7-Eleven's "Bring Your Own Cup Day" returns April 10-11, 2026
Few promotional events in the Canadian convenience channel generate the kind of genuine customer buzz that 7-Eleven Canada’s Bring Your Own Cup Day (BYOCD) does.
Between April 10 and 11, customers across Canada are invited to walk into any 7-Eleven location and fill whatever container they’ve dreamed up with their Slupee beverage of choice. The only rules: The vessel must fit within a 26-centimetre diameter when full, be food safe, clean, completely watertight and leak-proof.
Blenders, kettles, cooking pots and mixings are all fair game, and all were previously used by Canadians last year.
Why BYOCD works
The event lands at a meaningful moment this year. The Slurpee turns 60 this summer, making 2026 a milestone year for the franchise and adding a layer of nostalgia marketing that resonates with a broad consumer base. Returning flavours include the crowd-pleasing Fanta Blue Raspberry along classics like Crush Cream Soda. Canadians are noted to be among the most creative of consumers: The company observes that Canucks "love to mix and match their flavours, rarely choosing just one to enjoy at a time."
“Bring Your Own Cup Day is the silliest time of year for us, but it’s also the day we feel most connected to our customers and communities,” says Marc Goodman, Vice President and General Manager of 7-Eleven Canada. “People arrive at our stores bursting with excitement. They bring the most creative cups they can find, from vases and pails to pots and trophies. Being able to now watch the joy unfold live on TikTok is an added layer of fun.”
That kind of sentiment isn’t just good PR: It reflects a promotional model that drives genuine foot traffic, social sharing and repeat visits.
Last year more than 60, 000 Slurpee cups were filled on BYOCD alone. For a two-day event, that is a significant volume lift with low operational complexity.
Extending reach with hybrid events
7-Eleven Canada is adding a digital layer to the 2025 event. The company’s Slupee Canada TikTok account will host a BYOCD Live stream from the 980 Islington Avenue location in Etobicoke, Ont. in store location. It will broadcast in real time for GTA viewers. Every 10 minutes during the stream, a poll will be issued, giving live viewers a chance to win 7Rewards prizes blending the in-store experience with an active social audience.
For operators watching trends in c-store marketing, this hybrid model of a physical event amplified by real-time social content is increasingly becoming the standard playbook for chains looking to extend reach beyond their immediate trade area.
The add-on opportunity
Alongside the cup-filling festivities, participating locations will offer chicken wings for just $0.89. Bundled with promotional pricing on food alongside a high-traffic event is a straightforward basket-builder and one worth noting for operators thinking about how to structure their own in-store event days.
The bigger picture
Canada’s relationship with the Slurpee is long and well-documented. Since the 1960s, Canadians have ranked among the world’s most devoted fans of the frozen beverage and Winnipeg has held the unofficial title of Slurpee Capital of the World for: consuming more Slurpee drinks annually than any other city on the planet. The brand leans into that identity and BYOCD is the Annual moment where that community loyalty becomes most visible.
The convenience operators, wherever franchisees, independents or regional chains, BYOCD is a useful case study in experiential retail done simply: low barrier to entry for the customer, high shareability, and a clear value proposition that doesn’t require deep discounting across the whole store.
