We’ve all been there, craving a late-night snack or a quick caffeine fix and heading straight to the familiar bright lights of a 7-Eleven. It’s a convenience store synonymous with quick stops and everyday needs. But have you ever paused to consider the name itself? You might think it’s simply a catchy combination of numbers, but there’s actually a straightforward and rather logical reason behind why 7-Eleven is called 7-Eleven. The answer, as revealed in a recent episode of Apple TV’s “Platonic,” might just surprise you with its simplicity.
The discussion in “Platonic,” where characters humorously debated if the “7” and “Eleven” referred to opening and closing times, actually hits close to the historical truth. To truly understand the name’s origin, we need to journey back to the early days of this iconic store, long before it became a 24/7 global phenomenon.
The story of 7-Eleven begins not with convenience stores, but with ice. Way back in 1927, in Dallas, Texas, the Southland Ice Company was established. At a time when refrigerators were not a common household appliance, people relied on ice to keep their food fresh. Southland Ice provided blocks of ice to homes, a crucial service in the pre-refrigeration era.
Recognizing an opportunity to better serve their customers, Southland Ice started selling essential grocery items alongside ice. Imagine stopping by for your ice delivery and also picking up milk, eggs, and bread in one go! To attract customers to these expanded offerings, the storefronts were adorned with eye-catching Native American Totem Poles. Reflecting this new retail direction and the totem pole decorations, the stores were rebranded as “Tote’m Stores,” encouraging customers to “tote ’em” away their purchases.
However, the journey wasn’t always smooth. The Great Depression and the Prohibition era brought financial challenges, leading to bankruptcy. But, demonstrating resilience, the company refocused its business model on food and drinks, adapting to changing times and consumer needs.
The pivotal moment for the name change arrived in 1946. To highlight a significant improvement in customer convenience, Tote’m Stores decided to extend their operating hours. Instead of typical limited store hours, they began opening from 7:00 a.m. to 11:00 p.m., seven days a week. This was a considerable extension for the time and a major selling point. To effectively communicate this new, longer availability to customers, the company cleverly rebranded once again, this time to “7-Eleven”.
The name “7-Eleven” was a direct and memorable way to advertise their extended hours: open “7 days a week” from “7 a.m. to 11 p.m.” It was a simple yet brilliant marketing strategy that resonated with consumers and clearly communicated the store’s commitment to convenience.
While the name “7-Eleven” originated from these specific operating hours, the irony today is that many 7-Eleven stores operate 24/7. Seth Rogen’s character’s coworker in “Platonic” was partially right – while the “7” does allude to seven days a week, the “Eleven” originally signified the closing time. However, the success of the 7-Eleven brand and the ever-increasing demand for convenience have led to the evolution of many locations staying open around the clock.
So, the next time you step into a 7-Eleven, remember that its name is a historical marker, a snapshot of a time when these stores revolutionized convenience by simply being open longer. It’s a testament to how a company adapted and branded itself to meet the needs of its customers, a legacy that continues even as their operating hours have expanded beyond the original “7 to 11”.
