DALLAS -- 7-Eleven Inc.'s transformation of a dozen stores around the country into Kwik-E-Marts as part of the promotional activity for The Simpsons Movie, which premieres July 27, has generated mostly positive buzz in the media for its gutsy, counter-intuitive breaking of the sacrosanct rules of branding.
Participants in a Kraft/CSP Daily News poll about the promotion were roughly evenly split. To the question, Do you think 7-Eleven's transformation into Kwik-E-Mart to help promote itself and The Simpsons Movie was a good idea?, 137 or 55% of the 249 [image-nocss] respondents said Yes; 62 or 24.9% said No, while 50 or 20.1% said No, especially because it calls attention to industry stereotypes.
[Click here to view CSP Daily News' coverage of 7-Eleven's promotion.]
Meanwhile, the retailer is celebrating its 80th birthday this year, on July 11 (7/11). In 1927, a loaf of bread cost nine cents, a gallon of milk 56 cents, a dozen eggs was 46 cents, and ice was sold in blocks rather than bags. That's when convenience retailing got its start with a little ice dock providing customers with what they wanted and expanding hours to fit their lifestyle. That small business evolved into what is now 7-Eleven, the world's largest convenience retailer, with more than 32,400 stores.
As has been the tradition for many years, the company will celebrate July 11 with free 7.11-oz. Slurpee drinks for customers visiting its U.S. stores. Special birthday cups will be available while supplies last.
Here are a few decade-by-decade highlights of the history of 7-Eleven firsts:
1920s
Before refrigeration, foods were kept cool in ice boxes, insulated cabinets with a large compartment for a block of ice. The Southland Ice Co. in Dallas, faced an unwelcome assault on its business with the invention of the mechanical refrigerator in 1926. In the summer of 1927, an entrepreneurial ice dock manager, named Uncle Johnny Green, added milk, bread and eggs for the convenience of ice customers and stayed open on Sundays when no one else did. Green turned a profit that summer, and the convenience industry was born.
Automobiles were becoming more common and needed fuel, a fact not lost on the little Dallas ice company. Its stores were not built on the street like many other shops, but 60 feet back so motorists could conveniently pull in and out. Southland ice docks began selling gasoline in 1928.
1930s
The Southland stores were open-front, drive-ins, operating 7 a.m. to 7 p.m., seven days a week. People would come from miles to shop at the ice plant/retail shop combo. The stores then offered curb service, staples, canned goods, salt, cookies, candy and, in season, ice-cold watermelon.
By 1936, most states again permitted the manufacture and sale of liquor and beer. Customers welcomed the cold beer sold at the little ice docks/grocery shops, then called Tote'm Stores.
1940s
In 1946, the hours of operation stretched to meet consumer demand for more convenient shopping. The Tote'm Stores and other ice shops operating under the Southland banner agreed to stay open from 7 a.m. to 11 p.m. seven days a week. The name was changed to 7-Eleven to reflect the hours of operation. Thus, the brand-name was born.
7-Eleven was the first c-store ever to air a TV commercial. The animated commercial featuring a singing owl and rooster ran in 1949 and stressed its early-to-late hours of operation.
1950s
In the 1950s, 7-Eleven plugged into the popularity of TV. The stores installed do-it-yourself TV tube testers along with a line of tubes. They were an immediate success and earned 7-Eleven the reputation of the little store that had it all. Added to the product mix that decade were key-making machines and money orders.
In 1952, 7-Eleven sold more watermelons than any other retail food organization in Texas. It probably had something to do with the melons chilled in tubs of ice cold water.
1960s
Along with its expansion to match the growth of American suburbia, 7-Eleven stores began operating 24 hours in 1963 to respond to increasing demand for access to convenience items.
In 1964, 7-Eleven was the first retailer to introduce coffee-to-go in Long Island for commuters and others in a hurry. This paved the way for what was later to be called dashboard dining.
A frozen carbonated beverage ushered in a new generation of 7-Eleven fans, kids. Now, not only were parents stopping by the little store on their way home, they were bringing their kids back to get the frozen treat. The semi-frozen beverage was discovered when two inventors froze carbonated soda in a drinkable, sherbet-like form. This product development led to the frozen sensation in 1965 called Icee, later re-launched as Slurpee by 7-Eleven's ad agency.
1970s
Self-service gasoline was introduced on the parking lots of some locations.
The installation of countertop microwave ovens in the stores heralded new merchandising opportunities and allowed for the preparation of chicken, french fries, pastries and sandwiches.
7-Eleven introduced its fountain soft drink beverages in 1979the start of the Big Gulp linein Las Vegas.
1980s
7-Eleven introduced ATMs to its stores in the early 1980s. The company now has the largest ATM network in the country.
The Super Big Gulpa response to the increased thirst for fountain soft drinksappeared in 1984.
7-Eleven made a commitment to better-quality hot dogs in 1985 and moved from speared wieners that took too long to cook to the roller grill. In July 1988, 7-Eleven signed an agreement with Oscar Mayer to develop an exclusive blend of spices and flavors for the Big Bite, the 7-Eleven branded hot dog.
1990s
In most of its stores 7-Eleven began providing fresh and daily-coded sandwiches, fruit, bakery and breakfast items that could be purchased to eat on the run or later at work or home.
7-Eleven led the industry with its national rollout of prepaid services in the 90s offering prepaid phone cards, pagers, telephones and cell phones.
2000s
7-Eleven focuses on new products and innovations to meet consumer demand for quality, assortment, value, speed and service. Each week, the company introduces 25 to 50 new items, many hailed as first, best or only at 7-Eleven.
Health and wellness prove big draws as baby boomers age and younger generations look for energy and protein boosts. A variety of wellness productsnutraceuticals, vitamins and energy supplements in liquid form; wellness additives in film-strips, food and beverageshave a significant presence in today's 7-Eleven stores.
7-Eleven signs sponsorship agreements with professional football, basketball and baseball teams across the country that include in-store promotions, coupon giveaways at games, free ticket contests and more. 7-Eleven goes to the movies with major film properties like X-Men, Spiderman 3, The Fantastic Four: Rise of the Silver Surfer and The Simpsons Movie.
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