7-Eleven aims to redefine convenience in S’pore with store revamps

Move reflects its strategy to evolve beyond essentials and tap into lifestyle spending

- Rosalind Ang

Step into 7-Eleven’s CapitaSpring outlet and you will be greeted by a bright store interior, including a new standing table area to grab a quick bite.

There is now a wider selection of hot food such as pies and toasties, and a smoothie machine where you can make fruit smoothies yourself.

When The Straits Times visited the outlet on Oct 31, office workers were seen visiting the convenience store to pick up food and smoothies for their lunch break.

The CapitaSpring outlet in the Central Business District is one of several redesigned 7-Eleven stores rolled out under the chain's latest brand revamp as part of efforts to reshape how consumers view convenience amid intensifying competition.

“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,” said Ms Anushree Khosla, managing director of 7-Eleven Singapore.

She added: “As consumers, when we travel to another country, we want to see different products in the convenience stores of that country. I hope that Singapore's 7-Eleven chain can also become a place of discovery like that.

“We hope to become a destination for great food and new and exciting products that you don’t get at the supermarkets or anywhere else in Singapore.”