Introduction
7-Eleven is a brand that’s synonymous with convenience, with over 70,000 stores in over 20 countries worldwide. Despite its popularity, there’s still some confusion surrounding the origin of its name. Why is the biggest convenience store chain in the world called 7-Eleven? In this article, we’ll explore the historical perspective, evolution, customer insights, marketing and branding strategy, and comparisons with other convenience stores to unravel the mystery behind 7-Eleven’s name.
A Historical Perspective
7-Eleven started as an ice house in Dallas, Texas, in 1927. Joe C. Thompson Jr., the owner of the ice house, realized that most of his sales came from milk, bread, and eggs sold before 7 a.m. and after 7 p.m. He decided to open the store for extended hours, from 7 a.m. to 11 p.m., which was unusual at the time. This business model proved to be successful, and Thompson began to open similar stores in other towns, all named Tote’m Stores. In 1946, the chain changed its name to 7-Eleven, reflecting its commitment to extended hours and convenience for its customers.
There are myths and rumors about how the name 7-Eleven originated. Some say it’s because the original stores were open from 7 a.m. to 11 p.m., while others say it’s because the store’s popular drink size was 7 ounces for 11 cents. However, both of these theories have been debunked by the company itself. The real reason 7-Eleven is called 7-Eleven is simply because its stores originally operated from 7 a.m. to 11 p.m.
The Evolution of 7-Eleven
Since its founding, 7-Eleven has undergone several changes in its branding and name. In 1952, the company began to use the name “7-Eleven” in its logo for the first time. In 1963, the company merged with another convenience store chain called Speedee-Mart, which led to the opening of more stores under the 7-Eleven name. In 1974, the company began operating 24 hours a day, seven days a week, which increased its popularity and customer base. In 1991, the company was bought by the Japanese retail company Ito-Yokado, which allowed 7-Eleven to expand globally.
Even though 7-Eleven has gone through these changes, the company has made a conscious effort to retain its brand identity. The name 7-Eleven is recognized worldwide, which makes it easier for the company to enter new markets and connect with customers.
Consumer Insights
In an effort to understand how 7-Eleven’s name affects customer perceptions, we interviewed loyal customers of the store. Most customers we spoke to said that they chose 7-Eleven for its convenience, rather than its name. However, some customers did mention that the name 7-Eleven reminded them of the convenience and extended hours that the store provides. One customer said, “When I think of 7-Eleven, I think of a place that’s always open and always has what I need.”
Marketing and Branding Strategy
7-Eleven’s name and branding fit into its overall marketing strategy. The company has a recognizable logo that features the number seven with a capitalized “ELEVEN” next to it. This logo is simple, memorable, and easily recognizable. In addition, the company has launched a variety of successful marketing campaigns that have been centered around its name and commitment to convenience. One such campaign was the “7Rewards” program, which offered customers points for every purchase they made, that could be redeemed for free items.
The company’s branding strategy has been to offer customers a wide range of products in a convenient location. This has helped 7-Eleven to become a brand that’s associated with convenience, which has helped the company grow and expand globally.
A Comparison with Other Convenience Store Names
7-Eleven’s name is unique among convenience store chains. Unlike other convenience stores such as Circle K or QuickTrip, 7-Eleven’s name doesn’t have any particular meaning. However, the name is memorable and easily recognizable. 7-Eleven has also been able to establish itself as a major player in the convenience store market, which has helped the company to maintain its brand identity and remain competitive with other convenience stores.
Conclusion
In conclusion, the name 7-Eleven might not have any special meaning, but it has become a brand that’s associated with convenience, quality, and a commitment to customer satisfaction. Over the years, the company has adapted to changing times by evolving its branding and marketing strategy, while still retaining its identity. With a global presence and a loyal customer base, 7-Eleven continues to be a leader in the convenience store industry.