Hot Cooked Meals Testing in Singapore Stores

Now 7-Eleven® customers in Singapore can try hot cooked meals. Of the 446 7-Eleven stores located throughout Singapore, two are working on a hot and fresh food pilot initiative catering to time-pressed customers. However, customers may have difficultly deciding exactly what to eat.

(Photo: Mee siam, fried bee hoon and other local dishes are delivered daily to 7-Eleven stores testing the hot foods pilot program in Singapore.)

The newest 7-Eleven outlet in Singapore is located in the Ibis Singapore hotel, a first economy hotel in the area's business and cultural center. The store was chosen to test the hot foods program because of its location and capacity to handle a wider variety of food products.

Tan Siew Shuen, Marketing Manager for 7-Eleven in Singapore, says one of the new food items featured includes kaya toast with soft-boiled eggs. More substantial choices include mee siam, fried bee hoon, chicken baked rice and nasi lamak. Food is delivered daily and prepared by 7-Eleven store associates.

"In the past, 7-Eleven has had a high percentage to total sales devoted to commodities like cigarettes," said Gary Baldo, 7-Eleven Managing Division Asia Pacific. "Now the company is focusing on items that can set it apart from the competition and give customers a solid reason to visit stores," he said.

Hot food items are offered at low prices ranging from $1 to $3 a portion in both pilot test locations. Store customer C.K. Lee says food must be offered at a value for customers to buy, otherwise people will turn to fast-food establishments. Other customers said the new hot food service is a good quick pit-stop meal, and they are impressed with the variety offered.

"Hot Fresh Foods is the strategic direction for 7-Eleven and a major focal point," said Baldo. He also said consumers have an interest in hot, fresh products, and 7-Eleven is finding ways to give customers what they want.

7-Eleven will review customer feedback before deciding whether to expand its hot food offering to more outlets in Singapore.