In Singapore, 7-Eleven, the city’s largest convenience store chain, is redesigning some of its stores as part of its brand revamp in response to consumers’ latest perception of convenience amid aggressive competition in the grocery retail segment.
According to Anushree Khosla, Managing Director of 7-Eleven Singapore, “When you think of convenience stores in Japan or South Korea, it’s very exciting – there are a lot of new products, and they are very food-focused. That is where we’ve been trying to take the business.”
The new move also reflects 7-Eleven’s broader strategy to evolve beyond essentials and tap into lifestyle spending, as consumers seek experiences even in everyday purchases. In the past, consumers view 7-Eleven as a last-mile destination or the last resort if the bigger supermarkets are a distance away.
Some of the latest revamps include a drink-mixing station, where customers can purchase a cup of ice and mix their own drinks with the options available at the store, including both alcoholic and non-alcoholic drinks. Drink-mixing has become a popular trend on Tik Tok in Japan and South Korea. In addition, blind boxes have also earned a dedicated shelf on 7-Eleven. They are a type of collectible product sold in sealed, non-transparent packaging, meaning buyers don’t know exactly which item they’re getting until they open it. The concept started in Japan and became popular across Asia through brands like Pop Mart.
The strategy has shifted from a store which sells convenience to selling experience, as 7-Eleven experiments with food concepts, collectibles, and lifestyle touches to draw more customers into its stores.
At the same time, 7-Eleven is also strengthening its core convenience appeal with a wider selection of hot, RTE foods such as toasties and pizza, alongside burgers, sandwiches, coffee and Slurpees. To cater to Singaporean taste buds, 7-Eleven will offer new flavours that fit the Singaporean palate as well.
Some larger 7-Eleven stores will have tables and chairs for customers to enjoy a short meal.
7-Eleven plans to revamp more than 50 stores by December 2025, and another 50 stores in 2026. Currently, it has 460 stores in Singapore. 7-Eleven is operated by DFI Retail Group, a member of Jardine Matheson Group.
