Real Life KWIK-E-MART!

[BradC]

Fox has begun heavily promoting the new Simpsons Movie by transforming some 7-11 stores into full-blown Kwik-E-Marts. This is the Burbank, CA store. I didn't take the pics.

More pics of Burbank http://flickr.com/photos/rdr07/sets/72157600590001691/

Since this one is just a few blocks from my home, I stopped by yesterday evening and picked up a 6-pack of Buzz cola, a Squishee and some Krusty-O's cereal. It was pretty neat. The Buzz and Krusty-O's are also available at many regular 7-11's so you might check your local one to see.

Here's a list of all the locations that have been converted.

http://www.7-eleven.com/kem.asp

[shardian]

Actually, 7/11 shouldered the entire cost of the conversion, which was estimates to be several million dollars. I wish there was one around here, I would love to see that!

[AtomSmasher]

I remember them talking about doing that months ago, but its awesome to see they actually did it.  Burbank is over an hour round trip drive for me, so I probably won't make it out to see it, but I'll definately be picking up some Buzz cola and Krusty-O's from a local 7-11.

[ChadTower]

While cool, I wonder what the point is, with an investment of that magnitude?  I would think it only makes sense if they plan on leaving them that way permanently, and even then, they have weakened their own brand in the process.

[shardian]

While cool, I wonder what the point is, with an investment of that magnitude?  I would think it only makes sense if they plan on leaving them that way permanently, and even then, they have weakened their own brand in the process.

Their in-store business will go up quite a bit because of this. As you may know, convenience stores make next to $0 on gas. All of their profits come from in-store sales. This promotion is getting them serious FREE advertisement on local and national news broadcasts.

[ChadTower]

7-11s don't usually have gas stations that I've ever seen.  Maybe in that part of the country but that store in the picture doesn't have one.  It barely has 5-6 parking spots and is further hurt by the McDonald's right next to it.

I can't see their in-store business getting a lot more than a short term bump.  That's not enough of an investment to remove a hard established brand from a retail location.

[shardian]

7-11s don't usually have gas stations that I've ever seen.  Maybe in that part of the country but that store in the picture doesn't have one.  It barely has 5-6 parking spots and is further hurt by the McDonald's right next to it.

I can't see their in-store business getting a lot more than a short term bump.  That's not enough of an investment to remove a hard established brand from a retail location.

I didn't even notice the lack of gas pumps in the picture. Around here, 99% of convenience stores have gas pumps. All of the 7/11's in this area are gas stations.

[ChadTower]

Yep.  Plus they seem to have a speed trap in the parking lot.  Not good for business.   

[BradC]

True, this one does not have a gas station and it has a small lot. However it is on a VERY busy interesection (there are 3 streets that converge). With as busy as it was last night at 5pm, I can imagine that they made a TON of money yesterday alone. I don't think there was a point during the whole day where they were not ringing up people at the register.

Burbank is over an hour round trip drive for me, so I probably won't make it out to see it

My daily commute is one hour EACH WAY. If you're not a big Simpsons fan then it probably isn't worth it because after all it is just a 7-11 with some fancy duds on the outside. I know some Simpsons fans who are going to drive a lot further than that just to go check it out. The guy at the door said they had people come in from Big Bear and further (a couple hour's drive).

[koolmoecraig]

It's a tie-in to the movie coming out.

Pretty cool.

[ChadTower]

Retail establishments actually depend on that type of sales.  Sure, more is better, but if they're not pretty much conveyor belting people to and from the register it's going to lose money.  That's probably not enough of an increase to justify spending millions simply to rebrand (and away from one of the strongest brands in that retail sector).

I've worked in a couple of places like that, with that wierd in the corner location.  If the lot is a pain in the ass to get in and out of it actually hurts more than it helps because people would rather drive a half mile up the street than get killed in the awkward exit.

[AtomSmasher]

I stopped by a local 7-11 and they had Buzz cola, but they were already sold out of Krusty-O's, so I decided to try another 7-11 down the street.  They not only had the Krusty-O's, but they had a bunch of other Simpsons stuff like shirts, hates, and comic books.  I picked up a few 6 packs of Buzz cola, a box of Krusty-O's, and the origin comic of Radioactive Man.  I've grown up with the Simpsons and have always been a huge fan, so I'm loving this promotion.

[danny_galaga]

...They not only had the Krusty-O's, but they had a bunch of other Simpsons stuff like shirts, hates, and comic books...

i think chad has picked up enough hates already (",)

seriously though, this cost a multi-billion dollar company only a few million to do. everyone is talking about it. advertising works. this is advertising. 7-11 are also saying by doing this 'we can laugh at ourselves, we know kwiki-mart is a charicature of our business'. at least subconsciously people like others who can laugh at themselves.

without looking into it, i always imagined their name came from the fact they were probably for-runners of extra-hours business - 7am-11pm. so ive often wondered why they arent now called 24/7 

[DrewKaree]

While cool, I wonder what the point is, with an investment of that magnitude? 

"several million dollars" would have to be 22 million in order for it to be 2 million per conversion based on the list of converted units already.  The conversions were chosen based on sales (they converted high-dollar units to maximize the investment).  To do a remodel of a store for 2 million per (and that's a HIGH estimate), it's something they've looked at as a corporation and made the decision based on more than just a bit of speculation that it'll reap them benefits well in excess of 2 million per unit. 

You're not so pessimistic that you don't realize corporate chains the size of 7-11 don't drop money like this on simply hoping they'll increase sales.  As for "conveyor belt" business, if they truly depended on sales of that magnitude, there wouldn't BE convenience stores, since they don't generate that amount of traffic.  Their business model is based around higher prices and simple convenience.  Again, if it didn't work, and work WELL, we wouldn't have them, and people wouldn't be considering even changing the beat up facade of such dumps unless someone else was fronting the cash.

The idea that they might have ponied up the cash THEMSELVES tells me not only will it turn out to be a lucrative move, but they realized it too, and didn't want to have to fork over ANYTHING to someone else who might have bankrolled the changes.

Look at the people here.  It's ALL OVER THE PLACE.  How much did that advertising run them?  There are people who will make some small pilgrimage to see such a place, and others who are going to buy some crap product like "Krusty-O's" simply because they're fans of the show.

This is FAR from a stupid move on all counts for 7-11.  Your natural pessimism is clouding your big-picture vision.

[DrewKaree]

Look at the people here.  It's ALL OVER THE PLACE.  How much did that advertising run them?  There are people who will make some small pilgrimage to see such a place, and others who are going to buy some crap product like "Krusty-O's" simply because they're fans of the show.

I hadn't read this thread through.  Looks like I was right before I even knew I was right.

I stopped by a local 7-11 and they had Buzz cola, but they were already sold out of Krusty-O's, so I decided to try another 7-11 down the street.  They not only had the Krusty-O's, but they had a bunch of other Simpsons stuff like shirts, hates, and comic books.  I picked up a few 6 packs of Buzz cola, a box of Krusty-O's, and the origin comic of Radioactive Man.  I've grown up with the Simpsons and have always been a huge fan, so I'm loving this promotion.

Dude's a fan, stopped in, and dropped about $20 simply because they tied it in with the movie (and the stores help further solidify "the brand").  Now multiply him by tens of thousands of others. 

Simple math shows they'll recoup their several millions in changeover "investments", as well as the free advertising and word-of-mouth sales.

What other convenience store chain can draw on such popularity? 

Hands down, this move was a no-brainer.

[MikeQ]

I just found out we have a Kwik-E-Mart in Orlando.  I'm heading down to get some Duff beer.

[boykster]

I'm heading down to get some Duff beer.

Too bad that's the one key item they don't sell.....

[MikeQ]

I'll have to get some krusty-0's then.

[AtomSmasher]

Holy crap, these are already selling for crazy prices on ebay.

$40+ for about $10 worth of stuff:  link

Maybe I should head back and pick up a few more boxes, the clerk at the other store said they still had a case in the back.

[jbox]

Bah! Who needs the Quikimart?!? 

I doooo....

[ChadTower]

This folks, is why Chad lives behind the donut shop instead of owning the donut shop. 

Niiiice!   

They ended up not putting one in... the building is there but they put in one of those "make your own gourmet meal" places      The other two units are still empty.

I still think the conversions are idiocy that will barely break even if that.  There aren't tens of thousands of people who will spend $30 each and drive a half hour to buy Wheaties with a Simpsons box.

[Jouster]

Are they selling cool, refreshing Laramies too?

Jouster

[Joystick Jerk]

I live near the single canadian location that they converted. Here are some pics I took earlier:

(click pics for big versions)


Making my way to the 7-11. the new Kwik-E-Mart sign beckons!




The new storefront sign with Bart and Thrillho chilling with some Squishees.




A closer shot. Interesting story, several of the brown cartoon panels fell off the building at one point, smacking some little girl in the face. I smell lawsuits!




Marge on her way to pick up some Colonel Kwik-E-Mart's Kentucky Bourbon and Flintstone's Chewable Morphine.




Moving inside, we see our first customer Homer, apparently dining on a Big Bite Hotdog.




Next is Chief Wiggum snacking the ubiquitous pink jelly donut with sprinkles.




Apu is behind the counter with subordinate employee. Art really imitates life here.




Now to sample the wares! Buzz Cola was everywhere, but alas the Frosted Krusty Oh's were sold out.




These next two shots show how god-damn busy it was in there today.






And just before we leave, we see the freezer geezer hidden im the corner. Frostillicus lives!

[AtomSmasher]

I just tried my first Buzz cola and its pretty much exactly what you expect.  It tastes a whole lot like coke, but coke is no where on the label, so I'm assuming its just a generic ripoff of coke.  It still tastes good though   I am planning on saving one 6-pack just because, but I'll also give my dad a few cans to keep next to his Billy beer.

I'll have a bowl of krusty-o's tommorrow morning and let you know what they are like.  I was planning on just saving the box itself since the cereal will eventually go stale, but since they seem to be quite rare, I'll go ahead and try to get another full box tommorrow to save.

[boykster]

I'll be hitting the seattle location next week...I was going to go today, but forgot 

[chopps]

I'll be hitting the seattle location next week...I was going to go today, but forgot 

I checked out the Seattle location last Sunday by complete accident.  I was in town from Vancouver for the Mariners vs Jays game and stumbled upon it.  Didnt know what to think at first as I hadnt heard of this promotion.  Pretty cool tho, spent probably half hour in there just checking out the Simpsons stuff.

[boykster]

I'll be hitting the seattle location next week...I was going to go today, but forgot 

I checked out the Seattle location last Sunday by complete accident.  I was in town from Vancouver for the Mariners vs Jays game and stumbled upon it.  Didnt know what to think at first as I hadnt heard of this promotion.  Pretty cool tho, spent probably half hour in there just checking out the Simpsons stuff.

Cool!  Its the one right by the space needle, isn't it?  Oh, and I LOVE Vancouver BC, what a great city!  It's one of my wife and my favorite long weekend destinations.....

[chopps]

I'll be hitting the seattle location next week...I was going to go today, but forgot 

Cool!  Its the one right by the space needle, isn't it?  Oh, and I LOVE Vancouver BC, what a great city!  It's one of my wife and my favorite long weekend destinations.....

Yep.  Right by the space needle.  Couldnt tell you the actual street, but im sure you know where it is 

[NightGod]

I still think the conversions are idiocy that will barely break even if that.  There aren't tens of thousands of people who will spend $30 each and drive a half hour to buy Wheaties with a Simpsons box.

You really don't think so? Considering that these stores are all going into major population centers AND factor in the free advertising they're getting from word of mouth and news reports, I'd say they're going to come out WAY ahead on this one.

[danny_galaga]

This folks, is why Chad lives behind the donut shop instead of owning the donut shop. 

Niiiice!   

They ended up not putting one in... the building is there but they put in one of those "make your own gourmet meal" places      The other two units are still empty.

I still think the conversions are idiocy that will barely break even if that.  There aren't tens of thousands of people who will spend $30 each and drive a half hour to buy Wheaties with a Simpsons box.

damn, theres no 'shaking-head' smiley...

[ChadTower]

You really don't think so? Considering that these stores are all going into major population centers AND factor in the free advertising they're getting from word of mouth and news reports, I'd say they're going to come out WAY ahead on this one.

Not in the long run, no... it's not new stores, it's just a temporary bump in revenue for existing stores.  I could even see a long term drop once people aren't gawking at the novelty anymore and the locations have gone from incredibly strong retail brand to generic looking third rate convenience store sign.  Branding is very, very, very important when someone is driving past at 45mph.

[NinjaEpisode]

You're missing the point.  It's a marketing campaign.  Designed to last a month.  That's it, one month.  (read the article again: http://news.yahoo.com/s/ap/20070701/ap_on_bi_ge/7_eleven_kwik_e_mart ) Not long-term, so there are no long-term bad effects on these locations.   I'd almost be willing to bet that the movie itself subsidized the campaign.   It's an awesome advertising idea for the movie. 

Product placement (fake products in this case) gets taken to an entirely new level.  You create a demand for product that is limited and you generate traffic.  Aside from the e-bay warlords and the simpsons collectors, joe-schmoe will walk in and buy other items just as well.

No company is going to take on a campaign that leaves you in the red.  That's stupid marketing.

[delta88]

I got a squssie last night..  caught me off gaurd.. good stuff

[AtomSmasher]

Just had my first bowl and Frosted Krusty-O's = Fruit Loops. 

"The best you can expect from a TV clown."

[ChadTower]

You're missing the point.  It's a marketing campaign.  Designed to last a month.  That's it, one month.  (read the article again: http://news.yahoo.com/s/ap/20070701/ap_on_bi_ge/7_eleven_kwik_e_mart ) Not long-term, so there are no long-term bad effects on these locations.   I'd almost be willing to bet that the movie itself subsidized the campaign.   It's an awesome advertising idea for the movie. 

You'd be shocked, apparently, to read that many marketing campaigns end in the red.  That's the unpredictability of public response.  The initial reports all said that the stores bore all of the financial cost.  If they spent millions to rebrand a few stores for a month, they're idiots.  I work in this retail sector.  The 7-11 brand is STRONG in the convenience store market.  I just can't see them making up millions in extra revenue from a handful of stores.  The only way this works is if they use it on television marketing and I haven't seen one mention yet.

[NinjaEpisode]

The products are being placed in most of the 6000 plus stores.  To think that those 12 stores bear the responsibility of this campaign is naive. 

[Joystick Jerk]

You really don't think so? Considering that these stores are all going into major population centers AND factor in the free advertising they're getting from word of mouth and news reports, I'd say they're going to come out WAY ahead on this one.

Not in the long run, no... it's not new stores, it's just a temporary bump in revenue for existing stores.  I could even see a long term drop once people aren't gawking at the novelty anymore and the locations have gone from incredibly strong retail brand to generic looking third rate convenience store sign.  Branding is very, very, very important when someone is driving past at 45mph.

Dude, tens of thousands of people have probably already driven just to visit the one store near me. I was talking to the cashier at the converted store this morning, and they said they took in something like 13 times their normal cashflow yesterday.

Also, stop being such a crochety old fart.

[MikeQ]

I haven't found a single article that says the individual stores are carrying the cost of the conversions.  All the articles say 7-11 Corp is paying for it.  They put the cost in the low single millions for all stores (not each store).  I've seen T.V. coverage, newspaper coverage and internet coverage of this.  If 7-11 wanted to buy add time equivalent to what they have received for this "stunt" it would have cost them much more than what they spent on the conversions. 

I drove by the Orlando Kwik-E-Mart today but didn't stop in (just got gas).  We were on the way to one of the Disney parks so didn't have the time.  The place was packed and they even had Orange county cops (probably off duty) inside and out because of the crowds. 

[leapinlew]

You'd be shocked, apparently, to read that many marketing campaigns end in the red. 

Marketing isn't this hard to understand. If marketing meant coming out ahead, then no one would advertise during the superbowl. Point is, everyone is talking about it from these few stores and many people are entering the 7-11 stores to check things out.

Perhaps 7-11 will develop a future relationship with The Simpsons or perhaps they are doing a test balloon for the new products? Who knows.

I would consider this a very successful campaign.

[DrewKaree]

This thread, the numerous stories on the web about this, and the increase in visits to purchase items that have no direct relation to 7-11 are proof of the complete and utter failure of this marketing campaign and further evidence that marketing campaigns have to operate solely in the black in order to be considered a success, instead of simply generating things described in the first part of this post.

You marketing wannabe's are ID10T's for thinking this has been a successful campaign