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Brand Values
A defining brand value for 7-Eleven is its commitment to education and its support of the Education is Freedomsm foundation (EIF). Jim Keyes, president and CEO of 7-Eleven, founded EIF on the premise that every young person deserves the opportunity for a higher education. EIF focuses national attention and resources on students who have shown academic promise and leadership, but need financial assistance and guidance to attend college. Donations from top global companies and spare change placed in canisters at 7-Eleven stores helped EIF award more than $1.5 million in scholarships since its inception in 2002.
At the heart of the 7-Eleven brand are the company’s five fundamentals: assortment, value, quality, service, and cleanliness. Employees, franchisees, and licensees execute the five fundamentals in their stores every day to provide quality products and meet their customers’ needs.
7-Eleven franchisees and licensees also extend the brand into the communities and neighborhoods they serve by becoming involved with service organizations, such as the American Red Cross and the Muscular Dystrophy Association. In fact, the company’s 28-year-old canister program has contributed more than $100 million to numerous charitable service organizations.
7-Eleven has been through many transformations and continues to change with the times, but the simple idea of giving people “what they want, when and where they want it” remains the same.
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