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Foodservice

Stripes Serves Up Slurpees

The product launch is the first in several initiatives aimed at adding value for customers

IRVING, Texas -- 7-Eleven is making its mark on its convenience-store acquisitions from Sunoco with a signature beverage. Stripes stores in the South will now offer Slurpee frozen dispensed drinks.

The product launch is the first of several initiatives aimed at adding value to Stripes customers, according to the company, which 7-Eleven acquired earlier this year.

“Our plan is to combine the best of the best from Stripes and 7-Eleven,” said Greg Kirian, director of marketing for Stripes, in a news release. “Naturally, as we enter summer, it made sense to start with Slurpee drinks, but Stripes customers can expect to see more in stores as we begin to combine other popular 7-Eleven proprietary brands with the Stripes assortment that customers already love.”

The company is signaling the transition with its “Summer of More” campaign. For a limited time, a medium Slurpee will be available in Stripes stores for 79 cents. The company is also launching a Facebook contest where customers can win free Slurpees for a year by liking and commenting on Stripes’ page. 7-Eleven’s Slurpee truck is also set to make pit stops at select Stripes locations in Texas.

The forthcoming initiatives could also determine the fate of Stripes’ Laredo Taco Company and APlus’ Ladson Grill., but "the APlus, Laredo Taco, Ladson Grill and Stripes brands will continue to serve customers as the acquisition is completed,” the company said when it announced the completion of the deal.

The acquisition of Stripes was included in Sunoco’s strategic divestiture of most of its company-operated convenience stores to 7-Eleven Inc. As the largest acquisition in 7-Eleven’s history, the company emerged from the deal with about 1,030 formerly Sunoco c-stores in 17 states for about $3.1 billion.

Based in Irving, Texas, 7-Eleven Inc. operates, franchises and/or licenses more than 66,000 stores in 17 countries.

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