7-Eleven is set to transform its U.S. operations by introducing Japanese-inspired meals and upgrading its in-store food offerings. The parent company, Seven & i Holdings, is planning a major overhaul of its U.S. stores, with the goal of aligning them more closely with their successful Japanese counterparts, which are renowned for their fresh meals and high-quality products. This initiative is part of a broader strategy to enhance the customer experience and increase revenue, as the company aims to replicate the success of its Japanese stores where food sales account for over 30% of total sales.
As part of this strategy, 7-Eleven plans to open over 1,300 new stores in North America by 2030, significantly expanding its footprint. The company also intends to double the number of in-store quick-service restaurants, offering a wider range of prepared foods. This move is expected to attract a more diverse customer base and increase overall sales. The introduction of Japanese favorites, such as the beloved egg salad sandwich, has already generated considerable interest among food lovers and travelers, with some even traveling to Japan specifically to try the products.
Seven & i Holdings is also planning substantial investments in its international operations, allocating over $13 billion to support the growth of its North American stores. These investments will focus on improving supplier networks and enhancing in-store facilities to ensure that the quality of prepared meals meets the high standards set by its Japanese counterparts. In addition, the company is expanding its 7Now delivery app to better serve its growing customer base, making it easier for customers to access fresh and quality food options.
The shift in focus from traditional convenience store fare, such as sodas and snacks, to more diverse and high-quality meals is part of a broader trend in the convenience store industry. The average driver now fills up once a week but eats three times a day, creating a significant demand for ready-to-eat food options. This trend has already seen food service sales increase from 11.9% in 2004 to 27.7% in 2024, according to the National Association of Convenience Stores (NACS). The company’s CEO, Stephen Dacus, has emphasized the importance of this transformation, highlighting the potential for growth and the need to adapt to changing consumer preferences.
However, 7-Eleven also faces challenges, including the need to prove that its strategy will be successful in the U.S. market. The company recently rejected a $47 billion takeover bid from Canadian rival Alimentation Couche-Tard, indicating its confidence in its own growth plans. Despite this, the company must navigate cultural differences and logistical challenges to ensure that its U.S. stores can replicate the success of their Japanese counterparts. The expansion of 7-Eleven’s offerings and the focus on fresh, high-quality meals are expected to create a significant impact on the convenience store industry, offering consumers a new and exciting option for quick, ready-to-eat meals.
As the company continues to roll out its changes, the impact on the U.S. market remains to be seen. Nevertheless, 7-Eleven’s transformation is a significant move towards creating a more diverse and appealing menu for customers, potentially redefining the role of convenience stores in the United States.