Technology/Services

7-Eleven Aims to Be Force for Good, Growth

CMO Marissa Jarratt explains inspiration behind promotion with Feeding America
7-Eleven and Feeding America
Photograph courtesy of 7-Eleven

IRVING, Texas — Being an essential business amid the COVID-19 pandemic is something 7-Eleven convenience-store employees take to heart.

“It’s a very important responsibility that people feel the weight of at 7-Eleven,” Marissa Jarratt, 7-Eleven’s CMO, told CSP Daily News.

The Irving, Texas-based c-store chain thought about how it could be a force for growth as well as a force for good coming out of the pandemic, Jarratt said, which led to its current promotions with Feeding America. While the company has donated to the hunger relief agency for more than 20 years, it’s stepping up its efforts this year to tackle food insecurity.

7-Eleven’s goal is to help provide 20 million meals through Feeding America Fridays drink promotion and Round up for Rewards.

"One year ago, we made an unwavering commitment as an essential business to provide food and critical supplies to customers during an unprecedented pandemic. Unfortunately, nearly one year later, hunger continues to rise in America," Jarratt said. "As our stores continue to support communities in which they operate, we are inviting customers to help us give back on an even greater scale.”

On Feeding America Fridays, which last through April 27, for every large Big Gulp fountain drink, Slurpee drink or cup of coffee purchased at participating stores, 7-Eleven will help provide a meal to the Feeding America network of food banks.

Through the Round up for Rewards program, customers can round up their purchases to the nearest dollar and the difference in change will be donated to local Feeding America food banks. Customers who round up and scan the 7Rewards barcode in the 7-Eleven app during check out—or who place an order through the 7NOW delivery app—will be entered for a chance to win one of the weekly prizes.

Prizes include a range of experiences from a trip for four to Iceland to see the Northern Lights to creating an original Snapple flavor with flavor scientists to a camping trip to four National Parks.

Not only is 7-Eleven reaching its goals to help fight hunger, but it also is seeing positive benefits to its business, Jarratt said. The promotion with Feeding America is driving engagement and scan rate. Delivery business is also growing, she said.

For any c-store operator looking to start a similar program, Jarratt said it starts with understanding the customer.

“It’s going back to that idea for us, for 7-Eleven, of how do we be a force for growth as well as a force for good?” Jarratt said. “But it started first with understanding who is our customer, and what role does our brand play in their life and how do we understand that intersection and look for opportunities?”

7-Eleven has worked with Feeding America for 21 years, supporting its network of 200 food banks which provide meals for more than 40 million people each year.

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