Seven-Eleven Japan is expanding its “Seven Café Bakery,” from around 1,000 stores nationwide to approximately 3,000 stores by March 2025.

Seven-Eleven Japan is set to expand the reach of its in-store oven-baked “Seven Café Bakery” offerings from the current 1,000 stores to approximately 3,000 stores by March 2025.

The company has been focusing on enhancing its range of freshly prepared products to create a sense of excitement and exclusivity. This includes items that fulfill the “I want it now” craving, such as “Seven Café Smoothies,” “Freshly Fried Curry Bread,” and “Freshly Fried Donuts.”

The “Seven Café Bakery,” which will soon be available at more locations, features bread and pastries that are freshly baked in-store upon order, providing customers with the enjoyment of warm, aromatic, and freshly made goods. The bakery’s appeal lies in the unique texture and taste that only freshly baked items can deliver.

For this product line, Seven-Eleven carefully selected items that improve in taste when freshly baked. The new lineup was trialed at the SIP stores that opened in February this year, where several iterations and tests were conducted.

“Managing director Aoyama says: ‘”The expansion of the Seven Café Bakery is the first major rollout we’ve done based on the learnings from our SIP stores,” a spokesperson from Seven-Eleven commented. We expected melon bread to be popular, but freshly made sweets such as cookies and financiers are performing well; we are testing various counter fast food items, mainly in SIP stores, and will warm up and develop the supply system for what will become our second and third bakery. In addition, we will test the elements learned in the SIP stores in three refurbished existing shops with a standard floor space (approx. 199 m2) during 2024.  Additionally, we’ve observed a shift in customer demographics: traditionally, packaged pastries are more popular among men, but this bakery line is favored by women, particularly during lunch hours. This indicates that we are meeting a different set of consumer needs.”

Source:Seven-Eleven Japan Autumn 2024 Product Policy Briefing September 18th,2024