Saturday, July 9, 2005


From an interview with James W. Keyes, chief executive of 7-Eleven, marking the return of 7-Eleven to Manhattan:

Q: Aside from the Slurpee, several of 7-Eleven's label products emphasize their size. There's Big Gulp, Big Eats Deli items, Big Eats Bakery and Big Bite grill items. Is big what you think Americans want?

A: Our definition of big means more quality and popularity. If you will, it's kind of an attention-getter, a brand name that we started using in the late 1960's, the early 70's and it stuck, so it's a trademark. But, it's definitely not intended to portray, in all cases, large.
So the 44 oz. Super Big Gulp is about quality and popularity, not more sugar or caffeine (or just more soda). Now I understand.

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