7-Eleven plans Japanese-style makeover with contemporary meals throughout US shops

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American 7-Elevens might quickly look extra like their Japanese counterparts — with contemporary meals and cult-favorite gadgets which have lengthy lured vacationers to Tokyo's convenience stores.

Seven & i Holdings, the mum or dad firm of 7-Eleven, is planning a significant improve to U.S. shops, including higher-quality prepared foods, similar to Japan's beloved egg salad sandwich.

"We now have constantly emphasised our deal with meals," the corporate instructed Fox Information Digital in a press release. "In Japan, contemporary meals accounts for over 30% of complete gross sales," it stated, noting that the technique helps its shops pull in about 30% extra income per day than rivals.

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The corporate is weighing greater than $13 billion in worldwide investments over the following a number of years, a lot of it earmarked for upgrades and provider networks to convey ready meals to roughly 13,000 North American shops.

It additionally plans to double U.S. retailer openings from 125 to greater than 250 per yr, including 1,300 within the subsequent 5 years.

In Japan, 7-Elevens supply high-quality ready meals. (Noriko Hayashi/Bloomberg by way of Getty Pictures)

"There's vital development potential, however to totally understand it, we should improve our organizational capabilities and are actively engaged on these initiatives," Seven & i stated.

Japan's 7-Elevens – almost 22,000 nationwide – are famed for every thing from cheap meals to bill-pay companies. By comparability, the U.S. has some 9,500 complete shops.

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One of many prime choices anticipated on this nation is the egg salad sandwich, made with fluffy milk bread and Kewpie mayonnaise.

A Texas-based crew is already working with Japanese suppliers to duplicate the recipe, CEO Stephen Dacus, who took the helm in Could, told The New York Times.

The hype has fueled a wave of foodie tourism on-line.

Stephen Dacus grew to become president and CEO of Seven & i Holdings Co. in Could 2025. (Kiyoshi Ota/Bloomberg by way of Getty Pictures)

"I flew 14 hours all the best way to Japan simply to strive 7-Eleven," Washington, D.C.-based influencer Darcy McQueeny stated in an April TikTok video that received over 4 million views.

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She stocked up on the egg salad and one other fan favourite, the strawberries and cream sandwich. She additionally perused different scorching sellers like onigiri – a sort of rice ball full of fillings like tuna and wrapped in seaweed – and an enormous collection of contemporary fruit.

"And it is so inexpensive," McQueeny stated.

Throughout a July go to to Tokyo, Los Angeles mannequin and influencer Summer time Marshall grabbed a lot of the identical, plus ice cream in a squeeze pouch, a sealed cup of ice and an iced latte to strive an internet-famous ice coffee hack.

From egg salad to strawberries and cream, vacationers and TikTokers rave about Japan’s 7-Eleven sandwiches. (Noriko Hayashi/Bloomberg by way of Getty Pictures)

"7-Eleven within the U.S. might by no means," Marshall captioned a TikTok video that received over 1 million views.

Singer Sabrina Carpenter went to a Japanese comfort retailer whereas touring in 2023 and obtained over 600,000 likes in a video about it. "I've needed to do a 7-Eleven Japan haul because the day I used to be born," she joked in her video.

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The craze sparked a 5,000% spike in Google searches for "7/11 Japan" over the summer time, in response to Fast Company, and a few journey corporations now supply guided comfort retailer visits.

Regardless of the excitement, the U.S. market might be harder. For many years, 7-Eleven has been linked extra with sodas, snacks and scorching canines.

Summer time Marshall picked up a fruit sandwich and components to make a viral espresso drink from a Japanese 7-Eleven. (Summer time Marshall/@summer time.marshall)

Rivals have tried and failed. FamilyMart shuttered its U.S. shops in 2015 after struggling to draw prospects past gas-station meals.

Dacus faces stress to show the technique will work. Seven & i lately rejected a $47 billion takeover bid from Canadian rival Alimentation Couche-Tard.

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Alongside meals upgrades, the corporate plans to broaden its 7Now supply app.

Cultural variations additionally play a task. In Japan, small kitchens and residences drive individuals to comfort shops a number of instances a day. Frequent deliveries – typically two or 3 times day by day – preserve cabinets stocked with fresh meals, a logistical mannequin not but normal within the U.S.

Darcy McQueeny marveled on the affordability of the Japanese 7-Eleven. (Darcy McQueeny/@darcymcqueenyyy)

"There's vital development potential, however to totally understand it, we should improve our organizational capabilities and are actively engaged on these initiatives," Seven & i stated.

Jeff Lenard, vice chairman of media and strategic communications on the Nationwide Affiliation of Comfort Shops (NACS), stated demand is robust inside the $650 billion comfort retailer trade, and revenue margins are far greater on ready food and beverages than on gas.