7-Eleven® Joins with Pillsbury® to Serve up its First Hot Stuffed Waffle

IRVING, Texas - Sept. 26, 2017 // PRNewswire // - Breakfast just got better at 7-Eleven® stores with the introduction of the sweet and savory Pillsbury® Stuffed Waffle, served hot out of the oven. Developed and co-branded with Pillsbury, the convenience retailer's first stuffed waffle combines a crispy, maple-flavored waffle on the outside and a fluffy egg omelet, savory pork sausage and cheddar cheese on the inside. Suggested retail price on the new exclusive stuffed waffle is $2.49.

While breakfast is called the most important meal of the day, mornings are certainly the most hectic. 7-Eleven customers are in a hurry, spending just two or three minutes in the store to grab something to eat and drink, pay and get back to their day.

The Pillsbury Stuffed Waffle combines three popular morning foods - waffles, sausage and eggs - into one flavorful, handheld breakfast that is easy to eat for hungry - and busy - people on the go.

"Traditional waffles are a favorite breakfast treat when people want to indulge, but it's not a food you can really eat on the go in your car or at your desk," said Kelly Buckley, 7-Eleven vice president of fresh food innovation. "People know they shouldn't skip breakfast, but most days they don't have the time to prepare a hot breakfast and sit down to eat it. The Pillsbury stuffed waffle is a quick and delicious solution - a hot, filling breakfast that is easy to eat and packed with protein and flavor."

Being the most important meal of the day in today's busy world creates high expectations from consumers - they want a satisfying, portable, delicious, affordable breakfast … and they want it now.

  • Satisfying? Check. With one of these 4.5 oz. Pillsbury Stuffed Waffles, hunger will be kept at bay all morning.
  • Portable? Check. A Pillsbury waffle, also a favorite breakfast treat, creates this sweet and savory handheld breakfast pocket.
  • Delicious? Check. Customers have told us the Pillsbury Stuffed Waffle is "full of flavor," "hot and fresh tasting," and that they "loved the maple syrup flavor in the waffle."
  • Affordable? Check. At a suggested retail introductory price of $2.49, the stuffed waffle is a great value for the money, and the cost is comparable to, or lower than, many fast-food restaurant breakfast sandwiches.
  • Fast? Check. During the breakfast rush at participating 7-Eleven stores, Pillsbury Stuffed Waffles are available hot for grab n go.

The stuffed waffles aren't just available during the morning. As the times and frequency of traditional breakfast, lunch and dinner evolve into mini-meals and all-day snacking, people are eating breakfast foods morning, noon and night.

The National Restaurant Association found that 72 percent of adults want breakfast items available all day. Almost half of respondents in another study indicated they would purchase breakfast food for lunch, and approximately 60 percent said they would at dinner time.

All-day availability is one of 7-Eleven stores' strong suits.

"Every food and beverage 7-Eleven carries is available 24/7," Buckley said. "You can get a stuffed waffle at 6 a.m. and at 6 p.m. Whether a customer wants a slice of hot pizza and Iced Coffee for breakfast, or coffee and a stuffed waffle with fruit for dinner, 7-Eleven is ready to serve them whatever they choose."

Breakfast is hot among day parts. Breakfast and morning snack consumption is forecasted to grow faster than the U.S. population through the end of the decade, according to a study by The NPD Group. They report that from 2010 to 2016, morning snacking occasions have increased 17 percent.

"Busy Americans still love breakfast," Buckley added. "We want to make sure that when they run into 7-Eleven for a hot cup of coffee they have plenty of convenient options for a hearty, healthy, light or indulgent breakfast or snack. The Pillsbury Stuffed Waffle adds another a delicious alternative to the menu."

About 7-Eleven, Inc.

7-Eleven, Inc. is the premier name and largest chain in the convenience-retailing industry. Based in Irving, Texas, 7-Eleven® operates, franchises and/or licenses more than 63,000 stores in 18 countries, including 10,900 in North America. Known for its iconic brands such as Slurpee®, Big Bite® and Big Gulp®, 7-Eleven has expanded into high-quality salads, side dishes, cut fruit and protein boxes, as well as pizza, chicken wings, cheeseburgers and hot chicken sandwiches. 7-Eleven offers customers industry-leading private-brand products under the 7-Select® brand including healthy options, decadent treats and everyday favorites, at an outstanding value. Customers also count on 7-Eleven for bill payments, self-service lockers and other convenient services. Find out more online at www.7-Eleven.com, via the 7Rewards® customer-loyalty platform on the 7-Eleven mobile app, or on social media at Facebook, Twitter and Instagram.

SOURCE 7-Eleven, Inc.

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