More than 50 years after 7-Eleven pioneered on-the-go-coffee in the U.S., the Dallas, Texas-based retailer has launched 7-Eleven-branded coffee for single-serve brewing systems.
Sold exclusively at participating 7-Eleven stores, the single-serve brew cups are available in two package sizes—an eight-pack for $3.99 and a two-pack for 99 cents. The larger packs are available in three of 7-Eleven’s most popular blends—Exclusive Blend, 100% Colombian and seasonal Pumpkin Spice—while the two-pack varieties are Exclusive Blend and Pumpkin Spice. The 50-cents-per-cup cost is below the average single-serve brew cup price of 65 cents; some are as much as $1 each.
7-Eleven’s single-serve coffee are made from the same 100 percent Arabica beans as the coffee available in its stores.
“Brew cups are the ultimate in convenience for home-brewed coffee, and convenience is the core of 7-Eleven,” said Dennis Phelps, VP-Fresh Foods & Proprietary Beverages. “Convenience wasn’t the only goal when we developed our new brew cups. We wanted to make sure we offered the same delicious coffee available in our stores at a great value.”
According to a 2015 survey by the National Coffee Association, one in five adults who drank a cup of coffee at home the previous day made it in a single-serve brewer. Just five years ago, that number was one in 14. Single-serve is driving coffee growth, and anticipated to surpass retail roasted coffee in 2017. Retail sales of brew cups grew from $132 million in 2008 to more than $3.1 billion just five years later, and single-serve remains the fastest-growing segment of the coffee category.
“7-Eleven is the fourth largest coffee retailer in the U.S.,” Phelps added. “And the only one to offer a trial size two-pack of our single-serve brew cups. We want people to try this new at-home version of the fresh-brewed coffee served at our stores.”
For the coffee served in its stores, 7-Eleven is introducing a new “Stay Hot” cup that keeps coffee hot longer but without requiring a sleeve. And while the new cup looks, feels and performs like foam, it is actually plastic and recyclable. Made from polypropylene, the Stay Hot cups launched nationally with a new bright white design and well-known skylines of cities across America.
For a limited time, the extra-large Stay Hot cup will be sold at a “value” price—between the cost of a medium and large cup.