7-Eleven Taiwan to sell freshly-baked Domino’s Pizza
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Taiwan 7-Eleven operator President Chain Store Corp is trialling a dual-branded store with Domino’s Pizza in Taipei’s Xinyi District. In doing so, the Taiwanese retail company has created the first convenience store in the country to offer fresh-cooked pizza with groceries and if successful, it will pave the way for a roll-out in selected stores.
With Taiwan’s convenience-store market penetration the second highest in the world, sitting between South Korea and Japan, operators are seeking ways to achieve growth by means other than opening new stores.
The trial store will allow customers to watch the pizza-making process. Pizzas will be priced from US$2.90 to $6.80, depending on serving size.
President Chain Store is targeting busy working people in what is one of the capital city’s more upmarket neighbourhoods. The company hopes pizza will boost sales of complementary items such as beverages and other meal items.
President Chain Store’s rival Taiwan familyMart has already partnered with companies to offer financial, catering and laundry services and health foods in its stores.
Questions & Answers
Q.Where is the dual-branded 7-Eleven and Domino's Pizza store currently being trialled?
Where is the dual-branded 7-Eleven and Domino's Pizza store currently being trialled?
The trial is taking place in Taipei's Xinyi District. This location is described as one of the capital city's more upmarket neighbourhoods, targeting busy working people as its main customer base.
Q.What is the pricing strategy for the pizzas sold in the new trial store?
What is the pricing strategy for the pizzas sold in the new trial store?
Pizzas at the trial store will be priced between US$2.90 and $6.80. The exact price a customer pays will depend on the specific serving size of the pizza they choose to purchase.
Q.What is the primary motivation for President Chain Store Corp to introduce this new service?
What is the primary motivation for President Chain Store Corp to introduce this new service?
The company is seeking new ways to achieve growth in Taiwan's highly saturated convenience-store market. With high market penetration, they aim to boost sales without simply opening more new stores.
Q.What additional sales does President Chain Store Corp hope to achieve with this pizza offering?
What additional sales does President Chain Store Corp hope to achieve with this pizza offering?
The company hopes that offering freshly-baked pizza will encourage customers to purchase complementary items. This includes boosting sales of beverages and other existing meal options available within the 7-Eleven store.
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