STRATEGY

7-Eleven wanted to increase the sales of their own brand Caffe Rosso. The challenge was that 7-Eleven is more associated with pizza and fast food than great coffee. But contrary to common belief, Caffe Rosso is a coffee of great quality. The beans originate from Brazil's most renowned Coffee plantations and the blend is mixed and roasted by World Champion barista Tim Wendelbo.

The problem is that the quality of the coffee varies from shop to shop - from day to day. This because the employees are not following the necessary procedures needed to make great coffee. For example, machines are not cleaned on time and the beans are kept for too long in the container.

To force all employees to take the coffee seriously, we decided to invite everyone in Norway to be a Mystery Shopper and tell us their opinion.

SOLUTION

To prove that 7-Eleven has great coffee, and at the same time make sure that every cup keep the same high standard, we launched “The Coffee Controller”: A mobile application that enables every customer to rate every cup of coffee, from every shop, every single day. And we reward them for doing it. For every 5th cup rated, we give them one for free.

When you buy a cup of Caffe Rosso it’s registered in the app and you have two hours to rate exactly that cup. All ratings, good or bad, are published in real time in the application it self, as well as in banners and on the 7-Eleven website.

Maps and top lists make it possible to find the 7-Eleven with the best or worse coffee wherever you are. But more important, the application works in two ways: It has also become a powerful and inspirational tool for storeowners and employees who access the same data. This creates a lot of internal competition and focus and forces everyone to keep the quality high. This became very evident when we got the first results.

RESULTS

After two weeks of campaign we had more than 10.000 downloads and almost 8000 ratings. The average rating was as high as 4.4 on a scale from 1- 5. Internal motivation had never been higher, and best of all, sales were up 25.7%.

To prove that 7-Eleven has great coffee, and at the same time make sure every cup keep the same high standard, we launched “The Coffee Controller”: A mobile application that enables every customer to rate every cup of coffee they buy. And for every 5th cup rated, we give them one free.

When you buy a cup of Caffe Rosso it’s registered in the app and you have two hours to rate exactly that cup. All ratings, good or bad, are published in real time in the application it self, as well as in banners and on the 7-Eleven website.

After two weeks of campaign we had more than 10.000 downloads and almost 8000 ratings. The average rating was as high as 4.4 on a scale from 1- 5. Internal motivation had never been higher, and best of all, sales where up 25.7%.