Seven-Eleven Japan boosts sales through fresh ‘Live-Meal’ products

Seven-Eleven Japan reported a 0.5% increase in existing store sales for September, despite a 4.1% decline in customer numbers. The decrease in foot traffic was attributed to unfavorable weather conditions, including low temperatures, heavy rain, and typhoon impacts. However, sales were supported by a 4.8% rise in average spending per customer, driven by seasonal products, sweets, and IP-related collaborations such as Pokémon.

To combat fluctuations caused by weather, President Tomohiro Akutsu announced a strategic focus on ‘Live-Meal’ products—freshly prepared items made in-store. These products helped boost existing store sales by 0.9 percentage points during the first half of the year. The company plans to expand the availability of ‘Seven Cafe Bakery’ and ‘Seven Cafe Tea’ to more locations and introduce new items like pizza.

To address challenges with core products like rice balls and bento boxes, which faced price sensitivity, the company is reviewing its supply chain to control costs. This includes implementing a two-shift manufacturing system in approximately 3,000 stores across the Tohoku and Shikoku regions to improve efficiency.