7-Eleven brews 'Awesummer' promotion to offset rivals

DALLAS — 7-Eleven is looking to leverage social media this summer with a limited duration offer designed to generate traffic at the retailer’s more than 10,000 worldwide locations.

The announcement comes on the heels of Dunkin’ Donuts’ decision to focus more on its beverages and Starbucks’ announcement that it would be raising prices on select beverages.

"7-Eleven iced coffee provides an indulgent, afternoon beverage treat and a refreshing alternative to hot coffee on warm summer mornings," said Nancy Smith, 7-Eleven merchandising VP for fresh foods and proprietary beverages. "And, on Wednesdays this summer, they just might taste a little sweeter.

Medium-size 7-Eleven Chillers Iced Coffee will be available for $1 every Wednesday from now through Aug. 28 at participating stores nationwide. The company is advertising the summertime promotion on social media and encouraging shoppers to post about it by using hashtag #Awesummer.

Smith added that customers responded positively to the $1 hot coffee Wednesdays last winter and the company’s middle-of-the-week offers resonate with them.

7-Eleven operates, franchises or licenses more than 10,100 7-Eleven stores in North America. Globally, 7-Eleven has some 50,700 stores in 16 countries. During 2012, 7-Eleven stores generated total worldwide sales close to $84.8 billion.