The Denison location of Seven Brew was forced to shut down for the remainder of Monday after a promotional event attracted an unexpectedly large number of customers.
The coffee shop was offering a free "Brew Doh," a branded version of the viral Needoh squishy toy, which drew crowds early in the morning. By 7 a.m., vehicles were lining up around the building and stretching into nearby streets, while pedestrians surrounded the property waiting for mobile orders.
Seven Brew employee Fernanda Aguilar noted the immediate scale of the turnout. "Right at 7 a.m. it was already wrapped around the building," she said. "I look this way, there were cars. I look this way, there were cars too."
The influx of people and vehicles created significant traffic issues in the area. Cars blocked fire lanes, and congestion backed up surrounding roads. More than half of the Denison Police Department was deployed to help direct traffic and maintain flow.
Denison fire officials cited safety concerns and ordered the closure of the Seven Brew location for the rest of the day. Employee Ava Barrier described the situation as overwhelming. "It was insane. It didn’t feel real," she said. "I worked the Longview Swag Day, and this wasn’t even in comparison to it."
Barrier added that employees were surprised by how quickly the situation escalated. "I was so nervous. I thought I was in trouble," she said. She compared the crowd's behavior to a swarm of bees, noting, "They were all at the Brew!"
