Posted by How 7 Brew Rocketed to the Fastest Growing Brand in the US
It’s not your ordinary cuppa Joe. With a menu offering over 20,000 drink combinations and an app to help navigate that mega variety – or a rewards program where you can bank points not just for free drinks, but prizes like corn hole sets or a mini fridge – 7 Brew has landed on the scene with a lot of firsts.
One of those most obviously being its coveted first place spot as the fastest growing brand in the US, according to a recent Yelp report. The coffee, energy drink, smoothie, lemonade and more drive-thru chain launched in 2017 now has more than 800 stands across 38 states. It’s on course to pass 1,000 locations within the year.
7 Brew also boasts hitting #1 on the iOS App Store this past August, with its first mobile app that helps streamline orders, call-ahead service, and a unique customer loyalty program. The app remains in the top five in the iOS App Store at press time.
“We have created a mobile ordering app that is intended to be as personal and fun as the experience at our stands,” said Nick Chavez, Chief Marketing Officer of 7 Brew, who came to the company from KFC. “It unlocks our secret menu for the first time, putting the power to customize and build over 20,000 possible drink combinations directly in the hands of our guests. And critically, every drink will be handcrafted and made fresh upon arrival for pick-up.”
The app launch incorporated a chance to win 100,000 points, with a strong TikTok campaign featuring parodies of classics like 2001: A Space Odyssey, Indiana Jones and the Temple of Doom, and Mean Girls. Social media popularity has been a key element of 7 Brew’s marketing efforts, maximizing exposure on a smaller budget than many of its competitors.
Word of mouth has placed the brand as number one in yet another category, “likelihood to recommend” among coffee brands in the United States. Chavez explains the company leans into the buzz of “positivity, joy, and the kindness of the experience that encourages customers to tell their friends, family, and loved ones about 7 Brew.”
The brand also offers kitschy practices to evoke a fun atmosphere, like passing out stickers in the car line or giving away car coasters to thank patrons for their loyalty – encouraging them to spread the word. With the title of most likely to be recommended, it seems to be working.
7 Brew also benefits from free advertising. As passersby see lengthy car lines stretched around parking lots waiting for their drinks, it begs the question – what’s so special about that place?
A popular rewards program has added significant appeal, where members earn 100 points for every order and redeem free drinks at 1,000 points. With the mantra, “Sip Your Way to 100K,” members can work their way up to potentially winning a stocked mini-fridge with 7 Brew energy drinks, original 7 Brew letterman jackets, or perks like free drinks for almost two years.
An upcoming space-themed campaign will exploit a generational shift from “boring, black coffee” to a “universe of flavorful, highly customizable beverages” in a direct appeal to Gen Z. To find out more about the 7 Brew phenomenon and how the brand launched its way to the top, read more: