Hello everyone.
Today, I’d like to talk about 7-Eleven and its long history of trying new things.
In Japan, we often talk about the “Big Three” convenience-store chains: 7-Eleven, FamilyMart, and Lawson.
7-Eleven was one of the pioneers of Japan’s modern convenience-store industry, opening its first Japanese store in 1974.
Over the years, I’ve watched 7-Eleven introduce new products and services, experiment with them, improve them, and sometimes turn them into ideas that later spread throughout the convenience-store industry.
Of course, I wouldn’t say that 7-Eleven is always ahead of FamilyMart and Lawson today.
However, from my perspective after many years in the convenience-store business, 7-Eleven still seems particularly willing to experiment with new ideas and try to create new trends.
Convenience-Store Coffee Is a Good Example
Today, freshly brewed coffee is completely normal at Japanese convenience stores.
Walk into almost any major convenience store, and you’ll probably see a coffee machine near the counter.
But it wasn’t always like this.
7-Eleven experimented with freshly brewed coffee long before today’s convenience-store coffee became a huge success.
From what I remember, the company tried different approaches over the years, and they didn’t always work.
But they kept trying.
They changed the machines.
They changed the system.
They changed the way the coffee was sold.
Eventually, 7-Eleven launched the system that became Seven Café, and freshly brewed convenience-store coffee became part of everyday life in Japan.
After the concept proved successful, similar coffee services became widespread at other convenience-store chains as well.
For me, this is one of the most interesting things about 7-Eleven:
Failure doesn’t necessarily mean the end of an idea.
Sometimes they try again.
And Now, Tea?
That’s why I’m interested in another experiment taking place at some 7-Eleven stores:
freshly brewed tea machines.
They aren’t available everywhere yet, so you may not see one at your local 7-Eleven.
But when I first heard about them, I immediately thought about the history of convenience-store coffee.
Could tea follow the same path?
Maybe the machines will eventually disappear.
Maybe they’ll remain a small niche service.
Or perhaps, several years from now, freshly brewed tea will be just as normal at Japanese convenience stores as freshly brewed coffee is today.
We don’t know yet.
And that’s exactly what makes experiments like this interesting.
I Want This Experiment to Succeed
I used to run my own business, so I know from experience how difficult it can be to introduce something new.
Every new idea involves risk.
Customers may not understand it.
They may not buy it.
The operation may be too complicated.
The costs may be too high.
And even a good idea can fail the first time.
That’s one reason I enjoy watching companies experiment with new ideas instead of simply continuing to sell what already works.
So I’m interested to see what happens with 7-Eleven’s tea machines.
If you’re visiting Japan, keep an eye out for one.
If you happen to find a 7-Eleven with a tea machine, give it a try.
You might simply enjoy a nice cup of freshly brewed tea.
Or perhaps you’ll be experiencing the early stage of something that, several years from now, will be completely normal at convenience stores throughout Japan.
Only time will tell.
See you next time!
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