by Leonard Zody

Created on: April 15, 2009

Here we go again. Another American company whose leadership thinks that success is based upon marketing hype versus quality of product and service. Will they ever learn? I live here in the mid-west where product and service quality continues to win the business. 7-11 continually gets their doors blown off by a company that understands that the customer wants a quality product and service, and importantly a clean store.

Most of you are not old enough to remember the national gas station chain that advertised clean restrooms for the traveler. The other company understands this, as theirs are cleaned several times a day. Typically you'll find that if the restrooms are clean, you'll also find that the remainder of the store is clean.

A major hamburger chain CEO did not think clean restrooms were important and when business started faltering the board showed him otherwise. By the way the other guys understand that making clean restrooms conveniently available to the customer is a real plus. Where would you rather stop with your kids, the place with less than spotless conveniently available restrooms or the one with spotless readily accessible restrooms? The gas is going to be the same, the products are going to be the same.

The other guys are continually upgrading and remodeling their stores so they always look new and fresh. 7-11 stores look like they've been there forever. The other guy's driveways are always repaired and have that fresh look. The 7-11s in my area were built thirty (30) years ago and look every bit like it. The driveways are broken down and full of chuck and pot holes. When you go into the other guys store you always receive a friendly greeting. At 7-11 they will barely speak to the customer.

The convenience store business is all about the customer. The customer's first impression could very well be their last. Marketing hype will only get the customer into the store one time. It will take store quality, product quality and great customer service to get the customer to come back. I drive right by a 7-11 on my way to the other guy; which there are three (3) conveniently located where I can count on the great service, cleanliness, and product quality.

Putting the customer needs and desires first will be the only way 7-11 has any hope of recovery. In our area it will be a long uphill climb as the other guy I mention is way ahead of all the rest. Everyone else gets to compete of 2nd place.

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