Fiona Hayes, CEO of 7-Eleven Australia, has shared the company’s priorities in the coming years, as well as thoughts on integrating a Japanese-style offering.
Speaking to C&I, Hayes outlined the company’s five-year plan to position the business as ‘My Convenient Neighbourhood Store’ for every Australian by strengthening its presence in local communities and delivering an experience that is personal, dependable, and built around the real lives of its customers.
“Convenience today is about more than location, it’s about value, servicing customers evolving daily needs and trust. I want us to continue building a business that Australians choose and love because we show up for them in their neighbourhoods, every day.’
With 7-Eleven Australia now part of the 7-Eleven International network, Hayes explained that they have the opportunity to learn from some of the best in global convenience retail.
“Whether it’s in food innovation, digital experiences, operational excellence, or fuel retailing we’re exploring how to bring the best of that global expertise to Australia in a way that works for our customers here — helping us move faster, think bigger, and raise the bar for what convenience can be.”
Strategic Priorities
With a year under her belt as CEO, Hayes said she and her team are driving progress across several strategic pillars: strengthening its core offer, investing in people and culture, scaling digital capability, elevating the food experience, and deepening community connection.
“In 2024, we’ve expanded our footprint to more than 750 stores nationally, grown our digital and delivery presence, and piloted new store formats like our Bowen Hills food concept in Brisbane, which now offers more than 400 food SKUs — a big step in meeting evolving customer needs.”
Hayes explained that innovation in convenience means anticipating what customers need before they do.
“That means continuing to evolve our fresh food range, expanding exclusive product lines, and embedding more personalised, digital-first experiences. We’re also exploring new formats and services that reflect how people live, work, and move – and making sure we’re truly convenient for our customers in every sense.”
As part of the 7-Eleven International network, the business is also tapping into global expertise to accelerate growth and innovation.
“We’re always looking globally for inspiration — especially from our colleagues across 7-Eleven International. While Australia has its own unique market, there are exciting opportunities to draw from global strengths in areas like food innovation, new product ranges, and operational excellence.
“Our Sushi and Onigiri range as an example, is proving very popular with our customers. We will look to international markets for menu inspiration and bring it to our customers where it makes sense. “
As with most businesses across the country, 7-Eleven is also facing its challenges with rising costs, but Hayes believes the biggest challenge is also its biggest opportunity – responding to cost-of-living pressures which have shaped customer expectations.
“Australians want value without sacrificing quality or convenience. We must remain agile and deeply connected to our customers and the communities that we serve. This presents an opportunity to build trust and loyalty by staying focused on delivering value, relevance, and local connection. The retailers that win will be those who innovate with purpose and act with integrity – and I believe we’re in a strong position to do exactly that.”