Seven-Eleven Japan is set to expand its tea service, "Seven Cafe Tea," across the nation, allowing customers to indulge in freshly brewed, authentic tea. The announcement made on March 26, 2025, outlines plans to roll out the service to approximately 2,000 stores by February 2026 and to reach around 10,000 stores by February 2027.
The new tea service will operate similarly to the popular Seven Cafe coffee, where customers purchase a dedicated cup at the register and brew their tea using a specialized machine. This machine is designed to pour hot water near boiling point over the tea leaves, allowing them to steep for the optimal time to extract the best flavor and aroma.
Currently, Seven Cafe Tea is available in about 90 stores primarily located in the Tokyo metropolitan area and Hokkaido, having begun its trial phase in January 2023. The tea offerings include three types of tea leaves: Darjeeling blend, Earl Grey, and Assam blend, with options for both hot and iced tea. In addition, milk tea is available, providing customers with even more variety.
Pricing for the tea starts at 120 yen, including tax, for a regular-size hot tea. Iced and milk tea options are also available, with regular sizes priced at 112 yen before tax and larger iced milk teas priced at 278 yen before tax. The prices align with those of the coffee offerings, making it an attractive choice for customers.
The tea service has garnered significant interest, particularly among female customers, who have shown a preference for tea as a beverage option. Natsuki Habushi, an executive officer at Seven-Eleven, emphasized the importance of this demographic during a product briefing on the same day as the announcement. She noted that the introduction of tea is part of a broader strategy to enhance customer engagement by offering new beverage products alongside existing coffee and smoothies.
Habushi stated, "We hope customers will enjoy tea along with register-side products such as donuts and curry bread, as well as sweets." This strategy aims to create a more compelling reason for customers to visit Seven-Eleven stores.
The dedicated brewing machine used for the tea service employs a unique extraction process that enhances the tea's flavor, allowing customers to experience a quality reminiscent of homemade tea. The machine not only pours hot water but also gently shakes the tea leaves during extraction to maximize aroma and taste.
As the tea market continues to grow, Seven-Eleven's initiative to include tea in its offerings is seen as a significant move to capture a share of the beverage market. For those who may not enjoy coffee or are looking for alternatives, this new service could serve as an appealing option.
In recent years, tea has gained popularity in Japan, becoming a favored beverage choice alongside coffee and traditional Japanese tea. The introduction of Seven Cafe Tea aims to tap into this growing trend while catering to a diverse range of customer preferences. The company’s decision to focus on tea is also a response to the increasing demand for healthier beverage options among younger consumers, including Generation Z.
As the rollout continues, Seven-Eleven Japan is optimistic about the reception of its tea offerings and plans to keep expanding its beverage selection to meet customer demands. The company’s commitment to quality and customer satisfaction remains a priority as it ventures into this new segment.
With the anticipated expansion of the Seven Cafe Tea service, Seven-Eleven Japan is poised to redefine the convenience store beverage experience, making it easier for customers to enjoy high-quality tea on the go. As the launch date approaches, many are eager to see how this new addition will enhance the shopping experience at Seven-Eleven stores nationwide.
In conclusion, the launch of Seven Cafe Tea represents a significant step for Seven-Eleven Japan, demonstrating its adaptability and commitment to meeting changing consumer preferences. As the company aims to solidify its position in the competitive beverage market, the success of this initiative could pave the way for further innovations in the convenience store sector.
