7-Eleven Introduces Its First Warm Cinnamon Roll
Published in CSP Daily News
Partners with Pillsbury on fresh bakery item; also available in bakery case
DALLAS -- 7-Eleven Inc. has introduced a new Pillsbury Cinnamon Roll, the retailer's first warm bakery offering and the first Pillsbury-branded fresh bakery item with a convenience retailer.
Available with hot foods as well as in the fresh bakery case at participating stores, 7-Eleven's sweetly spiced version invokes the nostalgic, baked-at-home flavor of America's favorite Pillsbury sweet roll. The suggested retail price is $1.69.
To encourage customers to sample, the retailer will make a limited-time coupon for a free cinnamon roll available on its app beginning Sept. 10. Other limited-time offers featuring the pastry will continue in the coming weeks, and 7-Eleven is encouraging customers to check their smartphones for additional mobile coupons. Mobile coupons--for a free cinnamon roll, 75-cent discount or a free roll with the purchase of a medium coffee--will be available on 7-Eleven's smartphone app now through the end of October.
All 7-Eleven app coupons are good at participating stores, while supplies last.
7-Eleven's fresh food innovations team worked for more than a year on the development with Pillsbury to ensure consistent product quality. Prepared and baked fresh daily in local bakeries across the country, the cinnamon rolls are delivered overnight to stores before the morning coffee crowd arrives.
"Our goal in partnering with Pillsbury was to create an indulgent cinnamon roll that looked and tasted homemade," said Kelly Buckley, 7-Eleven's vice president of fresh food innovation. "For more than 100 years, Pillsbury has been the name in home-baking. Now, 7-Eleven can offer the homemade taste in a convenient, grab-and-go setting."
During the morning rush, participating 7-Eleven stores can serve the cinnamon rolls warm in mini bakery boxes. Created just for the Pillsbury cinnamon roll, the microwave-safe boxes also are available at the bakery case for customers who choose to select an unheated roll to eat later. Rolls take just 10 seconds to heat in a microwave oven in the bakery boxes.
"We expect the Pillsbury cinnamon roll will be a hot seller in the mornings when people are stopping by to grab a cup of coffee on their way to work or school," Buckley said. "However, experience tells us that lots of our customers come into our stores in the afternoons and even late at night looking for a sweet and satisfying treat."
Wearing red-checked oven mitts, the Poppin' Fresh Pillsbury Doughboy character will be featured on in-store signage to promote 7-Eleven's first Pillsbury-branded fresh bakery item.
"Partnering with 7-Eleven gives General Mills an opportunity to bring the fresh-baked goodness of a ready-to-eat Pillsbury-branded cinnamon roll to millions of people," said Randy Johnson, General Mills Inc. market manager. "I believe the aroma in the stores and rich taste of these warm cinnamon rolls will make them a hit with 7-Eleven's customers."
Also, 7-Eleven has brought back Pumpkin Spice, one of customers' favorite hot beverage flavors, for a limited time. Customers can choose Pumpkin Spice-flavored lattes or brewed coffee. And International Delight Pumpkin Pie Spice flavor will also available while supplies last.
"Pumpkin Spice Latte is a sign that autumn has unofficially arrived," said Nancy Smith, 7-Eleven vice president of fresh foods merchandising. "Warm cinnamon rolls and hot pumpkin spice lattes and brewed coffees are seasonal comfort tastes at their best, whether heading out to work in the morning, a ballgame in the evening or as an afternoon treat."
7-Eleven, Dallas, operates, franchises or licenses approximately 10,200 7-Eleven stores in North America. Globally, 7-Eleven has more than 51,100 stores in 16 countries. During 2012, 7-Eleven stores generated total worldwide sales close to $84.8 billion.