7-Eleven has opened the ninth location with its “Evolution Store” format in the U.S. and fifth in the Dallas-Fort Worth market. The new store, located in Dallas, includes customizable beverage options, a cigar humidor, digitally enabled experiences as well as a Laredo Taco Co., which is a popular south Texas restaurant concept.
Laredo Taco Co. is known for its "authentic flavors of the Texas and Mexico border,” according to a news release. The restaurant offers house-made flour tortillas, a signature salsa bar including a wide selection of salsas and toppings and ample seating. Specialties include authentic fajitas, chorizo, carne asada, carnitas and breakfast tacos made with fresh-cracked eggs. Additionally, unlike other Laredo restaurants, this location features an extended covered patio, including outdoor seating, frozen margaritas and beer on tap.
"We're excited to unveil the next iteration of the 7-Eleven Evolution Store in Dallas, offering an assortment of curated products, services and features that are customized to the neighborhood and customers we serve," said Molly Long, 7-Eleven vice president of store evolution and design, in the release. "These lab stores give us an opportunity to test, learn and scale successes into our new store standards, which ultimately allows us to continuously improve the experience for all our customers."
As the creator of the first to-go coffee (the OG To-Go Since 1964), 7-Eleven continues to position itself as the original coffee destination. This location also features a second self-serve espresso machine where 7-Eleven will test specialty items including cold foam, caramel macchiato, “Dirty Chai” (a Chai tea latte with an added double shot of espresso) and white mocha and horchata latte.
In addition to custom espresso drinks and cold brew coffee, the store also offers organic smoothies and shakes, vitamin-infused sparkling water and a wine cellar with an enhanced and expansive selection of wine. These offerings are available alongside 7-Eleven's popular products including Slurpee drinks, Big Bite hot dogs and Big Gulpfountain beverages.
The Evolution Store concept continues to serve as an experiential testing ground for customers to try the brand's latest products and innovations. While all Evolution Stores include a restaurant concept, no two locations are exactly alike as the retailer continues to tweak the design and product mix based on customer feedback and shopping habits, per the release.
The latest store also offers an array of digital innovations aiming to offer shoppers added convenience, including mobile checkout and delivery. With 7Rewards, the retailer’s loyalty program found in the 7-Eleven app, in-store customers can skip the checkout counter and pay for their purchases directly from their phone. The 7NOW delivery app also lets customers order more than 3,000 food items, beverages and household products to be delivered straight to their door.
Evolution Store Background
7-Eleven first debuted the Evolution Store concept in 2019 in the retailer's hometown of Dallas. The convenience store chain has since added additional locations in North Texas; New York; Washington, D.C.; Manassas, Virginia; and San Diego.
In 2021, 7-Eleven added a drive-thru for Laredo Taco Company at one of its Evolution stores in Dallas, which shares space with Taco Bell. The addition was a first for the retailer, which at had never had a corporate-owned drive-thru at any of its nearly 73,000 stores across 17 countries at the time.
7-Eleven acquired Laredo Taco Co., as well as Stripes convenience stores in South Texas, as part of its takeover of Sunoco in 2018.