7-Eleven pilots bigger convenience stores with expanded offer in Japan

Seven & i Holdings is testing a new store in Chiba that offers over twice the number of products and almost doubles the size of a regular site of the brand.

Seven & i Holdings is piloting a bigger format of its 7-Eleven convenience store brand with an extended product offering.

As reported by The Business Time, the chain has revealed a new site that has over twice the number of products and is almost two times bigger than a regular c-store of the brand. The company has stated that this new facility needs to exceed ¥700,000 ($6,283) of average daily sales from that of a regular outlet due to its increased operational and maintenance costs.

This new store has been established in Chiba, a suburb of Tokyo, and its typical acrylic signage has been replaced with a simpler and eco-friendly branding.

“Our stores are currently not as popular with women, families and younger people. How to balance that is our biggest concern when choosing what items to have in the store,” said Keisuke Yamaguchi, an executive officer of Seven & i.

The expanded 7-Eleven offers customers close to 2,000 additional items that are beyond the regular offer of the brand, including fresh fruit, diapers and hair-care products. In addition, a larger cafe menu and bakery is set to be deployed.