They came, answering the siren call of slurpees and Krispy Kremes, to the northern edge of Shepparton.
The green, red and orange sign reaches into the sky above Numurkah Rd, peeking above nearly finished roadworks, and as the official opening was under way on Thursday customers hovered at the edges, waiting to be let in.
Shontae, Mia and Bentley Cameron were three of the first through the city’s first 7-Eleven outlet.
Dad Clint had come up to check out the petrol prices, which are soaring across the country, but the three kids had their eyes on a more sugary prize.
Shontae and Mia said the slurpees were “really good” and it was nice to have something they always grabbed on trips to Melbourne, while Bentley clung to his box of donuts with a grin wide enough to swallow a Krispy Kreme whole.
Mr Cameron said it was exciting to have something new opening in the city.
“Shepp needs something good like Krispy Kreme, it’s been years since we’ve had something like this,” Mr Cameron said.
The corporate giant has stores on many street corners in Melbourne, and is planning “two or three more stores” in Shepparton over the coming years.
Regional Victorian lead for 7-Eleven stores Alex Foley was tight-lipped on where those new stores might be, but said it was an exciting time.
He said there were 12 people employed at the Shepparton North store, but that could increase to more than 40 with more stores.
“We have all of the products that are available in metropolitan suburbs. So $1 coffee $1, slurpees, Krispy Kremes,” he said.
The store has also partnered with The Salvation Army, as it does in other regional centres, to donate unsold sandwiches, sushi, hot food and fresh food to charity.
Salvation Army ministry assistant Mel Domaschenz said it was a real surprise and said it would “take a bit of the pressure off” by helping more than 30 people a day.
“It’s great, because it’s stuff you can immediately hand out to people afterwards,” Ms Domaschenz said.
“Especially for the amount of homeless people we have here in Shepparton, and people who are really struggling due to job losses.
“So for us, this gives us so many more opportunities where we can help people who are homeless, the Doorways team.”
Member for Nicholls Damian Drum said it was exciting to see the store open and said it would benefit people in Shepparton by providing more competition on fuel prices.
City of Greater Shepparton Mayor Kim O’Keeffe said it was exciting for 7-Eleven to be investing in the city.