An unlikely makeover for 7-Eleven from a corner store into trendy hangout is helping the world’s biggest franchiser crack the lucrative but tough Indonesian market.
On an average Friday night in Jakarta, pavement tables are packed with young urbanites, talking over the thump of techno music, sipping imported beer and text-messaging friends through a wireless hotspot.
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This might sound like a trendy new nightclub in Tokyo or London, but the crowd is packing the local 7-Eleven convenience store in Jakarta, the capital of Indonesia, which has the world’s largest Muslim population.
7-Eleven’s products in the country do not contain pork but the stores sell alcohol, and hot meal choices include Indonesian rice and chicken, instant noodles and hot sauce.