Monday, July 6, 2015

Slurpee’s Delivered Right to Your Door

Branding summer time fun in the form of a Slurpee is nothing new for 7-Eleven. After all every year, 7,290,000 gallons of Slurpee are consumed worldwide that is enough to fill 12 Olympic-size pools. The 7-Eleven branded beverage essentially frozen, flavored sugar water blasted with carbon dioxide comes in an unending flow of flavors and especially entices its suitors during the summer months.

This year starting in California, consumers will be "thanking heaven for 7-Eleven" even more now that the convenience store chain is testing a program that delivers mobile orders directly to them. Yes, now they are going to bring Slurpee’s directly to your home, party, or office! 

7-Eleven is expanding its offering Ready-2-Eat and Heat-N-Eat fresh food plus selected CPG products directly to consumers.  7-Elevens new program enables “shoppers to use their iOS, Android or web app powered by Postmates ( to choose from an assortment of 7-Eleven products, including hot foods, snacks, cold beverages and other convenience items. Orders are fulfilled in-house, and Postmates is tasked with delivering orders to customers in an hour or less.”

Raja Doddala, 7-Eleven’s vice president of innovation and Omni-channel strategy stated: “7-Eleven’s founder, Joe C. Thompson Jr., used to say 7-Eleven’s mission was to ‘give customers what they want, when and where they want it”.

Today 7-Eleven’s Omni-channel strategy is the perfect platform to deliver on this promise, as it provides time-pressed customers solutions to their everyday needs while transforming its outlets from convenience to convenient, neighborhood stores. “7-Eleven’s reach extends beyond our physical stores,” Doddala said. “The program should work well for us because it appeals to our customers who are more on-the-go, connected 24/7 and prefer fast-paced, urban living.”

7-Eleven has entered into relationship with delivery service Postmates to have sodas, snacks and household staples – yes, and Slurpees – delivered to customers in a handful of cities. Postmates is carving out a leadership role in delivery success, including recent partnerships with retailers and food chains including McDonalds, Starbucks, and Chipotle; 7-Eleven fits right in. We applaud 7-Eleven and think this will be a great and valued service. 

Are you trapped doing what you have always done and doing it the same way?  Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information

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