7-Eleven Steps into NFT Arena with Unique ‘Slurpee Vibe’ Collection

7-Eleven, the most expansive convenience store chain globally, dabbled into non-fungible tokens (NFTs) to mark its 96th birthday. This move demonstrates the company’s drive to innovate and adapt to new technological trends. Notably,  7-Eleven refrained from referring to these assets as NFTs throughout their entire press release, opting to label them as ‘digital collectibles’.

As per the press release, 7-Eleven introduced its “Find Your Slurpee Vibe” collection, hosted on the Polygon platform. The convenience store giant has developed an interactive app, Slurpee Vibe, where customers can design a variety of virtual beverages from their mobile devices.

NFTs Elevating Customer Engagement

Marissa Jarratt, 7-Eleven’s executive vice president, spoke about how NFTs have given customers the ability to virtually tailor specialty drinks, exploring their individual ‘Slurpee vibes’. Furthermore, app users can mint their unique creations and secure the NFTs in their Polygon chain wallets.

Contrary to typical NFTs, 7-Eleven’s digital collection doesn’t allow for the usual operations like storage, trading, or transferability, according to its terms of service agreement. Instead, the assets can be minted but remain fixed in their virtual space.

This initiative by 7-Eleven follows a similar move by Starbucks in March, when they ventured into the decentralized domain with a limited edition NFT collection that sold 2,000 collectibles within the first 20 minutes of launch. This trend of NFT drops suggests a growing interest from food and beverage brands to experiment with NFTs and decentralized technologies.

“We’re always looking for new and creative ways to celebrate with our customers on our favorite day of the year, Slurpee Day. This year, we’re marking another first for the brand with our inaugural digital collectible, ‘Find Your Slurpee Vibe’,”  Marissa Jarratt added. “Customers – or mixologists – can virtually curate specialty drinks to find their own Slurpee vibe. And who knows? Maybe you’ll even give us some inspiration for future flavors.”