Fountain Wars: 7-Eleven vs. Circle K

OKLAHOMA CITY, Okla. -- Although it's a silent battle, c-store customers in Oklahoma are benefiting from a fountain drink price war between 7-Eleven and Circle K, according to a NewsOK.com report.

Thanks to the heat wave sweeping across the country, which has resulted in temperatures of 100 degrees and up in many regions, sweltering consumers need to cool down and convenience stores are reacting to become their chosen provider of chilled drinks.

Oklahoma's 7-Eleven stores lowered the price of Big Gulp drinks to 49 cents on July 11 to strong customer reaction. "The heat kind of wears on people," said Jim Brown, CEO of 7-Eleven Stores in Oklahoma. "It's nice if you can get a good deal."

Coincidentally -- or not -- Circle K, which operates dozens of Oklahoma City-area locations, started to offer its 32-ounce fountain drinks and refills up to 64 ounces for 49 cents around the same time that 7-Eleven's price promotion went into effect, according to the NewsOK.com report.

Although a Circle K spokeswoman would not confirm that the company lowered prices to compete with 7-Eleven, she did acknowledge the promotion is a new one.

Both promos will likely continue through the end of the summer, according to the companies.