7-Eleven is leaning further into its iconic frozen drinks to drive traffic this summer, launching a Slurpee Happy Hour promotion.

The convenience store chain announced Monday (April 28) that it will offer $1 Slurpees to 7Rewards and Speedy Rewards members from 3 p.m. to 6 p.m. on weekdays. The promotion runs from April 29 through August 25.

The offer adds to several other marketing initiatives around Slurpee that are rolling out ahead of the warmest season of the year. Every July 11, the chain hosts its "Slurpee Day" promotion, which includes free Slurpee drinks. Additionally, 7-Eleven will exclusively sell Arizona Iced Tea's new Blue Raspberry Slurpee-flavored canned product in stores through June 23.

"Slurpee Day is a tradition our customers look forward to, and the countdown is just as exciting as the day itself," Brandon Brown, 7-Eleven's senior vice president of fresh food and beverages, said in the announcement. "Slurpee Happy Hour brings that energy to every afternoon, offering a cool, refreshing break and building anticipation for the big Slurpee Day celebration."

7-Eleven's Happy Hour promotion also underscores the company's push to enhance its food and beverage offerings and better compete with the restaurant industry.

The chain is in the process of rolling out its next-generation store model, which offers more retail space and prepared food options. Meanwhile, 7-Eleven is also remodeling thousands of stores nationwide to align with this "new standard" format.