Kwik-E-Mart
The Kwik-E-Mart is a fictional chain of convenience stores in The Simpsons. The operator of the Springfield branch, which most of the chain's appearances on the program revolve around, is an Indian-American named Apu Nahasapeemapetilon.
In July 2007, eleven 7-Eleven locations in the United States and one in Canada were transformed into Kwik-E-Marts as part of a special promotion for the The Simpsons Movie. For a limited time, 7-Elevens across North America also sold various Simpsons products, such as Squishees, Buzz Cola and Krusty-Os cereal.
History
The Kwik-E-Mart chain was started somewhere in the Himalayas, where the world's first convenience store still stands on a mountain peak, an ironically inconvenient location. Visiting pilgrims are allowed to ask three questions of the resident all-knowing guru.
The Springfield location has not been immune to the concept of showmanship as a marketing technique. When retiree Jasper Beardley decided to freeze himself in the store's freezers as a low budget form of cryopreservation for an indefinite future, Apu transformed the store into the "Freak-E-Mart", of which Jasper, marketed as "Frostillicus", was the main attraction. When Jasper thawed, thus ending the viability of the project, Apu decided to institute a clothing optional policy, thusly briefly rechristening the store as the "Nude-E-Mart". The Kwik-E-Mart also includes a Utopian garden on its roof; Paul and Linda McCartney hung out there when they were in Springfield. The garden is accessed through the refrigerator labeled "Non-Alcoholic Beer". When Lisa asks what Apu does when somebody wants to purchase some, he replies, "You know, it's never come up." In accordance with Apu's vegetarian philosophy, all hot dogs at the Springfield location are actually made of tofu, and containing only thrice the fat of a normal hot dog. No customer, Apu claims, has ever noticed any difference.
Despite generally being a good-natured and friendly individual, Apu often exhibits a ruthless, capitalist streak. He has caressed his cigarette machine in gratitude for not dispensing its products after taking a customer's money. His catchphrase after a purchase is always, "Thank you, come again!" Even after dealing with a difficult customer--Homer--he states, "Please pay for your purchases and get out and come again"
Shelbyville has a store called Speed-E-Mart, while Guidopolis has a store called Mook-E-Mart, both obvious antithesi to the Kwik-E-Mart.
Real-world versions
A few real-life retailers have utilized the Kwik-E-Mart name for convenience stores. There is one located in Smith Falls, Ontario, Canada, another in downtown Edmonton, Alberta, also in Canada, and one in downtown Pittsburgh near the David L. Lawrence Convention Center.[1]
7-Eleven promotion
In July 2007, convenience store chain 7-Eleven converted 11 of its stores in the United States and one in Canada into Kwik-E-Marts to celebrate the release of The Simpsons Movie. The promotion had long been rumored but the locations were kept a secret until the morning of July 1, when the 12 stores were made over with industrial foam, vinyl and actual Kwik-E-Mart signs.[2] These 12 locations, as well as the majority of other North American 7-Elevens, sold products found in The Simpsons, such as "Buzz Cola", "Krusty-O's", "Squishee", "pink donuts" and other Simpsons-themed merchandise. The Squishees are basically Slurpees and sold in special collector cups and the Krusty-O's are made by Malt-O-Meal.[3] Several other 7-Eleven items, such as sandwiches, were sold in Simpsons-themed packaging.[2] Another item is "Radioactive Man Comic Book Edition #711", a special edition of the Radioactive Man series made by Bongo Comics.[4]
It was decided that Duff Beer would not be sold due to the movie being rated PG-13, and the promoters wanted to have "good, responsible fun," though it was noted that it was a tough decision.[2] However, a Duff Energy Drink was released in place of the Duff Beer.[5]
The locations of the renovated Kwik-E-Marts were: Bladensburg, Maryland/Washington DC; Burbank, California; Chicago, Illinois; Dallas, Texas; Denver, Colorado; Henderson/Las Vegas, Nevada; Los Angeles, California; Mountain View/San Francisco, California; New York, New York; Orlando/Lake Buena Vista, Florida; Seattle, Washington and Vancouver/Coquitlam, British Columbia, Canada.[2]
The promotion resulted in a 30% increase in profits for the changed 7-Eleven stores.[6] The conversions lasted through early August, when the stores were converted back to 7-Elevens. [7]
References
- ^ Kwik-E-Mark on 43 places. Retrieved on 2007-07-04.
- ^ a b c d
- ^ Simpsons Inspired Products. Retrieved on 2007-07-02.
- ^ Simpsons Inspired Products - Radioactive man Comic Book Edition #711. Retrieved on 2007-07-02.
- ^ "Duff Energy Drink", xoxide.com. Retrieved on 2007-07-31.
- ^ Gail Schiller. "D'oh! 'Simpsons' limits tie-in partners", The Hollywood Reporter, 2007-07-06. Retrieved on 2007-07-06.
- ^ Jenn Dolari. "Fadza! Damn yoo Fadza!", Jenn Dolari's LiveJournal blog, 2007-08-10. Retrieved on 2007-08-10.
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