7-Eleven lowers fees,

hoping to draw more franchisees.

The convenience-store competition is getting hot in Orlando, and 7-Eleven is cutting fees for franchisees to help battle back against the likes of Wawa and RaceTrac.

The company is dropping its $80,000 franchisee fee on seven lower-volume stores in Central Florida. Those locations are currently company-owned, but 7-Eleven hopes that bringing in a motivated franchisee will give them new life, said Asif Qureshi, a regional franchise sales manager for 7-Eleven.

“When you put an entrepreneur in a business, the sales and profitability actually improve,” Qureshi said.

The company franchised 11 underperforming stores last year and this year it is hoping to put new franchisees in stores including the one at Goldenrod and Curry Ford roads in Orlando and state roads 436 and 434 in Altamonte Springs.

Opening a 7-Eleven convenience store still isn’t cheap. It will cost about $30,000 in licensing, permits and a down payment on inventory. Potential franchisees also need about $50,000 in liquid assets.

7-Eleven is still the area’s dominant convenient-store chain by the number of locations, with more than 100 stores in Central Florida. But Wawa has opened more than 40 of its expansive convenience stores and gas stations since it entered the market in 2011.

John Craig expanding

Winter Park’s own John Craig men’s clothing store is growing, finding a niche in upscale shopping districts in Florida.

The company, founded by Craig DeLongy, recently opened its eighth John Craig store in Ponte Vedra Beach, following another store that opened in Bonita Springs late last year.

“What we do first is put our

stores in places people want to be or where they want to live,” said Craig, who opened his first store at the JW Marriott Orlando hotel. “The rest is just a combination of product, ambiance and incredible staff.”

The stores sell upscale men’s business and business-casual clothing, such as suits, chinos and buttondown shirts. John Craig has a store on Park Avenue in Winter Park, as well as an adjacent companion shop called Current with younger styles.

Craig said he has refused to give in to the pressure to expand his stores into places they don’t fit.

“People want me to be open until 9 p.m. at night, and I tell them my customers don’t want to shop at night,” he said. “They can shop anytime they want.”

Free ice cream

Ben & Jerry’s free cone day is set for April 12, giving customers a needed sweet treat as the weather heats up.

The Vermont-based ice cream maker has four locations in Central Florida, three of which are in the tourist corridor and another in Kissimmee.

The promotion, going 37 years strong, gives customers one free scoop of ice cream between noon and 8 p.m. on Tuesday, April 12.

The purpose of the give- away, according to a statement from Ben and Jerry’s, is “thanking [fans] for being so uniquely awesome.”

“We pride ourselves in being a company that is further enriched by giving back to our fans, who believe in our values as much as we do,” said Ben & Jerry’s CEO, Jostein Solheim in a statement.

The promotion is limited to one scoop per customer, but you can visit all four locations, granted you can avoid the ice-cream headaches.

Fresh Market

The Fresh Market grocery store will open its fifth Central Florida location and first in Kissimmee on April 27.

The chain announced its 27,000-square-foot store will include a bakery, a meat counter and a seafood counter in addition to fresh produce and other goods.

The Fresh Market will be located at 612 Centerview Blvd. at the Crosslands shopping center, near the intersection of Osceola Parkway and Orange Blossom Trail.

Beauty shop

Ulta Beauty opened a new store at the new Lee Promenade on Friday. The store’s address is 6775 Eagle Watch Drive, just off of Semoran Boulevard.