• Convenience Store News, Thursday, February 7, 2008 11 AM

7-Eleven, which already sells a million cups of coffee a day, is joining the Java Wars in a big way this month with a new multimillion-dollar ad campaign themed "freshness guaranteed." With tags that include "Our coffee's fresher than your average Joe" and "Guaranteed fresh or we'll brew it new," the convenience store chain is seeking to convince coffee drinkers it has a commitment to quality.

The new effort includes radio, outdoor and transit executions, along with signs at more than 5,500 U.S. 7-Eleven stores telling customers they can ask for a fresh pot on the spot. Local promotions will also be in the mix. "We want to communicate quality along with convenience," says Kerry Burson, 7-Eleven's senior director of beverages. "Not everyone may know that each time we brew a pot of our top-selling coffees, we first grind beans just for those pots. Not all major coffee retailers can claim that."

Coffee is the company's top selling proprietary beverage, and more than half of customers purchase a drink when they come in. Burson says, "ounce for ounce, 7-Eleven offers one of the best coffee deals around."

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