A Done Deal

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A Done Deal

By Mehgan Belanger

CHICAGO -- To recognize 7-Eleven Inc.'s completion of the merger with 206 White Hen stores in Chicago and subsequent rebranding of those stores to the iconic 7-Eleven banner, the chain's stores here will celebrate the "Grand Re-Opening Days of Savings," for two weeks next month, to recognize the progress it has made combining the best of both brands' offerings, share its story to the public and offer savings to customers.

"As a result of the merging of the two brands, all stores have improved their product assortment -- better fresh foods from the White Hen stores and the stocking of 7-Eleven proprietary products," Bill Nolan, sales and marketing director for 7-Eleven's Great Lakes Division, told CSNews Online, noting the company now has almost twice as many locations to serve Chicagoland. Another example of the merging of the brands is the coffee offering. CSNews Online previously reported that 7-Eleven adjusted its coffee offering to match the more successful White Hen's.

The celebration, which begins in July, comes one month before the two-year anniversary of the deal's first announcement. CSNews Online reported in August 2006 that the purchase of Lombard, Ill.-based White Hen was the largest acquisition for 7-Eleven in 20 years.

All 365 stores in the Chicago market will participate in the event, which will start with two weeks of promoting the completion of the two brands' combination, and incorporating three days of savings, from July 7 to 9, Nolan said. Special price promotions include 89-cent fountain drinks, Slurpees and coffee; and 69-cent doughnuts and hot dogs, he added.

The message to consumers is "a fresher, more convenient 7-Eleven in Chicagoland," Nolan told CSNews Online, adding it will be presented through paid media including radio and newsprint, and point-of-purchase materials and signage at the store level.