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In Market: One thing good about this election? $1 java

🕐 3 min read

Americans aren’t agreeing on much this year, but most of us – 83 percent of adults anyway, according to the National Coffee Council – drink the javalicious juice of the gods: coffee.

No wonder then that Irving-based 7-Eleven is giving Americans the right to vote for their candidate and their right to $1 coffee. The day after the three presidential debates, 7-Eleven will offer fresh-brewed coffee in its extra-large 7-Election Stay-Hot Cups at a presidential price. “The buck stops here,” you know.

The first Dollar Coffee Day was Tuesday, Sept. 27, after the first of what passed for a debate and lasts all day at participating U.S. 7-Eleven stores. Coffee-quaffing voters simply need to download the 7-Eleven mobile app, select one of the three 7-Election Presidential coffee cups, fill it to the brim … and scan the app for the dollar deal. The limited-time offer is available at participating locations. Pricing may vary by store and there are those funny things that presidents like – taxes – that might change the price a bit. 

“Democracy is brewing at 7-Eleven, one cup of coffee at a time,” said Laura Gordon, 7-Eleven vice president of marketing and brand innovation. “After watching the informative debates, we encourage every American to come in the next day to choose their favorite party in exchange for a great deal on coffee.”

This was said before the first debate, as you can probably tell. 

This election year marks the fifth quadrennial 7-Election Presidential Coffee Cup Poll. The campaign invites 7-Eleven customers to “cast their cups” by purchasing coffee in specially marked 7-Election Stay Hot Coffee cups – blue Democrat, red Republican and, new this year, a nonpartisan, purple Speak Up cup. Hey, at 7-Eleven Gary Johnson and Jill Stein get a vote! Talk about democracy. Heck, bring a magic marker and write-in your choice if you can’t stomach the ones we’ve found ourselves with this cycle. Add some creme, sugar and whatever to make this election somewhat more palatable. 

“We think $1 coffee is an All-American perk that cuts across party lines,” Gordon added.

Some may scoff at this retail marketing brew-ha-ha, but don’t do a spit take. In 2012, for the fourth time in as many presidential elections, 7‑Eleven’s bean heads correctly called – or drank – the U.S. presidential election. Take that, Karl Rove.

7-Election results had President Barack Obama grinding out a victory over Republican challenger Mitt Romney handily, with 59 percent of the 7‑Eleven caffeinated electorate selecting blue Obama cups over 41 percent for the red Romney cups.

The real election was closer, but maybe Republicans aren’t as brew-happy as Democrats.

Coffee lovers can “vote” through Election Day, Tuesday, Nov. 8, simply by purchasing coffee in a 7-Election cup. Each post-debate vote will count toward the ongoing 7-Election campaign totals. In each of the previous 7-Election polls, a staggering 6 million cups (ballots) were cast, and results in each accurately predicted those in the “real” elections.

For the next debates, here are the dates, so you can plan to be somewhere else, but you can at least get that $1 cup o’ joe.

• Oct. 9, 9 p.m. EDT, at Washington University in St. Louis, Missouri

o o Oct. 10 – $1 7-Election Coffee Day

• Oct. 19, 9 p.m. EDT, at the University of Nevada, Las Vegas

o Oct. 20 — $1 7-Election Coffee Day

On Election Day, Nov. 8, 7-Election cups are also $1 in the 7-Eleven app.

7-Election cups are instantly tabulated at the register when the sale is made – and national, state and major city results reflecting the percentage of the three cups sold to date are posted daily on www.7Election.com.

Remember, if you don’t vote, you won’t stay awake at work. 

Robert Francis
Robert is a Fort Worth native and longtime editor of the Fort Worth Business Press. He is a former president of the local Society of Professional Journalists and was a freelancer for a variety of newspapers, weeklies and magazines, including American Way, BrandWeek and InformatonWeek. A graduate of TCU, Robert has held a variety of writing and editing positions at publications such as the Grand Prairie Daily News and InfoWorld. He is also a musician and playwright.

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