Digging Ourselves Out Of This Retail Rut

By Sukhi Sandhu, NCASEF Chairman

Over the past year or so, one challenge has weighed on my mind more than anything else: flat sales and declining foot traffic in our stores. As franchisees, we’ve all felt it. Fewer people are walking through our doors, customers are watching their spending, and some of the excitement that used to fill our stores has faded.

I want you to know that your national and local franchisee leaders see you, we hear you, and we are working hard every day to find solutions. This is not a challenge we can ignore, and it’s not one we can solve overnight. But I truly believe that together—franchisees, SEI, vendors, and distributors—we will find a way to turn things around.

For months now, the NCASEF officers, Board of Directors and I have brought this issue to every meeting we’ve had with SEI. We’ve pushed hard to make sure the company understands how serious this is and how much it impacts us at the store level. We’ve shared your stories, your numbers, and your frustrations directly with senior leadership. And I can tell you that SEI knows this is a problem, too. They see the same numbers we see, and they want to help fix it.

One of the main areas we’ve been exploring is foodservice. During the last few Board meetings, SEI has presented new foodservice initiatives focused on drawing customers back into stores. We’ve talked about expanding the fresh food menu, adding more hot foods, and making our food options competitive with quick‑serve restaurants and other c-store chains. This is a great opportunity because foodservice brings in higher margins and gives customers a reason to choose 7‑Eleven over other options. We’ve also been discussing improvements to 7Now, as more customers turn to delivery apps instead of visiting in person.

Another idea we’ve been working on with vendors is stronger, more creative promotions. We know that customers respond to deals and discounts—but they need to be meaningful, not just a few cents off here and there. We’ve asked SEI and vendors to come up with promotions that grab attention and bring customers into the store. We’ve also talked about testing regional and seasonal promotions tailored to what people in your neighborhoods actually want, rather than just broad national programs.

Our distributors play an essential role in this effort, too. By collaborating with distributors, we’re making sure stores have what customers want when they want it, and we’re able to test new items more quickly. Their support has been a big part of our conversations about improving the customer experience and driving more traffic, and I’m confident they will continue to be an important part of the solution moving forward.

We’ve even explored ways to improve the shopping experience itself. SEI has shared plans to upgrade the technology in our stores to make transactions faster and to use data more effectively. They’re also looking at how to improve store layouts and product placement to make the experience more appealing to customers.

While none of these ideas on their own have been a home run yet, they are steps in the right direction. And the most important thing is that we are at the table, speaking up, and making sure our voices are heard. I know it’s frustrating to feel like progress is slow. I feel the same way. But I also know that these challenges didn’t appear overnight, and they won’t go away overnight either.

I want to take a moment to thank every franchisee who has shared their feedback, attended meetings, and contributed ideas. Every time you speak up, it helps us make a stronger case to SEI and vendors. It shows them that we care deeply about our businesses and our customers, and that we’re willing to work together to find solutions.

I also want to remind you that this is not just about waiting for SEI or vendors to solve the problem for us. As franchisees, we can take small steps in our own stores to help bring customers back. Whether it’s keeping your store spotless, being friendly and welcoming, or trying out a new display, these little things can make a big difference. Customers remember when they feel valued, and they’re more likely to come back when they have a good experience.

In the coming months, we will continue pushing SEI and vendors for better programs, smarter promotions, and stronger support for franchisees. We won’t stop until we find real, lasting solutions. I promise to keep you updated on every step we take and every idea we bring to the table.

Thank you for everything you do every day to keep your stores running and to serve your customers. Your hard work, your pride in your business, and your commitment to excellence inspire me and the entire Board to keep fighting for you. Let’s stay strong, stay united, and keep moving forward.