7-Eleven: No New Logo, No New Prototype

Retailer says New York store meant only to test products, concepts

Convenience retailer says New York store meant only to test products, concepts

DALLAS -- Despite reports to the contrary, convenience store chain 7-Eleven has no plans to rebrand with a new logo and an updated store design to position itself on a health platform, a spokesperson for the company confirmed for CSP Daily News.

“The news items that have been circulating is full of misinformation,” spokesperson Margaret Chabris told Campaign Asia-Pacific and confirmed for CSP. Chabris referred to stories discussing a New York location that is sporting a new logo and a dramatically altered interior design. “There is neither a new logo nor design that 7-Eleven is developing for its stores.”

The store in New York City is a location where the brand is testing new concepts and products, Chabris said.

According to the original story, 7-Eleven developed a new logo and store design, which the company internally refers to as “7-Eleven Next Generation.” The New York location was reportedly the first of four or five such concept stores, according to the article, which stated that the concept would eventually roll out across all stores. After confirming with Chabris that the story was inaccurate, CSP Daily News chose not to pick up the report. CSP has, however, provided in-depth coverage of the New York store opening.

“Unfortunately, the article says there will be a new look for all our stores; this is not the case,” Chabris told Campaign Asia-Pacific. “This location and design are neither a prototype nor a promise.”