The Boston Globe reports that as 7-Eleven introduces its new doughnut program, called the Dreammm Doughnut to a waiting and salivating world, it is redefining the competition that it sees as most threatening in the coming years.
''The future model sees Dunkin' Donuts, Starbucks, and Subway as future competitors,'' said James W. Keyes, 7-Eleven CEO, not the run-of-the-mill c-stores that the company traditionally has battled.
The new doughnuts debuted at a 7-Eleven in Randolph, Mass, and are emblematic of the company's desire to provide both convenience and fresh food to its customers.
The doughnuts are being made off-site and, once the program is in full swing, will be delivered to 7-Eleven units twice a day to keep pace with the likes of Dunkin' Donuts and Krispy Kreme.
''The future model sees Dunkin' Donuts, Starbucks, and Subway as future competitors,'' said James W. Keyes, 7-Eleven CEO, not the run-of-the-mill c-stores that the company traditionally has battled.
The new doughnuts debuted at a 7-Eleven in Randolph, Mass, and are emblematic of the company's desire to provide both convenience and fresh food to its customers.
The doughnuts are being made off-site and, once the program is in full swing, will be delivered to 7-Eleven units twice a day to keep pace with the likes of Dunkin' Donuts and Krispy Kreme.
- KC's View:
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The doughnut program isn't really new news; we first reported on that months ago. But we bring this up because of Keyes' comment about the competition, which resonates with implications for everyone in retailing.
Our mantra in such things is pretty simple:
Everybody competes with everybody.
And if you’re not checking out all the competition to see how they might be nibbling away at your sales and margins while simultaneously considering ways in which you might be able to nibble away at theirs, well, then you’re not really in the retailing business.
