Convenience store chain 7-Eleven has launched a pop-up store for its sub-brand 7CAFÉ. Located at Mong Kok, the pop-up store offers new beverages and delivery services to offer greater convenience to customers, while it also contains a new logo to illustrate the new offerings of the brand.
According to 7-Eleven, the pop-up store 7CAFÉ+ showcases the brand's commitment to providing customers with "good quality and good value products." To better meet customers' needs, the brand allows customers to order food and beverages on DFI Retail Group's loyalty programme "yuu", with the delivery time being less than an hour.
7-Eleven said the name of the pop-up store contains the symbol of "+" which stands for excitement. Additionally, the logo of the pop-up store includes extra elements, including a coffee bean, a heart, a piece of tea leaf, and a smiley, with all of them containing a specific meaning. For example, the coffee bean tells that 7CAFÉ+ offers single-origin coffee brewed with Sumatra Mandheling coffee beans, in addition to its original house blend coffee.
Moreover, the heart means that all items are prepared with "love and care", while customers can choose to have a wide selection of beverages made using OATLY oat milk, catering to the needs of customers who prefer a plant-based diet or are lactose intolerant. 7CAFÉ+ debuts tea-based beverages, so the brand adds a piece of tea leaf to the logo. Lastly, the smiley face tells that the cafe offers a wide range of beverages inspired by popular Hong Kong-style flavours.
Currently, 7CAFÉ is available at over 590 7-Eleven stores. Last year, the brand rolled out a campaign featuring a trio of characters to promote its takeaway coffee service.
The convenience store chain said the Gullu Gullu gang is a trio of coffee characters, namely Bullu, Gullu and Wullu, who make coffee for customers. The trio each has a fancy title. For example, Bullu is "chief flavour officer" and is responsible for "making sure every cup of 7CAFÉ tastes great and finding new and flavours to delight her customers." Gullu is "chief roasting officer" who always studies unique roasting techniques to "bring out the best flavours from the beans to ensure each cup of 7CAFÉ meets his standards and puts a smile on people's faces", and Wullu is "chief aroma officer", who always sniffs out tempting aromas and is on the lookout for the best beans.
The campaign included interactive elements. For example, these characters were also featured in a video, showcasing them performing in a concert and playing a variety of instruments. Customers can just scan the QR code on their 7CAFÉ cup from 10 November 2021 onwards to watch them performing. Viewers could also put themselves at the centre of the action by experiencing the concert from every angle by simply tilting their smartphones to explore the VR world of Gullu and his friends.
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