A new pizza crust drew attention to 7-Eleven's foodservice program earlier in September, but it was not the chain's only menu move.

Over the past few weeks, the convenience retailer has also unveiled limited-time offerings, new sauces and additional customization options for customers, according to CStore Dive. The product slate also includes coffee tied to Tom Hanks, part of the company's latest foodservice push.

The rollout signals how 7-Eleven is working to sharpen its prepared-food and beverage credentials at a time when convenience chains increasingly compete on fresh food rather than fuel. Menu innovation through limited-time offers gives shoppers a reason to return, while sauces and customization options let patrons tailor items to their tastes.

For marketers tracking the c-store channel, the moves illustrate how foodservice has become a central lever for driving in-store traffic and differentiation. The combination of a headline product — the new pizza crust — with a steady cadence of limited-time items and personalization options points to a merchandising strategy built on both novelty and repeat relevance.

Expect 7-Eleven to keep layering new limited-time products and customization choices into its foodservice lineup as it works to convert foodservice interest into regular purchase behavior.