Halfway through implementing the research recommendations, 7-Eleven has already achieved +17% gross profit, +25% sales volume, and +18% sales value for Food on the Go (FotG). Brand image also improved significantly and the first new-design store doubled FotG sales value (like for like stores). Additional research-based NPD, packaging and advertising, to be launched in June, will likely increase performance further. The 4-stage shopper-focused study used innovative qualitative, rigorous quantitative and controlled experiments to uncover surprising yet usable attitudes and behaviours to FotG. Shopper-generated videos illustrated the keys to optimising range, service, packaging and marketing.