7-Eleven Drives Coffee Sales By Tracking Trends

7-Eleven Drives Coffee Sales By Tracking Trends, Adding Regionalization And Personalization

While 16-year 7-Eleven® veteran Donald Driver believes much of the company's rising coffee sales can be attributed to falling temperatures, he thinks other elements are at play. The hot beverage category manager closely watches coffee consumption and developments from coast to coast, both at 7-Eleven stores and other retailers to anticipate changing trends and tastes.

"Personalization is hot," Driver said in a prepared statement. "Just look at wireless phones and iPods. People choose colors, cases and ring tones to reflect their personalities and preferences. Consumers want to personalize their beverages, too. At 7-Eleven, they can do that conveniently in a self-service environment without having to wait in line to place an order, have it made and then served -- all of which can take an eternity when you're in a hurry or have a lot to do."

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