7-Eleven’s Bold New Brew

Coffee-drinkers who prefer stronger, darker brews touted as coffeehouse blends have a new option on the 7-Eleven hot beverage bar–BRAZILIAN Bold.

The new premium blend features select Arabica beans grown in the mountains of Central and South America. Priced at the same retail per cup as all other 7-Eleven hot beverages, the new, robust coffee complements the convenience retailer’s selection of mild to strong blends and offers a value-priced alternative to coffeehouses and donut shops brews.

“In blind taste tests, we found that coffee-drinking consumers really like our Exclusive Blend coffee,” said Paul Pierce, 7-Eleven’s senior director for merchandising. “We also learned that many young coffee-drinkers prefer a strong, rich flavor, so we developed a coffee to fit that flavor profile. Our new BRAZILIAN Bold scored just as high as strong flavors from national competitors in the taste tests we later conducted.”

As consumers stretch their dollars by switching from name-brand products to private label, mid-level casual restaurants to fast-feeders and giving up their $4-a-day coffeehouse habit, 7-Eleven has positioned itself to be an economical choice. Besides adding BRAZILIAN Bold as a fresh-ground alternative to higher-priced coffees, the company also is rolling out dozens of private-label items under the brand name of 7-SELECT.

The suggested retail price at 7-Eleven ranges from 99 cents to $1.79, based upon cup size (12 to 24 ounces) and geographic market.

With its Exclusive Blend targeting consumers who prefer a milder coffee and the new BRAZILIAN Bold for those seeking a richer flavor, 7-Eleven rounds out its coffee trifecta with 100-percent Colombian coffee for those who like something in between. Decaffeinated and flavored coffees–like Hazelnut and French Vanilla–hot chocolate and cappuccino drinks also continue in popularity.

“Our customers can create their own personalized hot drinks with no waiting in line to order or for someone else to prepare it, whether they prefer BRAZILIAN Bold straight-up, Colombian with hazelnut syrup and cream, or Exclusive Blend coffee mixed with hot cocoa and topped with cinnamon and mini-marshmallows,” Pierce said. “Best of all, 7-Eleven offers a greater value, at around a dollar a cup–no matter what goes into it–versus typical coffeehouse prices of $3 to $4.”

7-Eleven hot beverage bars feature:
* Five or more varieties of coffee.
* Four flavored syrups including vanilla, caramel, hazelnut and Irish crème.
* Four toppings–cinnamon, vanilla, chocolate and mini-marshmallows.
* Other popular beverages such as hot chocolate and flavored cappuccino drinks.
* Flavored creamers in French vanilla, hazelnut and Irish Crème varieties.


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