7-Eleven 'Rolls' Out Its First Warm Bakery Offering

DALLAS -- 7-Eleven Inc. introduced Pillsbury Cinnamon Rolls to its stores, marking the first time the convenience store chain has offered a warm bakery product and the first time Pillsbury-branded fresh bakery items have been available through a c-store retailer.

Pillsbury Cinnamon Rolls are available with 7-Eleven's hot foods, as well as in the fresh bakery case at participating stores for a suggested retail price of $1.69 each.

To encourage sampling, a limited-time coupon for a free cinnamon roll will be available on 7-Eleven's mobile app starting Sept. 10. Additional limited-time offers for a free cinnamon roll, 75-cent discount or a free roll with the purchase of a medium coffee will be available through the end of October. All 7-Eleven app coupons are good at participating stores while supplies last.

The c-store chain's fresh food innovations team worked with Pillsbury to develop the offering for more than a year in order to ensure consistent product quality. The rolls are prepared and baked fresh daily in local bakeries across the United States and delivered overnight to stores before the morning coffee crowd arrives, the retailer said.

"Our goal in partnering with Pillsbury was to create an indulgent cinnamon roll that looked and tasted homemade," said Kelly Buckley, 7-Eleven's vice president of fresh food innovation. "For more than 100 years, Pillsbury has been 'the' name in home-baking. Now, 7-Eleven can offer the homemade taste in a convenient, grab-and-go setting."

Stores can serve the rolls in mini bakery boxes created just for the Pillsbury Cinnamon Roll. The microwave-safe boxes are also available at the bakery case for customers who select an unheated roll to eat later. The rolls take only 10 seconds to heat.

"We expect the Pillsbury Cinnamon Roll will be a hot seller in the mornings when people are stopping by to grab a cup of coffee on their way to work or school," Buckley said. "However, experience tells us that lots of our customers come into our stores in the afternoons and even late at night looking for a sweet and satisfying treat."

The Poppin' Fresh Pillsbury Doughboy character will appear on in-store signage to promote 7-Eleven's first Pillsbury-branded fresh bakery item.

"Partnering with 7-Eleven gives General Mills an opportunity to bring the fresh-baked goodness of a ready-to-eat Pillsbury-branded cinnamon roll to millions of people," said Randy Johnson, market manager for General Mills Inc. "I believe the aroma in the stores and rich taste of these warm cinnamon rolls will make them a hit with 7-Eleven's customers."

7-Eleven is also offering a Pumpkin Spice latte and brewed coffee to usher in fall, along with International Delight Pumpkin Pie Spice creamer, while supplies last.

"Pumpkin Spice Latte is a sign that autumn has unofficially arrived," said Nancy Smith, 7-Eleven's vice president of fresh foods merchandising. "Warm cinnamon rolls and hot pumpkin spice lattes and brewed coffees are seasonal comfort tastes at their best, whether heading out to work in the morning, a ballgame in the evening or as an afternoon treat."