7-Eleven is introducing its new Pillsbury Cinnamon Roll, the retailer’s first warm bakery offering and Pillsbury’s first own-brand fresh bakery item with a convenience retailer.
Available alongside hot foods as well as in the fresh bakery case at participating stores, 7-Eleven’s Pillsbury Cinnamon Rolls are $1.69.
To encourage customers to sample, a limited-time coupon for a free cinnamon roll will be available on 7-Eleven’s app beginning Sept. 10. Other limited-time offers featuring the sweet pastry will continue in the coming weeks, and customers are encouraged to check their smartphones often for additional mobile coupons. All 7-Eleven app coupons are good at participating stores, while supplies last.
7-Eleven’s fresh food innovations team worked for more than a year with Pillsbury to ensure consistent product quality. Prepared and baked fresh daily in local bakeries across the country, the cinnamon rolls are delivered overnight to stores before the morning coffee crowd arrives.
“Our goal in partnering with Pillsbury was to create an indulgent cinnamon roll that looked and tasted homemade,” says Kelly Buckley, 7-Eleven’s VP of fresh food innovation.
During the morning rush, participating 7-Eleven stores can serve the cinnamon rolls warm in mini bakery boxes created just for the Pillsbury cinnamon roll. The microwave-safe boxes also are available at the bakery case for customers who choose to select an unheated roll to eat later. Rolls take 10 seconds to heat in a microwave oven in the bakery boxes.
“We expect the Pillsbury cinnamon roll will be a hot seller in the mornings when people are stopping by to grab a cup of coffee on their way to work or school,” Buckley says. “However, experience tells us that lots of our customers come into our stores in the afternoons and even late at night looking for a sweet and satisfying treat.”
Wearing red-checked oven mitts, the Poppin’ Fresh Pillsbury Doughboy character will be seen popping up on in-store signage to promote 7-Eleven’s first Pillsbury-branded fresh bakery item.
“Partnering with 7-Eleven gives General Mills an opportunity to bring the fresh-baked goodness of a ready-to-eat Pillsbury-branded cinnamon roll to millions of people,” says Randy Johnson, General Mills Inc.’s market manager. “I believe the aroma in the stores and rich taste of these warm cinnamon rolls will make them a hit with 7-Eleven’s customers.”
Cinnamon isn’t the only spice at 7-Eleven ushering in cooler temperatures, according to 7-Eleven. It wouldn’t be fall without Pumpkin Spice, one of 7-Eleven’s customers’ favorite hot beverage flavors. Back for a limited time, customers can choose Pumpkin Spice-flavored lattes or brewed coffee. Even the creamer is in on the action, with International Delight Pumpkin Pie Spice flavor available while supplies last.
“Pumpkin Spice Latte is a sign that autumn has unofficially arrived,” says Nancy Smith, 7-Eleven VP of fresh foods merchandising. “Warm cinnamon rolls and hot pumpkin spice lattes and brewed coffees are seasonal comfort tastes at their best, whether heading out to work in the morning, a ballgame in the evening or as an afternoon treat.”
