Case Study: 7 Eleven
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Largest Operator and Franchisor of Convenience Stores
The Business: 7 Eleven
7-Eleven is the largest operator and franchisor of convenience stores in the world, currently selling 500 million litres of petrol, $500 million of merchandise and serving almost 80 million customers worldwide. 7 Eleven in Australia has experienced significant growth since its first store in 1977. In 28 years 7-Eleven is now looking to open its 400th store. The 7-Eleven brand and business model offer a valuable trademark that is recognised worldwide, a tried and tested system and a globally accepted franchise concept.
The Challenge
In Australia, 7-Eleven has become a very successful franchise system offering the right franchisee a business system and a ready-to-operate store that understands the needs of the customer. Like many mature franchise systems, 7-Eleven needed to take stock of its success in Australia, by ensuring that its systems and procedures reflect industry best practices. The basis for success in any franchise system so often comes down to the quality of the franchisees, a factor that is particularly relevant to 7- Eleven. With a view to the future and continued success of the franchise system, 7 Eleven decided that an audit of the franchisee recruitment process was required.
The Solution
DC Strategy experience in the franchising sector put the company in an ideal position to assist 7- Eleven in this process. DC Strategy implemented a mystery- shopping program with DC Stratgey team members posing as potential franchisees. Each member went through the 7-Eleven recruitment process, documenting the team member’s experience at each stage. This allowed the DC Strategy team members to get a real insight into
the process from a practical perspective. The DC Strategy team highlighted both areas of strength and areas of the process that needed development. Each team member participated in the process until the point of the final offer
The Outcome
DC Strategy’s work allowed 7-Eleven to critically assess one of its most important processes and ensured that the quality of new
franchisees is maintained, further consolidating 7-Eleven in its current market leader position. The main outcomes for 7-Eleven
were:
- A chance to independently and objectively assess its current franchise recruitment process
- 7-Eleven can now fine-tune its recruitment process in order to maintain its position as a market leader and recruit the best franchises
- Benchmark 7-Eleven’s current position against industry’s best practice
- Identify areas for current development and establish strategies to enhance the franchise recruitment process
Where are they now?
More than 700 stores are located in neighbourhoods across Victoria, New South Wales, ACT, Queensland and Western Australia.
- 7-Eleven Australia’s estimated annual revenue is currently $452.9M per year.
- As of January 2020, there were over 70,200 7-Eleven convenience stores in operation around the world. 20,988 of these stores were located in Japan, making it the country with the most 7-Eleven stores globally.
Getting Started
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We help businesses of all sizes, from large corporations to sole traders, through a diverse team and nearly 40 years of experience.
Recent Franchises
"Franchising is a serious commitment and DCS guided us through our economic modeling, feasibility assessment, legal documentation, and lead generation work. They truly become an extension of your business as you seek to put everything in place to build a sustainable model that will generate returns for your new partners and your brand. DCS helped bring on our first franchisee and ensured he was the right steward for our brand. I can’t recommend DC Strategy highly enough!"
"Our journey with DC Strategy has been fantastic! From that initial strategic workshop to implementing our franchise program – there’s been lots of touch points. But if I think of one really great thing in our overall relationship and how DC Strategy continues to contribute to our success, it’s having them on our board."
"When DC Strategy came in to meet the board at the time, the noise was taken away. Once they had been convinced by the expert this is what you need to do and this is how you need to approach it and from thereon we never looked back. "
"The DC Strategy team draws upon its solid understanding of the franchise model to improve the performance of our organization. By tapping their knowledge, we have more quickly identified our opportunity areas and defined the action steps to capitalize on them. "
"We were comfortable with the consultancy because it was responsible for the growth and development of significant franchise systems and brands. Having a full-service firm ensures the consistency of information, advice and message from exiting franchisor and franchisee. "
"DC Recruitment helped take KX from 5 studios to 30 studios quickly. James and his team go above and beyond to provide great support and a vast range of franchise knowledge that is imperative for sustained growth. Their involvement allowed me to focus on growing and developing other key areas of the business knowing the recruitment was in good hands. I would recommend DC to any company trying to expand their network."
"Franck Provost wouldn’t be where it is in Australia today without all the consulting and legal advice from DC Strategy. "
" The team have been working with Thermawood Australia to promote the sales of our Thermawood Franchises across Australia. We have fortnightly video meetings as well as regular recap reports. We are always included in the planning and implementation of all marketing strategies and then advised on the outcome, their communication is exceptional. It is a pleasure to work with the entire DCS Lead Generation team. "
"DC Strategy took great care to understand our brand while developing our franchise system. They have worked closely with us to ensure we create a franchise system that reflects our passion in the Rosa Mexicano brand and their deep understanding of the franchise system made a significant contribution. I highly recommend them to anyone looking to establish a franchise network. "
Company Summary
38+ Years of Experience
+2,100 Franchise Locations
$2 Billion in Enterprise Value
For the past four decades, the team at DC Strategy has provided quality franchise consultation and legal counsel to our clients. We are advocates for the interests of our franchisor clients around the world. If you are considering purchasing a franchise, we provide personalised representation to help guide you through this process one step at a time.
Whether you’re in Australia, the United States, China, or some other country, we’ve got intermediaries near you with expertise in franchising within your sector. No other firm has appointed as many franchises as DC Strategy.
Getting Started
We are here to help you
We help businesses of all sizes, from large corporations to sole traders, through a diverse team and nearly 40 years of experience.
Contact Information
Call:
1300 682 657
Email:
online@dcstrategy.com
