Recently, allegations of "false bottoms" in Seven-Eleven's bento box containers have been circulating on social media, leading to a decline in customer loyalty.
セブンイレブン1号店がオープンして50年。買収提案をめぐるゴタゴタに加え、客離れの要因に関する議論が活発になっている。この状況について、生みの親である同社名誉顧問の鈴木敏文氏は何を思うか。同氏の自宅を訪ねた――。
October 26, 2024
Convenience Stores
The controversy over "false bottoms" in bento boxes sparks debate… Toshifumi Suzuki, the founder of Seven-Eleven, says, "I have nothing to do with it!" The business genius reveals his "true feelings" amid the "lone loser" status among the big three chains.
"(Sometimes the media just writes whatever they feel like)," he remarked during an interview.
Toshifumi Suzuki (91), who built Seven-Eleven from the ground up and made it the industry's number one, shared these sentiments.
"Seven's lone struggle is not just because of the 'false-bottom bento' issue. Signs of the king's decline have been evident for nine years." (Daily Shincho, October 16)
"Seven's troubles spark criticism over its 'unfriendly registers.' Complaints of 'elderly-unfriendly' and 'cold service' abound. Why is this happening?" (Toyo Keizai Online, October 24)
"We questioned Seven's president about the 'false-bottom bento' allegations: 'We would never do anything so ruthless. I hope people posting online base their claims on facts.'" (Bunshun Online, October 25)
Recently, articles analyzing Seven-Eleven's decline in customer numbers have been on the rise. The backdrop to this discussion is the company's poor performance. In the interim consolidated results for August 2024, among the three major convenience store chains, Lawson and FamilyMart achieved increased profits compared to the same period last year. However, Seven-Eleven, the largest chain, reported a decline in profits.
The reality of Seven-Eleven's struggles lies significantly in the underperformance of its North American operations. However, customer dissatisfaction with its products has been identified as a key factor driving customer defection.
One such issue is the perception that its products are overpriced. While Lawson and FamilyMart have rolled out campaigns to increase the quantity of their private-label products, Seven-Eleven has focused on premium offerings, exemplified by its "Gold Series." This strategy has cemented the image of Seven-Eleven as "expensive," particularly among younger generations.
Additionally, complaints about packaging tactics have surfaced. These include "false bottoms" in bento boxes to create the illusion of more food and the "hollow front" practice of arranging sandwich fillings toward the visible side of the packaging.
Fumihiko Nagamatsu, President of Seven-Eleven Japan, responded to the "false bottom" allegations in an interview with Bunshun Online, asserting, "We would never engage in such unethical practices."
Meanwhile, social media continues to buzz with diverse analyses of the factors behind customer defection. It's clear that the once-unchallenged king of convenience stores is now facing increased scrutiny and criticism.