7-Eleven Has Trademarked The Term ‘BRAINFREEZ’

On July 11th, one convenience chain celebrates with specials on National 7-Eleven Day! Conveniently scheduled on 7-11 of each year, the day often features one of their signature items, the Slurpee.

The day focuses on franchise customers. The chain offers discounts and often free Slurpees in their many flavors. Since July is known for its summer heat, the icy cold beverage is a popular choice for cooling off all summer long.

• 1927 – Convenience retailing was born in Oak Cliff, Texas, a suburb of Dallas. In 1927, Southland Ice Co. employee “Uncle Johnny” Green started selling milk, eggs and bread from the ice dock on evenings and weekends when grocery stores were closed. The small retail endeavor was an immediate success and expanded to all the company’s ice docks.
• 1927 – The company, which is considered the first convenience store started in 1927 under the name of Southland Ice Company with the logo Totem, because people could conveniently “tote ’em” home their items.
• 1947 – It wasn’t until 1947 when the company expanded its hours to from 7 AM to 11 PM that it changed its name.
• 1949 – 7-Eleven ran the first television advertisement for a convenience store in 1949.
• 1959 – The frozen, carbonated beverage was first invented in 1959 by a Kansas hamburger stand owner. Using an automobile air conditioner, he created sophisticated equipment that would freeze a carbonated soft drink and serve it in a sherbet-like form that could be sipped through a straw.
• 1965 – 7-Eleven stores began selling Slurpee drinks, then called Icees, in 1965.
• 1966 – Since 7-Eleven introduced the Slurpee in 1966, around 7.2 billion Slurpee drinks have been purchased—enough for everyone on Earth. Today, 7-Eleven customers consume about 14 million Slurpees a month on average; 19 countries serve them.
• 1970 – The Slurpee has its own album.  In 1970, 7-Eleven released a vinyl record with two songs written just for the Slurpee. The first side featured a song titled “Dance the Slurp.” The other side had a short comedy act discussing how “strange things” happen to people who “slurp” at 7-Eleven. The record was given away with a purchase. Nearly 30 years later, DJ Shadow and Cut Chemist sampled the song “Dance the Slurp” for their Brainfreeze mix album in 1999. The song includes the lyric: “slurp-slurrrppp” to imitate the signature sound.
• 1976 – The Big Gulp drink, 7-Eleven stores’ proprietary 32-ounce fountain cup, is the granddaddy of large-size drinks. First introduced in 1976, the original milk carton-shaped Big Gulp cup nearly doubled the company’s fountain business overnight. At the time, it was the biggest cup on the market.
• 1990 – Brain freeze was often used as a sports term for athletes who faltered on the field. It also applies to the side effects of medications, especially if they affect our mental capacity.
• 1991 – The term brain freeze existed before 7-Eleven commandeered it in 1991 to replace ice cream headache or the more technical cold stimulus headache.
• 2000 – Every four years from 2000 to 2016, 7-Eleven has hosted an informal “7-Election” poll where customers make their party preferences known by choosing different colored coffee cups either blue for Democratic or red for Republican.
• 2002 – 7-Eleven first celebrated 7-Eleven Day in 2002. They encouraged customers to visit their local 7-Eleven to enjoy a free beverage as a thank you to the 7-Eleven customers.
• 2003 – 7-Eleven created an edible straw.
• 2007 – Kennewick, Washington, is an area deemed the Slurpee King of the world! This is a crown that was given in the 2007-2008 period because more Slurpees were dispensed at Kennewick than anywhere else in the world! You may be wondering why this was the case. Well, a wall full of Slurpee machines was installed so that the nearby high school football team could get their fix! The owner of the store, Don Mariotto, said he had to double his supply of barrels to keep up with the demand. After a hot summer’s day and plenty of practice on the field, a Slurpee was the perfect treat!
• 2015 – Some of the Slurpee cups were created from waveforms of mating whales. Yes, you did read that correctly! In 2015, in Australia, 7-Eleven recorded a number of radio spots for a promotional stunt. These featured screaming soccer fans and whales mating. The visual representations of these noises, which are known as waveforms, were used to create a number of special 3D-printed cups that customers could get in-store. There was also the option of printing them at home. However, we’re not sure that many people would have had a 3D printer to do so!
• 2016 – 7-Eleven sells more fresh-brewed coffee than anything else — more than 1 million cups each day. Since 2016, 7-Eleven has introduced Rainforest Alliance Certified coffees from El Salvador, Nicaragua, Mexico, Peru, Sumatra, and Colombia, as well as an African blend from Ethiopia and Rwanda, all responsibly grown.
• 2018 – they introduced their own canned wine, called Roamer, that is perfect to pick up for park picnics or beach days. These are just a few of the chain’s 1,500 private-label items, which easily blend in.
• 2020 – In recent years, the company has also offered a third nonpartisan purple “Speak Up” cup that urges customers to discuss issues that are important to them. The company skipped the poll in 2020, citing an “unprecedented and financially challenging year for customers,” but is not ruling out bringing it back in 2024.
• 2021 – The convenience store’s iconic drink, the Slurpee, adventured out of this world in 2021 too. Using a balloon launcher, 7-Eleven catapulted the Coca-Cola Slurpee into the stratosphere from a store in Michigan in honor of the chain’s 94th birthday.
• Advertising executive, Bob Stanford, gave the sweet, icy drink the name for the sound it makes as it is sucked through a straw.
• However, immediately after 7-Eleven supposedly redefined the phrase, sports columnists quickly reused the phrase to their benefit. Athletes still had a brain freeze when they made an error, but the columnists cleverly explained the player must have had a Slurpee before taking the field.
• Brain Freeze Tips: Of course, brain freeze is inevitable if you drink a frozen beverage too fast. In preparation for the day, we offer a few tips.
  • Put down the drink.
  • Sip from a warmer liquid.
  • If a warmer liquid isn’t available, press your tongue against the roof of your mouth.
  • Cover your mouth and nose with your hand.
  • Breathe through your nose. This allows warmer air to circulate through your sinus passages.
  • Return to drinking your Slurpee at a slower pace.
• The most popular flavors are, Coca-Cola and Wild Cherry! There are 34 other flavors sold in America depending on the store location, including dragon fruit, watermelon, and sour green apple.
• Around the globe, flavors tend to get a bit more adventurous. In Canada, for example, you’ll find bubblegum and cappuccino; Australian options include ginger beer, honeydew melon, watermelon-lime, and fruit salad.
• According to market research, 41 percent of Slurpee drinkers never mix their flavors. But 37 percent say they always do, while the remaining 21 percent will mix every once in a while. But what exactly are they mixing? One of the most popular combos is Coke and a fruit flavor on top, like Wild Cherry or Piña Colada.
• Slurpee inspired the frozen margarita. Dallas restaurant owner and inventor of the frozen margarita machine, Mariano Martinez, cited the Slurpee as his original inspiration. Taco Tuesday has never been the same.
• 7-Eleven created a spoon straw specifically for Slurpees to ensure that every last drop was consumed.
• There Are Nearly Twice as Many 7-Elevens in the World as McDonald’s
• The Slurpee Capital of the World is Winnipeg, Canada. The Canadian province’s capital city of Winnipeg has been the company’s No. 1 market in the world for Slurpee sales for over 20 years, with the greater Detroit area coming in for a strong second place.
• The first television advertisement ran by 7-Eleven featured their curbside grocery delivery service and an animated rooster and owl that reminded customers of the stores’ opening hours.
• The 24-hour shop carries its own private-label wines, ranging from Chardonnay to Pinot Grigio, that are all sold at reasonable prices.
•  According to the IRS website, you can pay your taxes, in cash, at a nearby 7-Eleven store for a small fee. However, there is one caveat—you can only pay up to $1,000 daily.
• 34 – the minimum number of Slurpee flavors available across America.
• 7 billion – the number of Slurpees sold since the drink’s creation.
• 14 million – the number of Slurpees consumed by 7-Eleven visitors in a month.
• 470,000 – the number of Slurpees sold every day.
• 20 – the number of years Winnipeg, the capital of Manitoba, has been crowned the Slurpee Capital of the World.
• 188,883 – the number of Slurpees sold every month in Winnipeg, Manitoba.
• 2 minutes – the duration of the song ‘Dance the Slurp.’

Sources:

National Day Calendar

Days of the Year

Readers Digest

Delish

Cheapism

Goody Feed

Eat This, Not That

National Today