Seven-Eleven Japan has announced an ambitious expansion plan to increase the availability of freshly brewed tea across its stores. On March 26, 2025, the company revealed that it aims to offer this new beverage option in approximately 10,000 locations by February 2027. Currently, around 90 stores, primarily in the Tokyo metropolitan area and Hokkaido, already feature this service, which has been well-received by customers.
The initiative, branded as "Seven Cafe Tea," will allow customers to enjoy authentic freshly brewed tea made from high-quality leaves. The rollout is set to begin with a target of 2,000 stores by February 2026, showcasing Seven-Eleven's commitment to diversifying its beverage offerings beyond coffee and smoothies.
Similar to the successful "Seven Cafe" coffee program, patrons will purchase a cup at the register before using a dedicated machine to brew their tea. This machine is designed to enhance the flavor of the tea by pouring near-boiling water over the leaves and steeping them for an optimal duration. The result is a fresh, flavorful cup of tea that customers can enjoy on the go.
Customers will have a choice between hot and iced tea, with three distinct types of tea leaves available: Darjeeling blend, Earl Grey, and Assam blend. Additionally, a milk tea option will be offered, allowing customers to choose from two types of tea leaves other than Darjeeling. The pricing for this new beverage starts at a competitive 120 yen, inclusive of tax, making it an affordable luxury for many.
This expansion into the tea market is part of a broader strategy by Seven-Eleven Japan to capture new consumer demand and adapt to changing beverage preferences. As the popularity of specialty teas continues to rise, the company sees a significant opportunity to attract customers who are looking for quality tea options in a convenient format.
Since January 2023, some stores have already been experimenting with offering freshly brewed tea, and the feedback has been promising. Customers have expressed enthusiasm for the new beverage, appreciating the quality and convenience it brings to their shopping experience.
As the company moves forward with its rollout plan, it will undoubtedly be keeping a close eye on customer feedback and sales trends to ensure the success of "Seven Cafe Tea." With its extensive network of stores and a reputation for innovation, Seven-Eleven Japan is well-positioned to make this new venture a success.
This initiative not only reflects the changing landscape of consumer preferences but also highlights the competitive nature of the convenience store market in Japan. With rivals also looking to expand their beverage selections, Seven-Eleven's entry into the tea market could set off a new wave of competition.
In conclusion, the introduction of freshly brewed tea at Seven-Eleven Japan marks an exciting development in the convenience store sector. By tapping into the growing demand for quality tea and leveraging its established infrastructure, the company is poised to enhance its offerings and attract a broader customer base.
