7-Eleven launches coffee rewards program

7-Eleven, the inventor of on-the-go coffee, celebrates 50 years by introducing a coffee rewards program available on the retailer's mobile app.

Also in honor of the to-go cup's 50th anniversary, participating 7-Eleven stores from Sept. 3 through Sept. 14 will offer coffee for just 50 cents.

To participate in the new coffee loyalty program, customers must download the app in the iTunes app store or Google Play and register as a member. Texting "BREW" to 711711 will send a link to the download. Once in the app, clicking on the dollar icon will take members to the coupon page, where they have access to the digital coffee punch card.

Every coffee ordered earns a digital star on the punch card, and after receiving six punches (or stars), a coupon for a free medium coffee will appear in the app.

"You've heard of a baker's dozen, 13 for the price of 12," said Nancy Smith, senior VP of fresh foods and proprietary beverages, 7-Eleven. "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. "

Coffee consistently scores as the top-selling self-serve beverage at 7-Eleven stores.

"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."

Just last week, 7-Eleven announced the expansion of its customer loyalty program, which allows shoppers to earn points and redeem rewards at stores throughout the Northeast, along with parts of Austin, Los Angeles, Chicago and Vancouver.

7-Eleven, like other convenience stores, is adding more perks for its customers as its share of the retail space continues to climb. In-store sales for U.S. convenience stores in 2013 reached $204 billion.

For more:
-See this 7-Eleven press release

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