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The Power of Free Slurpees is Real: 7-Eleven Saw 51 Percent Increase in Foot Traffic on 7/11

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Brain freeze is an excellent thing for convenience store chain;  36 percent increase in market share, outranking Shell and QuikTrip

BOSTON — Last week 7-Eleven celebrated 7-Eleven Day on July 11 (7/11) by giving away free Slurpees between 11 a.m. and 7 p.m. Of the 7,895 7-Eleven locations in the United States, more than 2,400 sell fuel. Today we reveal the impact the free frozen carbonated beverage had on foot traffic at 7-Eleven locations that also sell fuel.

Our data found that on Wed, July 11, 2018 the average visits per station increased 43 percent when compared to the previous 30-day period. When compared to the previous four Wednesdays, including Independence Day on July 4, there was a 51 percent increase in station visits.

Examining the impact the campaign had on market share, we narrowed down the focus to the Dallas-Fort Worth designated market area, where there is the highest concentration of 7-Eleven stations selling fuel in the U.S. Our data found there was a 36 percent increase in market share on July 11 compared to the past four Wednesdays. Typically ranked #3 in footfall traffic behind Shell and QuikTrip, 7-Eleven jumped to the #1 spot in the area on that day.

“This is a great example of how in-store promotions can separate a brand from the competition,” said Frank Beard, convenience store and retail trends analyst at GasBuddy. “More than 80 percent of convenience stores sell fuel, and the challenge has always been to convert pump traffic into in-store traffic. 7-Eleven used a well-known product (Slurpees) to drive significant foot traffic.”

In our Q1 footfall traffic report, 7-Eleven was ranked third in the 1000+ location category. The Q2 report will be issued next week. To learn more about our location and footfall insight capabilities, visit business.gasbuddy.com.

GasBuddy is a company that connects drivers with their Perfect Pit Stop. As the leading source for crowdsourced, real-time fuel prices at more than 150,000 gas station convenience stores in the U.S., Canada and Australia, millions of drivers use the GasBuddy app and website every day to find gas station convenience stores based on fuel prices, location and ratings/reviews. GasBuddy’s first-of-its-kind fuel savings program, Pay with GasBuddy, has saved Americans more than $4.5 million at the pumps since its launch in 2017.