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With taglines like "Our coffee's fresher than your average Joe" and "Guaranteed fresh or we'll brew it new," 7-Eleven, Inc. plans to educate coffee drinkers about the its commitment to quality, according to Convenience Store Decisions.
The campaign includes radio advertising, billboards, messages on the side of buses and even posters at Long Island Rail Road stations. Signs inside and outside the more than 5,500 U.S. 7-Eleven stores will let customers know they can ask a 7-Eleven employee to brew a fresh pot on the spot. Local promotions will be a part of the marketing mix.
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Editor's Insight: 7-Eleven never misses an opportunity to make customers aware of its newest offerings, and when it comes to coffee, they understand what today's consumers want. They aren't surrendering anything to the specialty coffee stores or the fast food restaurants, and vending and coffee service operators shouldn't, either.
Coffee service operators have met the challenge admirably in recent years by investing in better products and equipment to meet the consumer's demand for better quality coffee. One area in which coffee service and vending operators need to improve is marketing and advertising their products.
Competing retailers such as 7-Eleven, Dunkin' Donuts, McDonald's and Starbucks have all upgraded their marketing in recent years. Coffee service and vending operators must do the same. 02-07-08 by Elliot Maras
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