JAKARTA, Indonesia - Blend small grocery store fare with cheap ready-to-eat food and add a dash of seating. Mix with a little Wi-Fi and you have the makings of a popular night spot in Indonesia, 7-Eleven-style, The New York Times reports.
Move over warung, street food stalls that used to attract the younger crowd for a good gossip. Now, 7-Eleven has become a hotspot for hanging out with friends. "People still like to talk about their lives, they like to gossip," said Henri Honoris, president director of Modern Putra, the chain€™s Indonesian franchisee. "Now we give them an alternative. It€™s a warung with better quality."
Sixty-five percent of 7-Eleven customers are under 30. The franchise reaches its young demographic via Twitter and Facebook. Many of those customers spend hours online at 7-Eleven, which is open 24/7. The store also hosts live musical groups.
Honoris sees great potential for the growth of these 7-Eleven stores. "Before you had a dirty, sweaty little street shop [warungs], and that€™s all there was," said Debnath Guharoy, Asia director for Roy Morgan Research. "Now you can go to a clean, air-conditioned shop and it€™s a better experience."
7-Eleven revamped its strategy in order to appeal to Indonesians. Ready-made fried rice is sold alongside donuts and Slurpees. Meals are priced below McDonald€™s. Best-sellers include Big Bite hot dogs, cappuccino and coffee.
Currently, 7-Eleven has 69 outlets in the country, with plans to expand quickly. Last year alone, the franchise opened 36 locations.