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7-Eleven Heats Up Slurpee's 50th Anniversary through Technology

Branding foodservice is nothing new at 7-Eleven, home of one of the world’s favorite drinks, the Slurpee, which turns 50 this year.  7-Eleven Inc. is celebrating the 50th anniversary of the Slurpee this summer by giving away an estimated 9 million free small Slurpees. On July 11, Free Slurpee Day, participating 7-Eleven stores will offer the free drinks from 11 a.m. to 7 p.m.
This summer with Slurpee's golden anniversary and 7-Eleven's 89th birthday, Slurpee Week will take place from July 12-18. Slurpee fans who buy seven Slurpee drinks during that week and scan the 7-Eleven mobile app will receive 11 free Slurpees. The free Slurpee offer will automatically appear in the "Scan and Save" section of the 7-Eleven mobile app 24 hours after the purchase of the seventh drink. The 11 free Slurpee coupons must be redeemed by Aug. 31, 2016.
As if there were not enough flavors, 7-Eleven is also introducing a Birthday Cake Slurpee flavor. Fanta Birthday Cake combines traditional birthday cake and vanilla ice cream flavors, joining the recently released Sour Patch Redberry flavor.
Laura Gordon, 7-Eleven vice president of marketing and brand innovation stated: "This year is a big birthday for Slurpee, and a big year. One day, even one week, isn't enough, so we began celebrating in January and plan to keep it up until the end of the year."
Leveraging technology and hand held marketing via the phone, the 7-Eleven app edifies the Slurpee and the brand 7-Eleven. Every year 7-Eleven observes its birthday and other company milestones on July 11. This year's festivities are also part of the convenience retailer's "Hundred Days of Summer" ongoing promotion. This year drink for free, it’s as easy a click!
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About Steven Johnson

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Do you know who your competitors are today?  Do you know what they are selling? Do you know what your customers think of their food?  No? Well, maybe it's time to get a Grocerant Scorecard completed by the Grocerant Guru.

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions® and a recognized food industry thought leader. Johnson excels at vertical brand and product positioning, marketing strategy and business development specifically identifying, quantifying and qualifying niche opportunity for global foodservice related activity.  He can help place new products in non-traditional channels of distribution.

 With an emphasis in grocerant niche, his focus has been on better for you food that is fresh or prepared ready-2-eat and heat-N-eat.  He developed and implemented of the 5 P’s for food marketing for all retail foodservice companies, including chain drugstores, grocery stores, QSR’s and particularly C-store clients.

 During the past 15 years he has developed over 7.5 billion Dollars in avenues of new business revenue for clients and companies. His experience has focused primarily on C-level sales and brand  building opportunity with industry leading international companies including: The Procter & Gamble Company, Papa John’s International, Minnesota Mining & Manufacturing, Chi Chi’s, TGI Fridays, Fuddruckers,, Technomic, The Hartman Group.

 Prior to Foodservice Solutions, Johnson worked for the US Department of the Navy, where he led the development of Parcheesi’s Pizza Pasta Plus for global roll out and implementation including the development of the first dockside mobile pizza kitchen for use by the US Navy during the first Gulf War.

Johnson holds a Master’s of Science in Food Marketing degree with distinction from Saint Joseph’s University and a Bachelor of Art degree from the University of San Francisco. He is a member of Beta Gamma Sigma, the International Business School Honor Society.  Johnson has received numerous awards including 3 EMMEY; Awarded by 3M for “Outside the box” thinking and team leadership. Food Marketing Award; Awarded by Saint Joseph’s University, Outstanding Service Award issued by the Boy Scouts of America.

Don't get trapped doing what you have always done. Position your company with the evolving consumer. 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 participation, differentiation and individualization? That's simple, call for Outside Eyes call the Grocerant Guru. Email Steve at: or visit: for more information. Visit us at, or tweet Steve at

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