C-store competition heats up in Virginia.
Wawa and 7-Eleven are heating up the competition in Virginia in an attempt to capture Millennial consumers.
A new report from Daily Press has revealed that both companies are adding new stores in the state, with Wawa building a new store at Pembroke Avenue and Mercury Boulevard in Hampton, Va. that is scheduled to open in November. The company also released plans for a new store in Norfolk, Va., which is slated to open next year. The company also has its eye on other sites in the state.
Daily Press also reported that there are three new 7-Eleven stores schedules to open in Newport and Williamsburg, Va. in 2017. 7-Eleven also has plans for more sites in the state.
Both companies are expanding in an attempt to earn the food and grocery dollars of Millennial consumers who’s buying power is on the rise. According to the report from Daily Press, collectively, the two c-store chains account for 10.3% the food and grocery dollars in Hampton Roads, Va.
In fact, 7-Eleven has even surpassed some popular grocery stores in the region, but according to research from The NPD Group, grocery and convenience stores are mostly competing against fast food restaurants for Millennial food dollars. However, that may be changing as Millennials continue to seek options that are both healthy and affordable.
Convenience stores are proving to be the go to place for consumers who are looking for both healthy options and fast service, and this is heating up the c-store competition.
Specifically, Wawa is catering to Millennials’ preference for customization with its kiosk ordering and made-to-order sandwiches, while 7-Eleven is working to expand its menu offerings to appeal to a wider variety of consumers, especially with its variety of fresh food offerings.
Virginia is still dominated by 7-Eleven, however, as the chain has 244 stores while Wawa still only has 28 stores in the area.