7-Eleven Announces Doritos Loaded Sampling Tour

Social media blitz precedes national rollout

Published in CSP Daily News

7-Eleven Doritos Loaded (CSP Daily News / Convenience Stores / Snacks)

DALLAS -- 7-Eleven Inc. on June 17 is beginning a sampling tour of its exclusive Doritos Loaded, a fried cheese snack with a Nacho Cheese Doritos breading, ahead of a national rollout in July.

The company on Friday launched a social media campaign touting the new product and tour.

On its Facebook page, the convenience store chain said: "Hey, Dallas! Be one of the first to experience #DoritosLoaded for free before it launches in stores, as long as you don’t faint from excitement. The Loaded Lounge will be setting up shop at 1010 Ross Ave. in Dallas from 10am to 2pm and 3716 Maple Ave. in Dallas from 5pm to 9pm, where you’ll get to be the first to taste the cruncheesy #DoritosLoaded.

"Then, tag the pics you share with #DoritosLoaded to tell everyone exactly how meltmazing this flavor thrill ride is. Go to our microsite, http://doritos.7-Eleven.com, to learn more if you can handle it. Roll out the red carpet, or just form an orderly line to try a nacho cheese snack for the bold."

The microsite also promotes the new Mountain Dew Solar Flair Big Gulp--"Mountain Dew with a blast of tropical punch."

Doritos Loaded sells for $1.99 for a box of four, according to the retailer's main website.

7-Eleven tested the product in Washington, D.C., in February.

The research and development team for Purchase, N.Y.-based PepsiCo Inc., parent of Plano, Texas-based Frito-Lay, developed the snack, according to The Dallas Morning News.

The move mirrors a similar social media-heavy rollout by Taco Bell Corp., a subsidiary of Yum! Brands Inc., Louisville, Ky., of Doritos Locos Tacos in 2012. The tacos feature a shell made out of Nacho Cheese Doritos snack chips. The Mexican quick-service restaurant (QSR) later introduced Cool Ranch, Fiery Doritos Locos Tacos and other versions.

Based in Dallas, 7-Eleven operates, franchises or licenses more than 10,300 7-Eleven convenience stores in North America. Globally, there are approximately 53,100 7-Eleven stores in 16 countries. During 2013, 7-Eleven stores generated total worldwide sales close to $84.5 billion.

Part of CSP's 2014 Convenience Top 101 retailers