ALON Brands, the largest U.S. franchisee of 7-Eleven stores and more than 300 locations across Texas and New Mexico, wanted to make a big splash with its Rio Rancho, N.M., store grand opening. Not only was this the largest 7-Eleven in the Albuquerque market, 7-Eleven and ALON were introducing new, upscale food and beverage options. The store, employees and offerings were ready – and now it was time to tell the community.




This couldn’t be just another grand opening with the usual “grip and grin” media visuals. ALON worked with Three Box to create a morning full of fun, creative elements that would raise awareness for the new convenience store and gas station and drive customers to the site.




Three Box created a true community celebration for ALON and 7-Eleven, drawing customers, community leaders and media to the new location. Media were invited to preview the store with private tours, with the FOX station’s morning show reporting live onsite. To showcase the new espresso in a chocolate-covered waffle cone cup, the Three Box team delivered hot samples to newsrooms across the city. Customers could enter a drawing for free gasoline and meet five-time Super Bowl Champion and former Dallas Cowboy Charles Haley. And, of course, there was a traditional ribbon cutting with the Rio Rancho mayor and representatives from ALON, 7-Eleven and the Rio Rancho Chamber of Commerce.




Not only was the grand opening weekend a success, but this ALON/7-Eleven store also has become a model for grand openings in additional markets. Public relations and community relations results include:

  • Thousands of customer visits during the grand opening weekend
  • Local media coverage with KASA-TV (FOX 2), KOAT-TV (ABC 7) and the Rio Rancho Observer
  • Industry media coverage in CSP Daily
  • Best-performing store in the market