7-Eleven Tests Fried Chicken and Biscuits Restaurant Concept 'Raise the Roost'
Raise the Roost Chicken & Biscuits is the convenience chain’s latest attempt at in-store eateries.
In recent years, 7-Eleven has longed to be more than just a convenience store. It’s easy to understand why: When you see places like Wawa earning customer kudos for their handmade sandwiches, a twirling taquito simply isn’t as enthralling. So in 2017, the chain attempted to up its culinary cred by offering “restaurant quality” meals to-go—that is, until someone at 7-Eleven had an even better idea: Why not put a full-on restaurant in the store? Around this time last year, the brand opened a test location with dine-in seating selling tacos and alcohol. That concept has now evolved into 7-Eleven’s experimental “Evolution Store” series—and the latest one (of four), located in New York City, comes with its own Southern-inspired chicken restaurant.
Raise the Roost Chicken & Biscuit—tagline: “Chicken Worth Crossing the Road For”—is described by 7-Eleven as having “a simple menu: made-from-scratch, hand-breaded fried chicken tenders with signature sauces, bone-in and boneless wings, signature chicken sandwiches, and breakfast sandwiches.” Items are available both grab-and-go and made-to-order from the new Lower Manhattan store at 88 Greenwich Street.
“On the go customers are looking for high quality, differentiated food options and 7-Eleven continues to explore new concepts that meet that demand,” 7-Eleven President & CEO Joe DePinto said in the announcement. “Raise the Roost offers craveable food and generous portions at prices below what you'll find at most fried chicken establishments.” And, hey, coincidence or not, if 7-Eleven can grab a piece of the coveted Chick-fil-A and Popeyes chicken sandwich action, why not?
That said, this new NYC location is about a lot more than just chicken. 7-Eleven also touts “exclusive products, services and features” such as “made-to-order specialty drinks,” “self-serve bean to cup coffee,” “novelty beverages on tap,” “self-serve frozen yogurt and ice cream,” and mobile checkout and delivery.
Meanwhile, beyond New York City and Dallas, Evolution Stores have also been added this year in Washington, D.C., and San Diego. Both of those locations feature the same Laredo Taco Company concept that opened in Dallas. But since 7-Eleven says they plan to continue to expand these restaurant-containing stores across the country, does that mean more Raise the Roost Chicken & Biscuits, too? It would seem that way.
“Today's customers expect even more than they did just a year ago when 7-Eleven opened its first Evolution Store in Dallas,” Chris Tanco, 7-Eleven executive vice president and chief operating officer, explained in a statement. “Consumer feedback—from that original store and the neighborhoods these new stores will serve—helped our store development team refine and design this next generation of the 7-Eleven shopping experience.”
So basically, if you like Raise the Roost, 7-Eleven seems ready to keep opening more. Or if you don’t think it’s worth crossing the road for, they probably have something else up their sleeve.