With more than 75,000 stores, 7-Eleven is the largest convenience store chain in the world. The company’s culture follows the practice of Servant Leadership, a philosophy based on the idea that in order to be successful, leaders must put the needs of others first. 7-Eleven needed help communicating this philosophy to their workforce.
After refining the company values and behaviors to align them with the Servant Leadership model, RSW developed a launch plan to help educate stakeholders and build excitement. A new tagline, “Serve. Lead. Do what’s right.” captured the essence of the philosophy.
The official rollout included a video that told the 7-Eleven Servant Leadership story, along with a range of communications tailored for different audiences within the organization, including store employees, franchisees, field reps and corporate. Additionally, a recognition program was used to spotlight employees for living the values of Servant Leadership and reinforcing the organizational culture.