DALLAS -- 7-Eleven Inc. joins 14 other companies that will appear on the fifth season of NBC's The Apprentice to challenge candidates with strategic business tasks. The first episode of the business reality show created by Donald Trump aired Monday, February 27. Of the original 18 candidates, only 10 will remain to take on the assignment from the convenience retailer when the 7-Eleven episode airs at 9 p.m. ET/PT Monday, April 17.
"7-Eleven rolls out hundreds of new products each year," said Joe DePinto, president and CEO of 7-Eleven. "This particular [image-nocss] item is the first of its kind; nothing like it exists in the market, and we're very excited about it. Building on that, we thought it would be interesting to do something else we've never done before: challenge the best and brightest business entrepreneurs on The Apprentice to come up with out-of-the-box ideas to introduce a new product that is completely novel to consumers. We think they will enjoy the show and the product."
Customers will be able to see and purchase the featured product the day after its debut on the show. 7-Eleven plans to launch the item at participating stores in the U.S. and Canada. Until then, the task product is being kept under wraps, but DePinto hopes the buzz from the show will translate into increased store traffic when the new item hits the shelves the next day.
"The Apprentice has proven that an appearance on the show can dramatically impact demand for a product," DePinto said. "We're telling our store associates to be ready."
Dallas-based 7-Eleven is the first convenience retailer to appear as a sponsor on The Apprentice. Sandwiched between Arby's and Ameriquest Mortgage, the 7-Eleven episode will appear mid-season.
"Suffice it to say that this has all been quite secret," DePinto said. "Besides the drama of seeing who of the candidates will stay and who will go, we've added a couple of surprises to the show that are uniquely 7-Eleven."Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.