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http://www.7-eleven.com/newsroom/articles.asp?p=2302
7-Eleven Celebrates Birthday, Continues Introducing Convenience Retailing Around The World

Millions of Slurpee® beverages to be given away in U.S. on July 11

Dallas, TX, July 8, 2004 - As 7-Eleven, Inc. marks its 77th anniversary July 11, the company continues to introduce convenience to millions worldwide with the opening of stores in Beijing. The Chinese capital of 12 million people has thousands of stores, but 7-Eleven is its first western-brand, 24-hour convenience store, and consumers are showing their approval with more than 1,000 people, on average, shopping in the stores each day.
Like typical 7-Eleven® operations around the globe, the Beijing stores are tailoring product selection to the customers they serve. Instead of Big Bite® hot dogs, Go-Go Taquitos™ and the like, Chinese customers are clamoring for fresh foods like oden – a popular Japanese fish soup, rice balls and stir-fry meals prepared fresh in the store. Hot coffee, the number-one selling beverage in the United States and Canada, is nowhere to be found. Instead, Chinese consumers prefer warm soy milk. Walking into a Beijing 7-Eleven, Americans would recognize many of the products like Coca-Cola, Sprite, Pepsi, Corona and Budweiser, Campbell’s soup and Trix brand breakfast cereal. While many in the United States and Canada also would recognize the Lay’s potato chip line, they might be surprised at the flavor selection in Beijing, which include crab, fish and Peking duck.

Earlier this year, 7-Eleven finalized an area license agreement for Beijing and the surrounding area in the People’s Republic of China with a joint venture group. The joint venture currently comprises Seven-Eleven Japan, Co., Ltd., Beijing ShouLian (Capital Allied) Commercial Group Co., Ltd., and China National Sugar & Alcohol Group Corporation.

While Slurpee drinks aren’t yet available in Beijing, here in the United States, 7-Eleven will celebrate its 77th anniversary this Sunday, July 11, 2004, by offering free 7.11-ounce Slurpee beverages, one per customer, at participating stores nationwide.

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