Franchise News
CNBC Chronicles 7-Eleven’s Failed Venture into the Indonesian Market
With over 60,000 locations worldwide, 7-Eleven has thrived almost everywhere. Why did the chain close all of its stores in Indonesia in 2017?
There are over 60,000 7-Eleven locations across the world, but exactly zero in Indonesia. In a recent feature, CNBC explored the brand’s rise and fall in the country, identifying the key contributing factors leading to 7-Eleven’s eventual shuttering of all of its locations in the country in 2017.
7-Eleven got its start in Indonesia in 2009, with a multi-unit rollout run by a local operator. Whereas in America, the brand is known as a to-go convenience spot, it became a local hangout in Indonesia thanks to its fresh local food offering and the fact it served alcohol. The brand grew to 100 locations in 2012 and up to 190 in 2014, but while its stores were crowded, people weren't spending money there.
These poor sales combined with intense competition from Indonesian convenience store counterparts, lack of geographic reach from only finding footing in Jakarta and regulatory issues stemming from Indonesia’s alcohol sales ban that was implemented in 2015 all led to the brand exiting the country in 2017.
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About the Author
Madeline Lena
FollowMaddie has spent her career in the media industry, serving in various editorial roles before migrating into a hybrid content strategy and PR role with No Limit Agency. Her passion for storytelling and love of writing help her create meaningful content on behalf of her clients and fulfill No Limit Agency’s mission to tell people-driven stories.
Maddie is a graduate of Saint Louis University, where she studied Communications with a focus in journalism and media studies as well as Sports Business. In her spare time, Maddie can be found exploring Chicago’s food scene, watching an NBA game or lamenting over her middling fantasy baseball team.
