Secrets of 20 successful years of 7-Eleven

       Entering a new phase as a Convenience Food Store chain
       Twenty years ago, the first ever 7-Eleven convenience store in Thailand opened its doors on a bustiling corner of Patpong road. The ear-soothing greeting "Sawasdee Krub/Ka" now resounds seven days a week, around the clock, echoing ever louder each day in tandem with the ever expanding network of stores all across the country.
       Today, everybody knows 7-Eleven. Indeed, as everybody's favourite convenience store, it has become integral to the Thai urban lifestyle.
       Nevertheless, even with its remarkable growth and ever larger customer base, the company recognises the need to be flexible and responsive to changing patterns of customer demand. In response to the latest trends, therefore, the company is now in the process of changing its business model from being a chain of convenience stores to being a chain of convenience food stores, starting from this year onwards.
       Explained Mr. Korsak chairasmisak, chief Executive Officer of CP All Public Company Limited: "7-Eleven's strong growth is the result of the quality products it sells, especially tasty and hygienic instannt and ready-to-eat foods. Together with their convenient locations and friendly staff, it's why 7-Eleven stores respond so well to consumer needs in today's fast-pace urban lifestyle."
       The executive continued that: "7-Eleven's new status as a Convenience Food Store chain will now also provide customers with quick service quality food products, ranging from snacks to heavy meals."
       "The success of our business over thhe past 20 years has put us in a unique position to understand what our customers really want. And as it seems they want us to put more focus on instant food products, these will now account for about 70 percent of our entire product range and may well increase even further in the months to come," added Mr. Korsak.
       a prototype store under the new concept was unveiled recently by CP All Public Limited at Sibunruang 1 Building on Silom Road. The original 7-Eleven convenience food store represents a state-of-the-art expression of the new concept of "Convenient Meals".
       Marking the occasion, mr. Joe DePinto, Chief Executive Officer of 7-Eleven, Inc., USA, along with other key executives, flew in to congratulate the Thai executive team.
       During their visit, the executives also took time to visit Panyapiwat Institute of Technology (PIT), CP All's in-house university of retailing business management established by the company to train capable personnel to facilitate its ongoing business expansion. subsequently, the party went on to visit C.P.Retailing and Marketing Company Limited (CPRAM), the manufacturer and seller of frozen food and fresh bakery that are supplied to 7-Eleven stores.
       Reflecting on 7-Eleven's metamorphosis, Mr. Piyawat Titasattavorakul, Managing Director of CP all Public Company Limited, said: "7-Eleven is a Thai-born business that pioneered convenience retailing in communities."
       "Today's 20thh anniversary celebration is really a springboard for us to move into the next phase of our development. Going forward, we will continue to strive to maintain our product quality so as to ensure consistent customer satisfaction."
       "There are those who say our stores undermine traditional retail businesses in communities but in fact we are not competitors at all. Rather we are providers of complimentary ranges of products that customers demand. As such, we cordially co-exist with other small shops."
       Success is never easy to achieve and even harder to maintain. nevertheless, 7-Eleven remains fully resolved to surmount all obstacles in order to serve its customers by meeting a wide range of their needs, including, from now on, delicious, high-quality and, above all, convenient meals in what is surely destined to become Thailand's leading convenience food store chain.