7-Eleven Expands into QSR Space with Eighth ‘Evolution’ Store

7-Eleven, the international convenience store franchise with more than 71,000 locations worldwide, just opened a new store in Manassas, Virginia that features two restaurants, the next step in the brand’s attempts to expand into the quick-service restaurant segment.

This newest location is considered an “Evolution Store”, which 7-Eleven defines as “an experiential testing ground, where customers can try and buy the retailer's latest innovations in a pioneering store format.” The Manassas location includes Raise the Roost, a chicken and biscuit restaurant, as well as Parlor Pizza, which offers made-to-order pizzas.

The Virginia store is one of eight corporate-owned Evolution Stores in Texas, New York City, San Diego and Washington D.C. All of them follow the same concept, featuring a quick-service restaurant brand, but the Manassas location is the first to feature two restaurants.

“Today’s opportunity is in the QSR [quick service restaurant] space, and we are responding by aggressively rolling out our restaurants across the country — both in Evolution Stores and beyond,” said Chris Tanco, 7-Eleven’s chief operating officer in a recent press release.

The company plans to open over 150 restaurants this year according to Tanco.

This is the most recent step in 7-Eleven’s multi-year campaign to expand into the quick-service restaurant space. In 2019, the brand’s first Evolution Store opened in Dallas featuring a Laredo Taco Company® restaurant, made-to-order coffees and smoothies, craft beer and growlers, a bakery and a cold treats bar.

7-Eleven announced in March 2021 that the new Dallas location will open a drive-thru for the Laredo restaurant, marking the first time the brand has operated a corporate-owned drive-thru at one of its locations.

The expansion into QSR is an attempt on 7-Eleven’s part to create a more unique experience and better value for customers.

"7-Eleven is known as a beverage destination, and Laredo Taco Company makes some of the best quick-serve Mexican food anywhere,” Tanco said. “Throw in the convenience of grabbing a taco paired with a Slurpee drink through a drive-thru, and it's a match made in heaven."