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Yes, this is my thought as well. They bought their way into the market, somehow thinking it was the chunk of real estate and not the services provided that kept customers coming back over and over again. They didn't even bother to see what these services were, came in like a bull in a china shop, indifferent to the point of oblivious about it, even as the accounting department back at the home office had to process out all the kitchen equipment, the self-service soda and ice cream machines, etc., from every store in Baja.
Nowadays, 7-11 is still there, puttering along, as a generic clone of Oxxo, the other large mini-market chain in Mexico, offering nothing special, except maybe along the lines of - "Hmm... Oxxo is three blocks this way, 7-11 is one block that way, I guess I'll go to 7-11", and Oxxos are everywhere, Jesus... like somebody gleefully abused the copy/paste function.