The Seasonal Push
7-Eleven, Inc. is rolling out a pumpkin-themed coffee lineup across more than 12,000 participating 7-Eleven, Speedway, and Stripes locations in the U.S. and Canada, effective Aug. 26, 2026 — an aggressive seasonal move that underscores how convenience retailers are competing directly with quick-service chains for morning and afternoon beverage occasions.
The launch comprises three core coffee formats: a hot Pumpkin Cappuccino, a Pumpkin Brulee iced cold brew latte, and a bottled 7-Select Pumpkin Spice Iced Cappuccino under the chain's private-label line. The bottled SKU carries a limited-time two-for-$5.50 promotional price, giving the retailer a margin-conscious entry point to drive trial and repeat purchase through Oct. 27.
The Celebrity Brand Play
The lineup also incorporates Hanks For Our Troops, the consumer packaged goods brand founded by actor Tom Hanks, which donates 100.0% of profits to foundations supporting veterans and their families. Two SKUs — Hanks Pumpkin Brulee Coffee, a hot offering with toasted vanilla notes, and Hanks Chocolate Turtle ground coffee and pods — are available exclusively at participating 7-Eleven locations through the same promotional window. The exclusive retail partnership amplifies the chain's positioning as a destination for differentiated, values-linked beverage brands, a strategy that convenience operators have increasingly adopted to distinguish foodservice programs from commodity offerings.
"Customers wait all year for pumpkin season, and this year we wanted to give them even more of the flavors they love," said Brandon Brown, Senior Vice President of Fresh Foods and Beverages at 7-Eleven, Inc. "For many customers, that first taste of pumpkin spice is the official start to fall, and these coffee drinks give them even more ways to welcome it."
The Bakery Angle
Beyond beverages, 7-Eleven is pairing the coffee push with a limited-time bakery item: the Midnight in Dubai Cookie, which features pistachio cream filling, dark chocolate, and a kadayif pastry topping. The product tracks a viral global food trend that has driven significant social media engagement and incremental foodservice sales for operators in the Middle East and Europe. Its appearance in U.S. convenience stores signals how quickly operator trend cycles are compressing — from viral moment to c-store shelf in under two years.
The seasonal program also leverages 7-Eleven's 7Rewards and Speedy Rewards loyalty ecosystem, which together count more than 100 million members, providing a built-in promotional distribution channel that few convenience competitors can match. The 7NOW delivery app, which targets approximately 30-minute fulfillment, extends the seasonal lineup's reach beyond in-store foot traffic — a critical consideration as convenience operators work to capture incremental digital orders. For context on how c-stores are scaling beverage programs, see our earlier coverage of private-label beverage strategy in convenience retail and celebrity food brand partnerships in foodservice.
The promotional window runs through Oct. 27, 2026, at participating locations across all three banners.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
