7-11 concept updated for the digital generation
Smartstore owner Matthew Quigley (left) and general manager Justin Ashlock bring an East Coast sensibility to the convenience store concept. Customers are able to place orders on touch screen computers. Photo by Andrea Ruse
Imagine a convenience store where the food is customizable, the wine is carefully selected, and the hot dogs are fresh and plump instead of wrinkled and rotating for several hours.
A store where hoagies and lattes can be ordered with the push of a few buttons, dozens of baskets hold fresh fruit, and eight different kinds of cereal flow from large plastic canisters for breakfast-eaters on the go.
A place where Starbucks, 7-11, and Subway all converge into something synergistically better.
This was Matthew Quigley’s concept when he decided to open Smartstore, a modern convenience store similar to the ones he frequented while growing up on the East Coast.
“The advancement of the convenience store out here has been on hold for about 10 years,” Quigley said. “7-11s still look like 7-11s from 1995. I felt a new, modernized version of the convenience store was needed that’s much more efficient.”
Next week, the 3,000 sq. ft. high-end convenience store, located at the corner of Artesia and Aviation boulevards, will open as the first of its kind in the Los Angeles area, according to Quigley.
It will feature a full-service deli counter with two touch screen computers where customers will order sandwiches, pizzas, breakfast and more, specifying everything from which toppings they want to how lightly they want their bread toasted.
Another computer sits in the barista section of the store, where customers will punch in the size and flavors of their coffee drinks. Quigley plans to eventually bring in proprietary coffee blends.
“It’s the ultimate convenience store,” general manager Justin Ashlock said. “People have been stopping in just to see what it’s about. They want it to be open.”
In addition to all the usual convenience store amenities — chips, candy, liquor, beer, magazines, tobacco products, and lottery tickets — the store will also offer a full-service salad bar and deli meat by the pound. Online ordering will also be available.
Quigley has brought in premium food and beverage brands, including Boar’s Head deli meat. Employee Kyle McBride, who formerly worked in the wine industry, will help develop a distinctive wine selection.
“The goal is to focus on high value brands,” McBride said. “We want to find niches that fit the South Bay and cater to a young, but discerning market.”
Childhood buddies
Quigley and Ashlock, both 25, met in sixth grade in Philadelphia. A year after earning his bachelor’s degree in economics from Penn State, Quigley opened a restaurant on the University of Oklahoma campus. He subsequently opened another restaurant with Ashlock’s help at the University of West Virginia — where Ashlock had recently graduated. Both moved to California the following year and Quigley quickly began making plans to build a more contemporary convenience store.
“We noticed no one was doing it out here,” Quigley said. “It fits well with this area, because everyone is on the go.”
Construction of the store began in September and has evolved into a mini-mart with decorated walls, a plant-lined entryway and surfboards.
“When Matt says he’s going to do something, he’s really going to do it.” Ashlock said. “But I don’t think either of us expected it to be on this large of a scale.”
The store is slated to open early next week after final inspections and finishing touches are completed.
Quigley wants to expand up and down the California coast and is currently looking for a second location in Manhattan Beach.
“Right now, we are going to concentrate on Manhattan Beach and the South Bay,” Quigley said. “But it’s the type of store that ultimately we want to be on almost every corner.”
For more information, visit www.thatissmart.com. ER