7-Eleven Celebrates 82nd Birthday


July 11 is 7-Eleven Day, and the day the world’s first convenience retailer celebrates its birthday.


This year promises to be the biggest ever, with 7-Eleven planning to give away close to 5 million free 7.11-ounce Slurpee drinks to celebrate its 82nd birthday at more than 6,000 stores in the U.S. and Canada.


New this year, the retailer has added concert tickets to its annual tradition of free Slurpee drinks. This year’s colorful Happy Birthday! cups feature a Slurpee Nation rewards code worth two rewards points, enough to enter the 7-Eleven Day instant win game online at www.slurpee.com. Upon entering, all players will receive a code to buy reduced-price Live Nation concert tickets for some of the hottest acts on tour this summer.


The 7-Eleven Day instant win game runs from 7 a.m. to 11 p.m. (CDT) for a chance to win one of 711 $50 Live Nation Concert Cash prizes, redeemable for concert tickets sold at www.livenation.com. Everyone entering the 7-Eleven Day instant win game at the Slurpee Web site will receive a code and Web site link to purchase $7.11 lawn tickets for concerts at select Live Nation venues across the country (some additional fees apply).


The concert ticket codes are valid for the discounted ticket prices through Sunday, July 12, at 10 p.m. (CDT). The $7.11 tickets are good toward select general admission lawn seats at Live Nation-owned and operated venues while supplies last.


“Music seemed a natural extension to the big Slurpee birthday party we throw every year on 7-Eleven day,” said Evan Brody, 7-Eleven’s marketing manager for Slurpee and Big Gulp brands. “Every party is better with music, and we worked with Live Nation to come up with a way to make our celebration even bigger and better. Together, we’ve been able to provide an affordable way for people to see their favorite band in concert this summer.”


Slurpee street teams are planning “Slurpee-brations” and 7-Eleven birthday parties around the country with music, entertainment, prizes and food sampling. A 7 to 11 p.m. birthday-eve bash at a Hollywood 7-Eleven store in California will feature a live call-in show with local radio station KIIS, entertainment by the Los Angeles “electro” dance phenomenon, Dance Floor Kids and prizes including a free year of Slurpee drinks for the first 100 die-hard Slurpers who show up.


One northern California (San Rafael) store’s party will take on a Latin flavor with local celebrity Sam Aguilar emceeing the event sponsored by top Spanish-language station, KSJO-FM.


Each year, many new franchisees choose 7-Eleven’s birthday as the day to officially open their neighborhood store for business. Grand openings in New Jersey and Florida will double as birthday parties and Slurpee celebrations. Elizabeth, N.J., franchisee Nasser Nasser has invited local dignitaries to a ribbon- and cake-cutting and plans to serve free food with a face-painter and balloon artist for his smallest customers. And in Sanford, an Orlando suburb, the Slurpee street team will be making a special appearance to give away prizes as the new store opens its doors.


Every year, July 11 marks the day that the world’s No. 1 convenience retailer observes its birthday and other company milestones. 7-Eleven, the first convenience store, originated in 1927 when a Southland Ice Company employee began selling bread, milk and eggs on an ice dock in a Dallas suburb. Since that inauspicious start, “convenience” has become a big business. The small ice company has grown into a major, international retailing chain with 7,800 7-Eleven stores in North America and more than 36,200 stores worldwide that generated $53.7 billion in revenues last year.


“7-Eleven Day also is known as free Slurpee day, because of how popular the beverage giveaway has become,” said Jay Wilkins, brand manager for proprietary cold beverages. “We’ve been serving free Slurpee drinks on July 11 since our 75th birthday in 2002, and it continues to be a hit with customers. What better drink for a month that is typically the hottest of the year?”


Wilkins added, “But more importantly, we at 7-Eleven get a chance this Saturday to show customers our appreciation for their patronage all year.”




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