‘Bring Your Own Cup’ Is Back at 7-Eleven

Aimee Harvey, Managing Editor, Technomic

7-Eleven  BYOCup

IRVING, Texas -- 7-Eleven Inc. has brought back its popular limited-time frozen-drink promotion Bring Your Own Cup (BYOCup) Day.

Slurpee fans can fill the cup of their choice—or any container that can be used as a cup—with a Slurpee frozen drink at participating 7-Eleven stores from 11 a.m. to 7 p.m. May 19 and 20,  The promotion is timed with the introduction of several limited-time frozen flavors, including cinnamon-flavored Pepsi Fire; Lemonade made with real fruit juice; and sugar-free Slurpee Lite Watermelon Lime made with all-natural flavors.

Here's a look at how the promotion works as both an LTO and a social-media bonanza ...

Price and accessories

People enjoying BYOCup

The cost to fill any cup or container, regardless of size, is $1.50, the price of an average medium Slurpee drink. All cups must be leak-proof and fit upright within the in-store BYOCup display cutout, which is about 10 inches in diameter.

This year, 7-Eleven is celebrating BYOCup Day with its own refillable collectible cup, shaped like a blender. Thirsty customers who show up without an oversized cup can purchase the 50-ounce blender cup for $5.99. Customers can also purchase a new Ultimate Slurp Straw, which is more than twice as big as a regular straw, for 99 cents.

Social-media bonanza

7-Eleven BYOB

"Every year, BYOC gets bigger, and customers get more creative," said Laura Gordon, 7-Eleven’s vice president of marketing and brand innovation. "Year-round, people show their personality through their striped and swirled Slurpee selections. On BYOCup Day, fans can customize their slurping experience even more by filling their own cup of their choice and sharing their crazy creations on social media."

To encourage social media participation, 7-Eleven is using the hashtag #BYOCupDay so Slurpee fans can share their creative cups on Twitter, Facebook and Instagram. Snapchat users can follow REALLYSLURPEE for updates on BYOC. A special BYOCup Day geo-filter, available only at 7-Eleven stores May 19 and 20, adds extra color to snaps of the Slurpee fans unofficially competing for the honor of most unusual cup.

The fine print

7-Eleven BYOB

7-Eleven's BYOCup Day is a worldwide promotion. Along with stores in the United States, 7-Eleven sites in Australia, Canada, the Philippines and Malaysia also have BYOCup Days.

Based in Irving, Texas, 7-Eleven operates, franchises or licenses more than 62,000 stores in 17 countries, including 10,900 in North America.