7-Eleven's Lack Of Coffee Credibility

Aude Lagorce, Forbes.com

NEW YORK - With overall profits slumping and an abundance of outlets for consumers to choose from, the convenience-store industry has seen better days. In the face of such a slump, the largest players are reacting in different ways: some choosing to consolidate while others reinvent themselves.

7-Eleven's strategy to remain top dog: coffee. The Dallas-based company, which operates or franchises about 5,800 stores in the U.S. and 19,000 more worldwide, announced today that its stores' coffee stations are getting an upscale makeover. Will the 76-year-old franchisor succeed in convincing customers to come to its stores for gourmet coffee?

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