Speedway Encourages Coffee Creations

Speedway encouraged shoppers to customize their coffee with a “Your Coffee, Your Way” contest.

Speedy Rewards loyalty cardholders entered Oct. 1-30 by sharing their coffee creation (made with the retailer’s Speedy Premium hot coffee and available condiments) on a dedicated web page, where they could also view and vote on other submissions. Entrants could earn additional votes by downloading the Speedy Rewards mobile application or by purchasing a hot beverage from the retailer.

All members who submitted a recipe received a free coffee and the entrant with the most votes won free coffee for a year in the form of a $500 gift card.

At stores, pump toppers, bollard signs and window clings invited shoppers to “make your own lattes” while plugging the contest. A home page carousel ad and Oct. 2 Facebook and Twitter updates supported.

Speedway also has been sharing its own recipes with shoppers via a counter cling positioned near coffee bars detailing ingredients for a pumpkin latte. Other signage promotes the convenience store chain’s “premium coffee bar” and invites shoppers to “add your flavors and savor.”

The retailer used a Nov. 4 Facebook update to transition the flavor focus to the winter holidays by sharing ingredients for a peppermint mocha.

Channel rival 7-Eleven also recently encouraged its shoppers to customize their coffee.