Seven-Eleven Japan expands in-store cooking and launches Nogizaka46 campaign

Seven-Eleven Japan is intensifying its ‘Live-Meal’ initiative, focusing on in-store prepared foods to bolster sales. During a recent earnings briefing, President Tomohiro Akutsu noted that while unpredictable summer weather caused fluctuations in sales for items like soft drinks and ice cream, freshly prepared products helped support overall revenue.

The company plans to expand its ‘Live-Meal’ offerings, including bakery and tea services, to more locations. Future expansions will include products like pizza, utilizing mobile ordering and delivery services to increase sales opportunities while minimizing food waste. To address price competitiveness for core items like rice balls and bento boxes, the company is reviewing its supply chain and procurement methods.

Additionally, Seven-Eleven Japan is launching a promotional campaign featuring the idol group Nogizaka46. Starting October 16, customers can participate in a campaign to win limited live performance tickets through receipt entries. The promotion also includes themed Halloween sweets and exclusive merchandise available via Seven Net Shopping.