7 Brew ‘Jackpot Day’ promotion generates excitement and headaches

CORNELIA, Ga. — The “Brew Doh” craze drew customers to 7 Brew locations across the country on Labor Day. However, the trendy giveaway brought more than excitement; it backed up traffic in local communities and made it difficult for customers to reach neighboring businesses.

Cornelia was among the cities impacted by 7 Brew’s monthly Jackpot Day promotion. The drive-thru coffee chain was giving away its popular Brew Doh squishy toy, which one employee described as “all the rage.”

Some customers in Cornelia arrived as early as 5 a.m., two hours before the giveaway began. One mother said she waited in line with her teenage daughters for two hours. Since she was off work, she said she did not mind the wait.

While customers hoping to claim a Brew Doh may have accepted the delay, the long line created headaches for other motorists and nearby businesses.

Drivers attempting to reach Advance Auto Parts from Highway 441 were forced to use another shopping center entrance. Some parked behind the store and walked up the hill to reach the business.

Cornelia officials caught off guard

Cornelia Police Officer Jeremy Newsom said neither the police department nor the city had been notified in advance that traffic control might be needed. Once officers arrived, traffic was redirected from Highway 441 into the adjacent shopping plaza.

Not just in Cornelia

Habersham County was not the only community where the Brew Doh giveaway generated heavy traffic and blocked access to nearby businesses. Similar problems were reported at the 7 Brew location in Flowery Branch in Hall County.

The excitement and the headaches also extended far beyond Northeast Georgia. According to 7 Brew’s website, the Labor Day promotion was held at more than 770 locations across 38 states.