7-Eleven HI Launching 'Your Neighborhood Store' Concept

Island chain undergoing $30 million makeover

7-Eleven Hawaii (CSP Daily News / Convenience Stores)

HONOLULU -- Over the next five years, 7-Eleven Hawaii convenience stores will undergo a $30 million reimaging campaign, which includes remodeling all 61 stores in the Aloha State.

Seven-Eleven Hawaii is a subsidiary of Seven & I Holding Co. Ltd. of Japan, which also owns 7-Eleven Inc., Dallas.

The makeover and any newly built locations will reflect a more standardized look with the new "Your Neighborhood Store" concept, 7-Eleven Hawaii's president and CEO, Greg Hanna, told Pacific Business News.

On average, the cost to renovate each store is about $500,000, the report said.

Several locations, including the Hawaii Kai store in East Honolulu, a store in Makiki and the Waipio store in Central Oahu are already operating under the new brand, said Hanna.

The company, which has about 950 employees, also is in the midst of an aggressive expansion plan, aiming for 100 stores in four years, said the report.

"When I took over as CEO three years ago, we looked at our stores, and they were different shapes and sizes, so they had no standardization," he said. "So we realized we needed to come up with a common theme that linked our customers and employees to the brand."

It eventually settled on something easy to understand: "7-Eleven, Your Neighborhood Store."

"A neighborhood is where you grew up, feel safe and so everybody can connect to it," Hanna said.

The new tagline is replacing the chain's current TV tagline, "we're coming through for you."

"We actually walked the neighborhoods to figure out what the customers want to buy. Then we tried to connect what the customer wants to the products we offer and the physical appearances of our stores," said Hanna. "We have just gone with new fixtures, new sales counter tops, white clean Corian counter tops, tile flooring out of Japan, new LED lighting from Kyocera and wall panels from Japan. We're also working on the advertisements side as well as some of the internal marketing branding elements."

The stores also will include more local food, with an emphasis on expanding its bento offerings and healthy items such as salads and fruits.

"In the evening, we're missing the dinner customer, they are not coming to buy their dinner from us, so we're trying to make our bentos appealing to that crowd," Hanna said.

Click here to view the full Pacific Business News report.

Part of CSP's 2014 Convenience Top 101 retailers