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event

Investing in a community, one Slurpee at a time

When your client opens 14 new stores in one city, it’s big news. This week, Alon Brands acquired 14 new stores in the Albuquerque area from family-owned Roberts Oil Company. The acquisition expands the ALON/7-Eleven footprint by more than 50% in Albuquerque, bringing the total number of stores in the area to 38. That’s a lot of Slurpees!

Slurpee

Slurpee

This expansion is part of a significant investment Alon Brands is making in the Albuquerque region. The company just finished remodeling all of its locations in the area and built a brand new store in Rio Rancho (see: Putting the Grand in Grand Opening).

LPR helped Alon celebrate the acquisition and recognize Roberts Oil for its 40+ years in business by  coordinating a ribbon-cutting and Slurpee toast with the Roberts family and the Albuquerque Chamber.

Slurpee Toast

Slurpee Toast

The acquisition story was both newsworthy and interesting to local and industry media, gaining coverage on KRQE-TV, The Albuquerque Journal, Albuquerque Business First, as well as Convenience Store News, CSP, and Convenience Store Decisions, to name a few.

We’re proud of the commitment Alon Brands has made and will continue to make to the community and customers in Albuquerque. Congratulations, Alon Brands!

Client Results: Putting the Grand in Grand Opening

After nearly 10 years in public relations, I’ve seen my fair share of grand opening and ribbon cutting events. Giant scissors, mayoral proclamations, radio remotes, free samples…you know the drill. While it all sounds pretty simple, a well-executed grand opening event can be a very effective way to introduce a new brand, business or location to the neighborhood. The results can be even better when you get a little creative, which is exactly what the ALON/7-Eleven team did for a grand opening in Rio Rancho, N.M., last week. Since the new store was unlike any convenience store location the company had ever built, the grand opening had to be just as special.

ALON/7-Eleven ribbon cutting Rio Rancho
ALON/7-Eleven ribbon cutting Rio Rancho

How did we help make it special?

My day started off at the store at 5 a.m. sampling some new products and preparing goodie bags with fresh treats for the local media. ALON ordered these chocolate covered waffle cone cups straight out of Beverly Hills to help launch the store’s new coffee bar. DELICIOUS.

7-Eleven coffee at Rio Rancho grand opening
7-Eleven coffee at Rio Rancho grand opening

Then, I visited local morning shows to drop off samples and spread the word about our grand opening activities. Thanks to the KOB Good Day New Mexico team for letting me hang out at the studio for a while!

Sharing ALON/7-Eleven's grand opening in Rio Rancho, N.M. with media
Sharing ALON/7-Eleven's grand opening in Rio Rancho, N.M. with media

We also did a few live shots from the store with KRQE reporter David Romero.

photo 2
photo 2

But, the fun really started when customers began packing the store and the parking lot to try out new products, enter to win free gas prizes and visit our special guest, five-time Super Bowl Champion Charles Haley.

NFL Hall of Fame - Charles Haley
NFL Hall of Fame - Charles Haley

The event was a ton of fun, but the best part is that thousands of customers came in to check out the new store during opening weekend. That’s the true measure of success.