7-Eleven, Inc. was the first national retailer to offer on-the-go coffee beginning in 1964. Now, in 2014, the convenience store is getting around to offering a loyalty program as well.
While celebrating 50 years of on-the-go coffee, 7-Eleven is offering 50-cent cups of coffee through September 14, as well as introducing its “Every 7th Cup Free” coffee rewards program.
"You've heard of a baker's dozen, 13 for the price of 12," said Nancy Smith, senior vice president of fresh foods and proprietary beverages. "Consider this a brewer's half-dozen, seven cups of coffee for the price of six. Many of our coffee customers are regulars, so they could earn a free medium cup as often as once a week, or more if they come in more than once a day. This offer is actually more generous than a baker's dozen -- 14 cups for the price of 12. "
Participants in the new coffee loyalty program must download the app in the iTunes App Store or Google Play and register as a member. Texting “BREW” to 711711 will also send a link to download. The app houses each member’s personal bar code and digital coffee punch card.
This personal bar code is scanned every time a customer purchases a cup of coffee, which automatically punches the digital rewards card. A coupon for a free medium coffee will appear in the app after a customer receives six punches, and the process starts over once the coupon is redeemed.
"I'm not sure people realize that 7-Eleven was the first company in the U.S. to sell coffee to go, or that today we rank fourth in fresh-brewed coffee sales in the U.S.," Smith said. "Since we began offering fresh-brewed coffee 50 years ago, it has been one of our customers' favorite items. So, we want to celebrate 50 years by saying 'thank-you' to our millions of 7-Eleven coffee-lovers."