A New Twist on 7-Eleven's Birthday Celebration

Retailer cancels annual Slurpee giveaway, providing 1 million meals to Feeding America for COVID-19 relief instead
Photograph courtesy of 7-Eleven

IRVING, Texas — Given the uncertainties associated with the COVID-19 pandemic, 7-Eleven Inc. said it will not celebrate its annual 7-Eleven Day on as July 11 (7/11) in stores this year. Instead, the convenience-store retailer is giving a “special birthday gift” of one million meals to Feeding America, the largest domestic hunger-relief organization in the country.

Every $1 spent at 7-Eleven provides 10 meals secured by Feeding America on behalf of member food banks. 7-Eleven’s commitment includes $100,000.

"At 7-Eleven, our top priority is the safety of customers, franchisees and employees," said Marissa Jarratt, senior vice president and chief marketing officer for 7-Eleven. "Gathering nine million of our closest friends in stores on one day just didn't feel right, but I am heartened that we now have the opportunity to help the communities and neighborhoods that have been the lifeline of our business since 1927."

7-Eleven is one of many retailers to have partnered with Feeding America food banks during the  pandemic. In April, Circle K launched its campaign to donate one meal per fuel transaction to a food bank in the Feeding America network and expects to donate 40 million meals overall to the nonprofit. Last month, Sheetz and Wawa partnered to provide $4,000 and 600 lunches to Feed More, a Feeding America food bank in Richmond, Va.

"The Feeding America network of food banks has been on the ground addressing the increased need in their communities," said Lauren Biedron, vice president of corporate partnerships at Feeding America. "We are thankful for 7-Eleven's generous donation during this challenging time for many of our neighbors in need."

Although 7-Eleven is forgoing its usual Slurpee giveaway for 7-Eleven Day, the c-store chain will still offer a variety of specials throughout July. Starting July 1, 7Rewards loyalty app members will receive one free medium Slurpee coupon in their account, redeemable through the end of the month. 7Rewards members will also be able to purchase a Big Bite Hot Dog for $1 from July 1 to July 12. Finally, 7-Eleven will offer rewards members whole pizzas for $5 and a free Slurpee beverage between July 7 and July 11 if ordered through the 7NOW delivery app. Customers are limited to two pizzas per order and one Slurpee beverage per person.

"For nearly two decades, July 11 has been the busiest day of the year for 7–Eleven stores as millions of customers visit us to kick off summer with their favorite frozen drink" said Jarratt. "But this year, we have to make changes for the greater good. I hope you'll join us for the in-person party next year."

Irving, Texas-based 7-Eleven operates, franchises or licenses more than 70,000 c-stores in 17 countries, including more than 9,300 in the United States. 7-Eleven is No. 1 on CSP's 2020 Top 202 ranking of U.S. c-store chains by number of retail outlets.

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