DALLAS — Once a year, on July 11 (7/11), 7-Eleven Inc. celebrates its birthday on 7-Eleven Day by giving millions of customers a free small Slurpee drink. Now on November 7 (11/7), or Reverse 7-Eleven Day, the retailer is asking its customers to give back … to their community.

Saturday, November 7 from 12:01 a.m. to 11:59 p.m. is “Name Your Own Price Slurpee Day,” when 7-Eleven customers are invited to decide the price on any size Slurpee beverage they buy. Customers can select any cup, including refillable mugs, and name their price on and 7-Eleven will donate 100% of the net proceeds to Feeding America and its nationwide network of food banks. Funds will benefit local food banks in the areas where consumers purchase the Slurpee drinks.

The company has set no minimum price or number of Slurpee drinks for this special fund-raising promotion.

“7-Eleven gives back to our customers every year on 7-Eleven Day,” said Laura Gordon, vice president of brand innovation. “On Reverse 7-Eleven Day, we are asking our customers to give back to their communities while still enjoying their favorite treat, Slurpee.”

Feeding America is a major domestic hunger-relief organization, with a network of 200 member food banks across the country. Each food bank provides food and groceries to local food pantries, meal programs, shelters and other community agencies that help feed 46 million people at risk of hunger, including 12 million children and seven million seniors. The Name Your Own Price Slurpee Day promotion is a first for the retailer, which is encouraging its customers to donate to an important cause while sipping on their favorite Slurpee flavors.

“We are heading into the holiday season, a time of year focused on giving and also on food,” Gordon said. “While many families will soon gather together for a holiday meal, too many in this country don’t know where their next meal is coming from. Every dollar donated as a result of ‘Name Your Own Price Slurpee Day’ means Feeding America can provide eleven meals to hungry families and individuals. We invite our customers to give generously so we can help feed as many people as possible.”

For 7Rewards members, Slurpee drinks purchased on Name Your Own Price Day will count as a punch in the “Buy 6 Cups, Get the 7th Free” loyalty program, available through the 7-Eleven smartphone app. Free 7th drinks that have been earned also can be redeemed that day.

Dallas-based 7‑Eleven operates, franchises or licenses approximately 10,700 7‑Eleven convenience stores in North America. Globally, there are nearly 57,400 7‑Eleven c-stores in 17 countries.