A year after Electra Consumer Products received the franchise in Israel, the world’s largest convenience store chain 7 Eleven enters Israel and launches its first store in Dizengoff Center in Tel Aviv. The branch opened today (Wed), and by the middle of 2023, 7 more branches are expected to open, in Tel Aviv (the majority) and in Hod Hasharon. By the beginning of 2024, 30 branches are expected to open nationwide.
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“We chose to operate in the food market with two of the world’s leading international brands: Saban Ilban in the convenience stores and Carrefour in the supermarkets,” said HeuCEO of Electra Consumer Products, Zvika Schwimmer. “Our goal is to redefine the field of convenience stores in Israel, with an international concept that does not exist in the market today, and with a significant differentiation in the consumption experience, both in terms of quality and price.
“The potential of convenience stores is enormous. In Israel there are about 10,000 kiosks and convenience stores nationwide, and we intend to increase the competition and be a significant part of this market.”
A variety of 2,000 products
As of the opening day, about 2,000 products are sold in the store, of which about 80 are Saban Select products made in Israel, including juices, crackers and snacks. Among other things, customers will also be offered the chain’s international beverage brands such as Slurpee (flavored hail), smoothie (fruit shake) and Big Gulph (soft and carbonated drinks), and a variety of sandwiches, salads, pastries, basic food and consumer products. Non-prescription drugs and small electrical accessories will also be sold.
“One of the first things the Americans asked me was when do you eat in Israel,” Schwimmer said. “I told them that six in the morning until 12 is breakfast, from 12 to six for lunch, and from six to midnight for dinner. We eat here all the time, and we offer food for all meals at attractive prices. Saban Ilvan is not a supermarket, but a place to get sated from.” .
The purchase in stores will be based on self-payment through an app. These days the application is in pilot, and upon its launch it will be possible to order products through it or scan them using digital signage on the shelf and thus the payment will be made. The digital signage also provides the chain’s management with real-time information on the amount of products on the shelves.
The plan: hundreds of stores
According to Schwimmer, the plan is to open hundreds of the chain’s stores at a rate of rapid deployment, with a store opening every two weeks. As part of Electra Consumer Products’ strategy in the food world, the customer club credit card will allow aggregation between the various chains operated by the group, including Carrefour.
The network in Israel is headed by Avinoam Ben Mocha, a former executive at Tnuva. “We will be a significant player in convenience stores and kiosks,” says Avinoam Ben Mocha. “It’s a solution of a mini market, a pizzeria, a cafe, and a fast food restaurant in one place.
CEO of Elektra Consumer Products, Zvika Schweimer, and to his left CEO of Saban Ilvan Israel, Avinoam Ben-Moha
“The concept of the chain is international, and is built on nearly 100 years of experience of the global company. However, we have made many adjustments to the Israeli market, starting with the menu, through the mixture of coffee beans and ending with local foods – all of which are adapted to the local taste and culture. We receive thousands of inquiries from players In Israel who are interested in opening a Saban Ilvan branch, but it is impossible to open hundreds of stores a month or a year.”
Regarding the location chosen for the first branch, Dizengoff Center, Ben Muha said that “this is Israel’s ground zero”, and as for the question of opening on Shabbat, no clear answer was given, but according to him “we will take into account everything that is around us, each thing individually. We aim to open as much as possible without harming In the customers’ feelings. There will inevitably be kosher branches. In places where it will be the right thing.” Recall that in the past it was announced that the branches would not open on Saturday, despite the chain’s name.
Saban Ilvan is the largest chain of convenience stores in the world. The first store was opened in 1927 in Dallas, Texas, and today the chain has over 83,000 stores in 18 countries, with Israel being the 19th country – and the first in the Middle East.
According to Ken Wakabiashi, CEO of Seven Eleven International, “Israel is an excellent environment for our first retail venture in the region due to the thriving economy and population growth. Saban Ilvan’s entry into Israel brings a one stop shop solution, in a new retail format in the local market.”