1. 7-Eleven Fremantle
Shop Talk
Go behind the logos
In the Aisles
THE VOICE OF THE AUSTRALIAN INDEPENDENT RETAILER mar 15
minutes
WITH
Five
con sciacca
Foodland CEO
What's in store for the
burgeoning banner group
3. The Australian RETAILER 11
exploring
new
orizonsH
izon
For the first time in 32 years, 7-Eleven has expanded into a
new Australian market – Western Australia.
Words KYLIE TRIGGELL
4. 12 The Australian RETAILER
Our customers are absolutely ecstatic that
7-Eleven has finally arrived in Western
Australia.
to represent the brand at a level that I deem to
be of the highest standard.”
But, as they say, the proof of the pudding is in
the eating and Bilaal’s experience more than
reflects this, with sales at his Bonnyrigg store
increasing by 38 per cent during his time there.
After relocating to the west coast, and with the
assistance of his brother-in-law, Kashif, who plays a
major role in the day-to-day operation of the store,
Bilaal’s focus is firmly on showing West Australian
consumers what 7-Eleven is really about.
An emphasis on excellent customer service,
in addition to a well-presented shop that is
always properly stocked guarantees a positive
consumer experience each and every time.
However, it’s the fresh food offer that has
“We, as a brand, are providing for their needs
while also delivering friendly service and
becoming a part of the Fremantle community.
It is a tight-knit area and it feels nice to be
accepted – it feels like a family here.”
Bilaal first started with 7-Eleven as a 14-year-
old, when he spent his weekends working at his
father’s Cambelltown, NSW, store. After a stint at
Woolworths because his father felt he had “been
taking 7-Eleven for granted”, Bilaal stepped up
to the helm of his own 7-Eleven store in 2011 at
Bonnyrigg before applying to be a part of the
expansion into WA.
“Retail is where I belong and I have a passion
and drive for what I do,” he says.
“I believe I am an advocate of the brand and
saw this as an opportunity to enter a new market
ith more than
600 stores across
Queensland, New
South Wales, Victoria and
the ACT, 7-Eleven is already
one of the largest private
companies in Australia.
Nevertheless, 2014 heralded a massive milestone
for the company when it expanded into Western
Australia, opening the first store in Fremantle in
October. It was the first time in 32 years 7-Eleven
had expanded into a new market.
A medium-sized standalone convenience store
located opposite the heritage-listed National
Hotel, 7-Eleven Fremantle has quickly proved
to be a popular convenience option within the
tourist hub, not least because the store is perfectly
positioned to capture foot traffic passing by to
the train station, shopping centre or beach.
However, according to franchisee Bilaal Khan it
was the natural curiosity of the consumers that
first began to draw people through the door.
“Our customers are absolutely ecstatic that
7-Eleven has finally arrived in Western Australia. The
local customer base has been waiting for a long
time for a great convenience offer,” Bilaal says.
SHOP TALK
W
5. The Australian RETAILER 13
proved to be the most popular component of
7-Eleven Fremantle.
“People have reacted well to our food offer and
know we are getting fresh sandwiches delivered
daily. Also, the offer of fresh fruit for a quick snack
is a favourite,” Bilaal says.
“We have all the customer favourites from the
eastern states, such as slurpees, Krispy Kreme
doughnuts and the $1 coffee. One of the major
positives for our customer base that we’ve
witnessed is the reactions to our price points
and the monthly promotions, because Western
Australia hasn’t seen anything like it before.”
With a convenience market currently valued at
$270 million, it’s safe to say the sector is booming
in Western Australia.
This fact, in conjunction with the economic and
population growth across the state increasing the
demand for 24/7 convenience stores, formed the
basis of the decision for 7-Eleven to expand into
Western Australia.
Eleven stores are set to open their doors in the
coming year according to 7-Eleven general
manager operations Natalie Dalbo, with a grand
total of 75 franchises expected to open across the
state by 2020.
“Our current focus is on the areas within
approximately a 50km radius of Perth and will be
a combination of standalone convenience and
fuel stores,” Natalie says.
“We’re very pleased with how convenience
retailing is performing across the country, as we
continue to see market share growth in all the
states we operate in. It’s particularly encouraging
that our growth is stronger than the total market,
ensuring we continue to build a healthy long-
term business for ourselves and our franchisees.”
Natalie says when undertaking the giant step into
the new market, 7-Eleven’s preference was to
continue to work with experienced franchisees
while the brand was being established.
“Based on the customer response to the first five
stores we’ve opened, we’re confident our brand
will continue to be warmly welcomed by West
Australians,” she says.
As the positive feedback about 7-Eleven
Fremantle continues to flow in, other innovative
approaches to introducing the company to the
wider community are regularly being instituted.
The most prominent so far has been a pop-up
store in Forrest Chase Shopping Centre.
The first of its kind in 7-Eleven history, the pop-up
store sells only slurpees, Krispy Kreme doughnuts
and freshly ground coffee.
“We felt that letting customers experience our
brand, service and products would be a great
way to engage with the West Australian locals
and encourage them to shop in our regular
stores as they open,” Natalie says.
“The performance in this store has been
phenomenal. We are selling in excess of 2000
Krispy Kreme doughnuts a day, so we have fresh
doughnuts delivered multiple times each day to
keep up with the demand.”
With the move into Western Australia already
being heralded a success, it could be difficult
to gauge what the next move should be for
7-Eleven. However, Bilaal says, at 7-Eleven
Fremantle at least, they won’t be resting on
their laurels.
“We already have big plans for the future,” he says.
“We want to meet the ever-changing needs of
the convenience customers; always be catering
for their needs, keeping them happy while also
giving them a good perception about what
7-Eleven really is.”
Checkout100 High Street
Fremantle, WA
