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80 Years of Convenience

Posted on: Monday, 9 July 2007, 12:21 CDT

A loaf of bread cost 9 cents, a gallon of milk 56 cents, a dozen eggs was 46 cents, and ice was sold in blocks rather than bags. That's when convenience retailing got its start in 1927 with a little ice dock providing customers with what they wanted and expanding hours to fit their lifestyle. That small business evolved into what is now 7-Eleven, Inc., the world's largest convenience retailer with more than 32,400 stores. 7-Eleven celebrates its 80th birthday on -- when else? -- July 11, 7/11/07, also known as 7-Eleven® Day.

As has been the tradition for many years, the company will celebrate July 11 with free 7.11-ounce Slurpee® drinks for customers visiting its U.S. stores. Special birthday cups will be available while supplies last.

"7-Eleven has been providing convenience-oriented and time-pressed customers with products and services they need while keeping up with their ever-changing preferences," said Joe DePinto, 7-Eleven president and CEO. "The changes the company has made over the decades have been amazing, yet our stores continue to play a relevant role in the lives of busy people. It's at this time of year when we take a look back at all we've accomplished and anticipate the many great things ahead for our company, our customers, franchisees and employees. And we want to thank the 6 million customers who come through our doors each day in the USA by giving them a birthday gift synonymous with 7-Eleven -- a refreshing and free Slurpee beverage on July 11."

7-Eleven has changed the face of convenience in America, testing new ideas that are now the standard not only of convenience stores, but fast-food restaurants, fuel stations and other retail outlets. Here are a few decade-by-decade highlights of the history of 7-Eleven firsts and the convenience store experience:

1920s

Before refrigeration, foods were kept cool in ice boxes, insulated cabinets with a large compartment for a block of ice. The Southland Ice Company in Dallas, Texas, faced an unwelcome assault on its business with the invention of the mechanical refrigerator in 1926.

In the summer of 1927, an entrepreneurial ice dock manager, named Uncle Johnny Green, added milk, bread and eggs for the convenience of ice customers and stayed open on Sundays when no one else did. Green turned a profit that summer, and the convenience industry was born.

Those new-fangled automobiles were becoming more common and needed fuel, a fact not lost on the little Dallas ice company. Its stores were not built on the street like many other shops, but 60 feet back so motorists could conveniently pull in and out. Southland ice docks began selling gasoline in 1928, again appealing to what the customer needed.

1930s

The USA was becoming a more mobile society with a lifestyle built around the automobile. One didn't walk to the store anymore; you went in the car. The Southland stores were open-front, drive-ins, operating 7 a.m. to 7 p.m., seven days a week.

People would come from miles to shop at the ice plant/retail shop combo. The stores then offered curb service, staples, canned goods, salt, cookies, candy and, in season, ice-cold watermelon.

By 1936, most states again permitted the manufacture and sale of liquor and beer. Customers welcomed the cold beer sold at the little ice docks/grocery shops, then called "Tote'm Stores."

1940s

In 1946, the hours of operation stretched to meet consumer demand for more convenient shopping. The "Tote'm Stores" and other ice shops operating under the Southland banner agreed to stay open from 7 a.m. to 11 p.m. seven days a week. The name was changed to 7-Eleven to reflect the hours of operation. Thus, the brand-name was born.

7-Eleven was the first convenience store ever to air a television commercial. The animated commercial featuring a singing owl and rooster ran in 1949 and stressed its early-to-late hours of operation.

1950s

In the 1950s, 7-Eleven plugged into the sudden popularity of another new invention -- the television. The stores installed do-it-yourself TV tube testers along with a line of tubes. They were an immediate success and earned 7-Eleven the reputation of the little store that had it all. Added to the product mix that decade were key-making machines and money orders.

In 1952, 7-Eleven sold more watermelons than any other retail food organization in Texas. It probably had something to do with the melons chilled in tubs of ice cold water.

1960s

Along with its expansion to match the growth of American suburbia, 7-Eleven stores began operating 24 hours in 1963 to respond to increasing demand for access to convenience items.

In 1964, 7-Eleven was the first retailer to introduce coffee-to-go in Long Island for commuters and others in a hurry. This paved the way for what was later to be called "dashboard dining."

Slurpee! The spectacular frozen carbonated beverage ushered in a new generation of 7-Eleven fans -- kids! Now, not only were parents stopping by the little store on their way home, they were bringing their kids back to get the frozen treat. The semi-frozen beverage was discovered when two inventors froze carbonated soda in a drinkable, sherbet-like form. This product development led to the frozen sensation in 1965 called "Icee," later re-launched as Slurpee® by 7-Eleven's ad agency.

1970s

Self-service gasoline was introduced on the parking lots of some locations.

The installation of counter-top microwave ovens in the stores heralded new merchandising opportunities and allowed for the preparation of chicken, french fries, pastries and sandwiches.

7-Eleven introduced its fountain soft drink beverages in 1979 -- the start of the Big Gulp line -- in Las Vegas.

1980s

Who doesn't want convenient access to cash? 7-Eleven introduced ATMs to its stores in the early 1980s, quite an innovation at the time. The company now has the largest ATM network in the country

The Super Big Gulp -- a response to the USA's increased thirst for fountain soft drinks -- appeared in 1984.

7-Eleven made a commitment to quality hot dogs in 1985 and moved from speared wieners that took too long to cook to the now present roller grill.

In July 1988, 7-Eleven signed an agreement with Oscar Mayer to develop an exclusive blend of spices and flavors for the Big Bite, the 7-Eleven branded hot dog.

1990s

In most of its stores 7-Eleven began providing fresh and daily-coded sandwiches, fruit, bakery and breakfast items that could be purchased to eat on the run or later at work or home.

7-Eleven led the industry with its national rollout of pre-paid services in the '90s offering pre-paid phone cards, pagers, telephones and cell phones.

2000+

More than ever, 7-Eleven focuses on new products and innovations to meet consumer demand for quality, assortment, value, speed and service. Each week the company introduces 25 to 50 new items -- many hailed as first, best or only at 7-Eleven.

Health and wellness prove big draws as baby boomers age and younger generations look for energy and protein boosts. A wide range of wellness products -- nutraceuticals, vitamins and energy supplements in liquid form; wellness additives in film-strips, food and beverages -- have a significant presence in today's 7-Eleven stores.

Sports and movies! When they're not shopping at 7-Eleven, that's what customers like to do most. 7-Eleven signs sponsorship agreements with professional football, basketball and baseball teams across the country that include in-store promotions, coupon give-aways at games, free ticket contests and more. 7-Eleven goes to the movies with major film properties like X-Men, Spiderman 3, the Fantastic Four: Rise of the Silver Surfer and The Simpsons Movie.

After 80 years, you can find among the staples, fresh sandwiches, new-age beverages and the product that started it all -- ICE -- but now in a convenient-to-carry package for home entertainment.

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience retailing industry. Based in Dallas, Texas, 7-Eleven operates, franchises or licenses more than 7,200 7-Eleven® stores in North America. Globally, 7-Eleven operates, franchises or licenses some 32,400 stores in 17 countries and U.S. territories. During 2006, 7-Eleven stores worldwide generated total sales of more than $44 billion. Find out more online at www.7-Eleven.com.

Source: Business Wire

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