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7-Eleven introduced the world to convenience. Nowadays, 7-Eleven is ranked as the first runner of convenience retailer and one of the world’s largest franchise companies which has more than 60,000 stores in 16 countries around the globe (Lammle, 2015). Thailand has become the world’s second largest operator of 7-Eleven convenience stores after Japan. For 28 years, CP All Public Co. under Thai conglomerate Charoen Pokphand Group Co. has operated more than 9,700 stores of 7-Eleven since opening its first 7-Eleven store in 1989. Furthermore, CP All plans to reach a total of 13,000 stores within 2020 (Bangkokpost, 2017).
All still sees potential in the convenience store segment. The company poises to allocate 60% of its planned capital expenditure of 9.5 billion to 10 billion baht for store expansion and renovation. However, both local and foreign retail chains are continuing with their expansion plans. The modern trade segment is worth about 400 billion baht, of which convenience stores account for 20% have shown the highest rates of growth in investment of all modern trade store formats and have also taken the greatest market share from traditional retailers. 7-Eleven is a notable example of this type of store (Ninkitsaranont, 2017).
7-Elevens are different all around the world. In America, we see 7-Eleven as little more than a convenient place to grab a quick cup of coffee before work or a Big Gulp while we are out of works (Lammle, 2015). But in other parts of the world, the shops are a lot more important to the local population, for example, in Thailand. 7-Elevens in Thailand serve the people as an alternative to any other place they can get their stuff from at the same price. They are more common than other brands of convenience stores. You can easily see 7-Elevens in every street of big cities, especially in Bangkok metropolitan. Normally, 7-Eleven in Thailand is so much more numerous and convenience than in the U.S. (Dawson, 2017). Aside from purchasing local foods and a lot of consumer products, customers can pay credit card and utility bills, book travel arrangements, and buy small electronics like mobile phones, power banks, chargers, and sim cards.
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