7-Eleven is taking a bold step to double its presence across Australia within the next decade, according to CEO Fiona Hayes. Speaking at the Australian Franchise Summit in Melbourne, Hayes outlined the company’s aggressive growth strategy to expand into new markets.
“7-Eleven has long been a leader in the convenience sector, commanding around 33% of the market and 11% of the fuel market,” Hayes stated. “Now, we are embarking on a broader journey to double our store count over the next ten years, particularly in neighbourhood locations.”
Hayes emphasised the company’s goal of becoming the go-to neighbourhood store for Australians. “We want our customers to see 7-Eleven as their convenient store for every need, from morning to night,” she explained.
The brand is also enhancing its merchandise offerings, drawing on the expertise of 7-Eleven International and its 22,000 stores in Japan, particularly in food and the food supply chain. “We’re excited to evolve our product range and leverage this global expertise,” Hayes added.
At the summit, Hayes unveiled three new concept stores that evolved from the Johnny’s Deli format. These stores focus more on hot food and chilled meals, from hot pastries to grab-and-go deli items and bowl food. “Chicken and chips are a big hit, and we’re about to introduce pizza slices,” she shared.
Operational excellence is central to this growth plan. Hayes highlighted the importance of improving processes to allow store employees to spend more time interacting with customers and preparing food. “We need great people, efficient processes, and effective procedures, and we see many opportunities for improvement,” she said. The company plans to increase staffing while balancing labour costs through automation.
As 7-Eleven expands its food offerings, store layouts will be redesigned to include larger kitchen spaces, and store sizes will slightly increase.
In addition to food, customers will see a gradual expansion of grocery items as 7-Eleven aims to move beyond last-minute convenience and cater to the growing trend of more frequent grocery shopping. “We want to shift the perception of 7-Eleven to a destination for everyday shopping,” Hayes noted. “We’re expanding our grocery and fresh food selection to meet our customers’ preferences.”
7-Eleven is also seeing significant growth in its home delivery service, which now accounts for 5% of sales, and in e-commerce, where it’s experiencing double-digit growth. “We position ourselves as a value player,” Hayes said. “Our fuel offerings continue to grow and are a major draw for customers, supported by a very active loyalty program.”
Looking ahead, 7-Eleven is poised for substantial growth in new markets, with a clear focus on differentiating itself through its food offerings. “It’s an exciting time for 7-Eleven as we pursue ambitious growth goals,” Hayes concluded.
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