7-Eleven Opens First Store in Tel Aviv; Israelis Line Up to Get “Slurpees”
Edited by: Fern Sidman
Seems like Israelis are all psyched up to try their very first “Slurpee”. As American based restaurant chains and stores of all kinds continue to open in Israel, it was announced on Wednesday by PR Newswire that Electra Consumer Products Ltd., a Master Franchisee of 7-Eleven International LLC opened its first 7-Eleven® store in Israel. Located in Tel Aviv at the Dizengoff Center Mall, the store will serve the country’s second largest city and bustling metropolis.
7-Eleven opened its first store in Israel on Wednesday, with a long line of customers lining up outside the Tel Aviv shop to make their first-ever purchases. An additional eight stores are expected to be open throughout Tel Aviv by the end of 2023 @7eleven @TelAviv #slurpee pic.twitter.com/8xY4MQMS8a
— The Jewish Voice (@JewishVoice) January 12, 2023
The single-story Tel Aviv store will feature 7-Eleven’s signature retail environment and serve a variety of internationally popular products and beverages – including bean-to-cup coffee, Slurpee® drinks and Big Gulp® drinks – as well as local delicacies created to appeal to the surrounding neighborhood, according to the PR Newswire press release.
Customers can enjoy a wide selection of fresh kosher foods developed specifically for Israeli taste preferences. Offerings include fresh sandwiches, traditional salads, legume salads, and sausages with locally sourced sauces and toppings. The store will also feature a variety of local hot food products such as Zaatar Pita, Kube and Fatayer.
Tel Aviv, the technological and economic nexus of Israel, has a steadily growing millennial and Gen Z population, as was reported by PR Newswire. Tel Aviv is also the financial and innovation hub of the country and home to “Silicon Wadi,” the region in Israel that serves as a global center for advanced technology.
“With its thriving economy and growing population, Israel offers an excellent environment for 7–Eleven’s first retail venture in the region,” said Ken Wakabayashi, 7-Eleven International Co-CEO, as was reported by PR Newswiire. “Our entrance into the country brings Israeli customers a one-stop-shop solution with quality fresh food and convenience needs, via a store format not currently prevalent in the market. We are excited to provide citizens and tourists alike with world-class convenience.”
7-Eleven’s entrance to Israel accompanies the signing of a 20-year master franchise agreement last year between 7IN and Electra Consumer Products Ltd. to develop and operate 7-Eleven stores in Israel, as was reported by PR Newswire. Under its agreement with 7IN, Electra Consumer Products intends to expand 7-Eleven stores over the next five to six years throughout Israel, starting with the Tel Aviv metropolitan area.
According to a report in the Times of Israel, a significant crowd of people lined up outside the Tel Aviv retail convenience store to make their first-ever purchases on Wednesday.
TOI also reported that an additional 30 stores are expected to operate across the country by 2024, according to several media reports.
The store sells a range of unique brand items, in addition to Israeli snacks, ready-to-eat takeaway meals and basic home supplies, TOI reported.
A small size costs NIS 10 ($3), while a large is NIS 15 ($4.40), as was reported by TOI.I A coffee costs NIS 9 ($2.60), and customers are not charged extra for alternative milks, such as soy.
The store also offers hotdogs with buns for NIS 14.90 ($4.30) and does not charge for sauces and toppings. The TOI also reported that customers are charged NIS 7 ($2) for soft-serve ice cream or frozen yogurt, with no extra costs for toppings.
The TOI reported that Avinoam Ben-Mocha, the CEO of Israel’s first 7-Eleven CEO told media outlets: “The self-service desk saves the customer time. It allows the customer to prepare themselves coffee, a hot dog, or ice cream just as they like, and all within a short period of time.”
He vowed that the chain “will be a significant player in convenience stores and kiosks. It’s a solution like a mini market, pizzeria, cafe and fast food restaurant under one roof.”
At this stage, the Tel Aviv store will operate on Shabbat, and therefore does not have a kosher license, according to the TOI report. The company has yet to decide if other locations will open on the Sabbath, but Ben-Mocha said the store “will take into account everything that is around us, and every case individually.”
“We aim to open as much as possible without harming customers’ feelings,” the CEO said, according to the TOI report. “There will inevitably be kosher branches in places where appropriate.”
