Big Bite® hot dogs, Big Gulps®, Slurpees® and now wine for under $4.00? If Heaven is a place on Earth (and if that’s not a thought to send you straight to DrunkTown, we don’t know what is), than that place must be 7-Eleven.
Earlier this month, the convenience icon, which has more than 6000 franchises in the U.S. and Canada, announced they’re getting into the value wine business, releasing two in the United States and Japan. Sold under the Yosemite Road label, the California wines, a chardonnay and cabernet sauvignon, will retail for about $3.99.
It’s a revolutionary move for this “best retailer of convenience” to be sure. Never mind the fact that Barfly has been putting exactly at least $4.00 worth of wine in our Big Gulps and Slurpees from the time we could ride without training wheels. (Sorry to steal your thunder 7-Eleven but take solace in the fact that we never capitalized on the idea.)
Experts told us that 7-Eleven’s top executive Domo, which according to Barfly’s world-renowned research team means “Drunk-o” in some Asian countries, is the brains behind this recession-foolproof way to get alcohol to those who need to drink the most – the unemployed.
And $4.00 wine, hot dogs and the next-morning requisite Pepto Bismol is not just for the unemployed, the unwashed and the ugly. Not for nothing does 7-Eleven tout itself as “A World-Class Organization” and a “culture that is based on the principles of Servant Leadership and the 7-Eleven Way.”
Coinciding with the move into the value wine business and to heighten awareness, the 7-Eleven Board of Directors spent a few minutes, taking it upon themselves to revamp the ‘three “Cs’, which defines their principle of Servant Leadership.
Taken from a press release dated November 6, 2009, is a revised edition of the 7-Eleven’s famous ‘the three “Cs”’:
7-Eleven’s ‘Servant Leadership’ is defined by ‘the three “Cs.”’ and applies not just to their commitment to their customers but also serves as their pledge to their employees as evidenced below:
∑ Capacity: What you can do to drink/remain in poverty.
∑ Commitment: What you want to do to stay drunk/remain in poverty.
∑ Character: What you will do to get and stay drunk/remain in poverty.
All of which is precisely why Barfly is a proprietor and a proponent of this marketing move to bring wine to the masses. Well, that and the fact that sometimes it’s just convenient to get sauced, hungover and recover at the same location – in the parking lot or on the sidewalk in front of your local 7-Eleven.
And with an ideology like ‘Servant Leadership’ it makes it easy to see how 7-Eleven has thrived and prospered, not to mention has ‘World Power’ potential. Can you say Domo for Prez 2012?
Now if they’d only sell those little travel pillows…
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