiene and nutrition is more important than ever, 711 in Los Angeles decided to join in the fray and began to provide healthier foods including salad, fresh fruits and sandwiches in addition to its current selection of goods. As of now, over 100 711 stores have begun to sell these products in the ultimate goal of healthy eating.
711’s improvements in product variety is an example of a business strategy specifically a focus strategy in product differentiation. As a pose to selling slurpees, coffee and other goods, 711 is aims their new products at consumers who wish to pursue a healthy eating style diversifying the amount of consumer markets they can satisfy. Even though 711 has its successes in producing and promoting healthy eating, it appears that slurpees are more attractive than the new products leaving a taste of bitterness in its owners.
My view on this matter is that 711 were responding to the demands of the consumer. Through the 711 app, introduction of healthy food was a demand often put forward leading to this eventuality. However, other convenient stores and super markets already provide these kind of products already for a similar price. So i would say that 711 where slow in this instance to finally achieving this stage in the market. However as 711 is so easy to find, they may have the ability to sell more healthy foods as a while compared to its current competition.