7-Eleven opened its 4,000th store as it marks 40 years in the Philippines. Photo source: 7-Eleven, ABS-CBN News Channel

When you think of convenience stores in the Philippines, 7-Eleven is likely one of the first that comes to mind. For many Filipinos, some iconic offerings are associated with 7-Eleven. Maybe it is Slurpees, Big Bite hotdogs, those cute finds, or their comforting City Cafe or City Prima coffee. Or perhaps it is because, in every corner, you see a 7-Eleven like a neighbor you can count on. Over the years, 7-Eleven has become a go-to store for many Filipinos, offering a variety of late-night snacks, quick meals, and everyday essentials.

With thousands of branches around the country, the brand has come a long way since its first store opened in 1984 in Quezon City.

Now, as it celebrates its 40th anniversary, 7-Eleven opened its 4,000th store in Pasay City, marking another significant milestone in its journey of growth, service, and innovation.

A bold beginning

7-Eleven's first store in the Philippines opened on February 29, 1984 at the corner of EDSA and Kamias road in Quezon City. Photo source: 7-Eleven

The concept behind 7-Eleven Philippines was simple but bold: find and fill a need. Jose Pardo, Chairman of the Board of Philippine Seven Corporation (PSC), the exclusive licensee of 7-Eleven in the Philippines, recalls how the venture began after reading about 7-Eleven's success in Japan: "We felt it had potential in the Philippines. So, we literally found a need and began filling it. We assembled the group together. My brother-in-law, the late Senator Vicente Paterno, served as chairman, while I served as president. The success of the first store confirmed the viability of the 7-Eleven, 24-hour convenience store concept."

That first store in EDSA-Kamias paved the way for a retail revolution. Over the years, the brand steadily grew, reaching 100 stores by 1998, expanding to 1,000 stores in 2014, and doubling that number to 2,000 in 2017, then 3,000 in 2021. Now, with their 4,000th store, 7-Eleven continues to bring convenience to Filipinos across the country.

The key to 7-Eleven's popularity

Photo source: 7-Eleven

When asked why 7-Eleven became so popular, Pardo explained that each store's location is carefully selected. "Every 7-Eleven store is the subject of a site selection process. We do headcounts, traffic counts, and vicinity visits, to see the viability of a store in a particular location," he said, ensuring that no store is opened without thorough analysis. "It is the subject of a process, a system of, determining so that you do not have stores that you open and close after," he added. This careful planning and understanding of the Filipino market have made 7-Eleven a constant presence in local neighborhoods, regardless of the economic climate.

The neighbor you can count on

Photo source: 7-Eleven

From the start, 7-Eleven's mission has been to be "the neighbor you can count on." As Jose Victor Paterno, President and CEO of Philippine Seven Corporation, reflected, 7-Eleven has become ingrained in the daily lives of Filipinos.

"Here, everybody wants a convenience store in their neighborhood, just in case. They know that there is someplace to run to. When there is a typhoon, 'I would like to be able to run there' and 'I am glad it is there'."

This reliability has been especially critical during challenging times, such as the 1997 Asian Financial Crisis and the recent COVID-19 pandemic. Despite curfews and declining foot traffic, 7-Eleven continued to operate. "We felt we had a responsibility to the community and our employees. We remained open, even partially sustaining losses," Pardo recalled.

The secret to success

A significant part of 7-Eleven's success lies in smart planning. However, Paterno emphasized the importance of a family culture in business. "We value our culture very much. If you want to open 400 plus stores a year, you have to be able to trust your people."

This trust is what helped 7-Eleven grow while keeping its team intact during the pandemic. "During the pandemic, what I am proudest of is that we had very few layoffs. I believe we had the least layoffs of anyone in our industry. We were also the only ones I know of who extended financing to the franchises. We were the only ones who did that," Paterno recalled.

Reflecting on their journey, Paterno shared how, despite setbacks like the pandemic, 7-Eleven's resilience shone through. "We were the worst performer in the 7-Eleven system," he admitted, but "the good thing about being prepared and knowing it is going to last is you will work. Instead of just saying, tomorrow it will change. So, we did. Last year in 2023, we were 70% up versus 2022 and 2019 income-wise." Instead of just saying, tomorrow it will change. So, we did. Last year in 2023, we were 70% up versus 2022 and 2019 income-wise."

Innovation and growth

Photo source: 7-Eleven

Photo source: 7-Eleven

7-Eleven has continuously evolved, adapting to changes in consumer behavior and technology. From its humble beginnings selling snacks and beverages, the brand now offers home-use products and a range of services, including financial solutions and digital payments through its cash-recycling ATMs and CLiQQ kiosks. "We became kind of like a payment center. That is fairly unique. By far, we are the largest payments processor in the 7-Eleven system on a per-store basis." Paterno noted.

Milestones and expansion

As part of its 40th anniversary celebration, 7-Eleven has reached a significant milestone with the opening of its 4,000th store in Newport District, Pasay City on October 15. Last October 4, 2024, Philippine Seven Corporation opened another store in Angeles City, Pampanga. Through this branch, PSC continues to expand its 21 To Go Chicken and Cafe Reserve coffee brands.

Photo source: 7-Eleven

Aside from upgraded store features and expansive dining spaces, this store utilizes renewable and sustainable energy with the use of solar panels as part of PSC's efforts towards sustainable and environmentally friendly store practices.

As 7-Eleven continues to grow, its leadership is committed to exploring new markets and regions. "Visayas and Mindanao have really outperformed post-pandemic," Paterno noted, pointing to the company's plans to build more stores in these regions.

With four decades of experience, 7-Eleven is committed to serving Filipinos with convenience and reliability, staying true to its roots as 'the neighbor you can count on. As it looks beyond 40 years, 7-Eleven aims to keep moving forward and adapt to the changing needs of its customers.