Convenience-store retailer 7-Eleven, the originator of to-go joe, has kicked off a yearlong celebration of the 60th anniversary of the idea with new exclusive coffee blends, cup design and more.
- 7-Eleven: The Original Disruptor
In 1964, 7-Eleven began selling coffee by the cup, “a move that revolutionized the 7-Eleven brand and entire coffee industry” by introducing the concept of coffee to-go cups to customers nationwide. Since that time, 7-Eleven has been a leader in commuter coffee culture. Over the years, 7-Eleven has expanded its coffee offerings to meet the evolving consumer preferences and industry trends, including specialty coffee, most recently unveiling the brand’s first flavored cold brews and self-service coffee stations.
“Since the introduction of our iconic to-go coffee cup six decades ago, 7-Eleven has provided customers with hot, fresh coffee around the clock,” said Dennis Phelps, senior vice president of merchandising for vault and proprietary beverages. “As we celebrate this anniversary, we want to extend our heartfelt gratitude to our loyal coffee customers who have made us a part of their daily routine over all these years—as well as the baristas who fuel us daily. We look forward to continuing to serve our customers and communities for many years to come.”
7-Eleven is inviting customers to join in on a yearlong celebration of coffee, including a new creative campaign, a new cup design commemorating the 60th anniversary and exclusive coffee blends.
And from April 7 to April 11 between 4 a.m. to 7:11 a.m. local time, Long Island, New York, coffee baristas who work at rival chains can visit any participating 7-Eleven to enjoy a free large coffee before their morning shift, the company said. “The brand sees and appreciates those who trek to work at 4 a.m. to fuel all our commutes. Before any other coffee shop opens its doors, there’s only one place: 7-Eleven—the place that fuels the people who fuel all of us,” it said. The offer is available only at participating Long Island locations and only valid for any employee in uniform, not only coffee workers).
- 7-Eleven is No. 1 on CSP’s 2023 Top 202 ranking of U.S. convenience-store chains by store count.
Irving, Texas-based 7-Eleven operates, franchises or licenses more than 13,000 convenience stores in the United States and Canada. In addition to 7-Eleven c-stores, the company operates and franchises Speedway and Stripes c-stores and the Laredo Taco Company and Raise the Roost Chicken and Biscuits brands. Customers can earn and redeem points on various items in stores nationwide through its 7Rewards and Speedy Rewards loyalty programs with more than 80 million members. They can also place an order in the 7NOW delivery app in over 95% of the convenience retailer’s footprint.
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