7-Eleven in Cebu

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Cebu’s thriving economy has prompted 7-Eleven, one of the world’s largest convenience store chains, to invest in the Queen City of the South. Philippine Seven Corporation (PSC), the licensee of 7-Eleven here in the country, has opened the initial seven (7) stores in the metro on July 31, 2012. These 7-Eleven stores are located at JY Square Mall, Escario Central, Bigfoot Ramos, University of Cebu Lapu-Lapu and Mandaue (UC-LM), Tune Hotels, Caltex North Reclamation Area, and Caltex General Maxilom Avenue.

image source: 7-Eleven Facebook page

Primarily catering to the young generation specifically the working professionals, 7-Eleven has received a positive response from its Cebuano patrons. They are particularly fascinated with the store’s Slurpees, patiently lining up to get a taste of the icy drink. In fact, Manila-based stores only have one Slurpee machine each but Cebu has two per outlet. The company is even planning to add more cash registers to accommodate the growing number of Cebuano customers.

7-Eleven is not your typical convenience store. What makes it very popular is the array of mouth-watering food offerings for people on-the-go or those looking for a place to chill. It has a lot of quick and hot snacks to fit different tastes and budgets. They are known for their Big Bite hotdogs that come in delightful flavors namely Regular Classic, Jumbo Classic, Cheesedog, Spicy, Hot Hot Hot, Mexican, and Chicken Cheese. Their Pastarrific merchandise are classic pasta favorites that include Spaghetti & Chicken strips, Spaghetti with Tender Juicy Hotdog Balls, Lasagna, Fettucine, and Baked Macaroni.

The store chain boasts of their bacon, ham and longganisa sandwiches that come with scrambled eggs and cheese. They are also known for their fresh Stuffed Pandesal with the following flavors: Bacon and Cheese, Tuna, Tuna Cheesemelt, Pimiento, Pork Adobo, Chicken Teriyaki, Christmas Ham, Cheeseburger, Tender Juicy Hotdog Balls, and Longganisa.  Their siopao comes in Asado, Bola-Bola and Oriental Premium variants.

Their Rice Meal Express products are served all-day. These breakfast meals come in four choices: Tapsilog, Tocilog, Tender Juicy Hotdog Balls, and Beefies Longgadog. If you are craving for home-cooked meals outside your home, try their Pinoy Rice Meals that come in Chicken Afritada, Beef Pares and Chicken Sisig. For pizza lovers, you may satisfy your hankering even at midnight with their Bigslice that comes in Sausage, Hawaiian and Chorizo flavors.

Aside from the iconic Slurpees, 7-Eleven has refreshing fountain drinks called Big Gulp. They also serve hot drinks like freshly brewed coffee and the instant Hotcup in Chocolate, Butterscotch, Hazelnut, and Mochachino flavors.

image source: 7-Eleven

Other 7-Eleven staples are soft serve ice cream, traditional Filipino treats like balut, hardboiled egg, and green mango with bagoong. Aside from its 24/7 convenience, it also offers bills payment, call cards and SIM packs, 7-Connect that allows customers to pay for online purchases with cash through any 7-Eleven store, and other services.

7-Eleven currently has 750 stores in the Philippines, which are mostly located in Luzon. In a press conference held in 7-Eleven Escario Central, PSC president and chief executive officer Jose Victor Paterno said they are targeting 100 stores in Cebu in the next three years. Thirty of which are set to open this year, bringing the number of store branches to a total of 850 by the end of 2012. Because PSC has partnered with Chevron Philippines, Inc., it can open 7-Eleven stores in Caltex stations in the metro. About 15 stores at Caltex outlets are expected to open this year.

The management planned to work out with the expansion three years ago, but they believed that it was not the right time yet. Since opening a convenience store entails a big investment, it must be logistically strategic. Opening a store costs an average of Php5 million. The booming tourism and business process outsourcing (BPO) industries have convinced them that Cebu is indeed ready to “support the critical mass in terms of stores and retail activity.” They are projecting a 25% to 30% sales growth from last year’s performance.

PSC’s long-term goal is to make Cebu the logistic hub of 7-Eleven in the Visayas. As a matter of fact, they are going to to invest on a large warehouse here and have a Cebuano logistic partner to accommodate future expansions in Iloilo and Bacolod.

7-Eleven licensees and affiliates currently operate in 16 countries worldwide including Norway, Denmark, Sweden, Australia, Mexico, Japan, South Korea, China, Taiwan, Hong Kong, Thailand, Malaysia, Indonesia, Singapore, and Philippines. The company earns US$70 billion yearly in all of its 47,000 convenience stores while serving 40 million customers daily.

In 1982, PSC bought the license to operate 7-Eleven stores in the Philippines from 7-Eleven Inc. of Dallas, Texas. President Chain Store Corp., owner of 7-Eleven Taiwan, bought 50.4 percent of PSC in 2000.

For more information and updates on 7-Eleven branches in Cebu, check out www.facebook.com/TasteTheCool or visit www.7-eleven.com.ph.

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Map Indicators:

A) JY Square Mall

B) Escario Central

C) Bigfoot Ramos

D) University of Cebu Lapu-Lapu and Mandaue (UC-LM)

E) Tune Hotels

F) Caltex North Reclamation Area

G) Caltex General Maxilom Avenue

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