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7-Eleven’s planned expansion into WA a ‘good call’

Source: Roy Morgan Single Source (Australia), January 2013–December 2013. Australians aged 14+ n= 18,576

Picture this: it’s late at night and most sensible people are tucked up in bed asleep. Not you, though. You’ve got a killer craving for a hot sausage roll followed by a box of Krispy Kreme doughnuts and you’ll know no peace til you get them. Too easy! A quick trip to your local 7-Eleven and the crisis is averted. Well, unless you live in a state that doesn’t have any 7-Elevens. For Perth residents, the nearest store is in Geelong, a mere 3254km away…

According to the latest findings from Roy Morgan Research, more than a third (36%) of Australians 14+ pay at least one visit to a convenience  store in any given three-month period.

7-Eleven stores are found in vast numbers around metropolitan Melbourne, Sydney and Brisbane, which may account for the fact that a higher proportion of people in NSW, Victoria and Queensland visit convenience stores than those in states where there are no 7-Elevens.

While NSW and Victoria are close to the national average, Queensland is home to the highest proportion of convenience store shoppers (47%). Queenslanders are also the most frequent shoppers, paying an average of 3.4 visits to convenience stores per three months (compared to the national average of 2.4 visits).

Been to a convenience store in the last 3 months

convenience-store-visits

Source: Roy Morgan Single Source (Australia), January 2013–December 2013. Australians aged 14+ n= 18,576

It’s a different story in states where there are currently no 7-Eleven stores. Despite having other convenience stores and milk bars, visitation incidence and frequency is lowest in Western Australia.

However, with 7-Eleven’s recent announcement that it will be moving into the Western Australian market over the next five years, it will be interesting to see how these statistics look down the track.

Also interesting, and no doubt encouraging for 7-Eleven, is the fact that WA has a noticeably lower rate of frozen drink consumption than the rest of Australia — not what you’d expect from a state with such consistently hot weather. Fortunately 7-Eleven will have opened there by next summer: so get your Slurpee-faces on, Sandgropers, and brace yourselves for that brain freeze!

Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:

“Whether it’s filling up with fuel or filling up with snacks, a large proportion of Australians would have visited a 7-Eleven at some point in the last three months. That is, unless you fall into the 20% of the population who live in a state where there are no 7-Elevens — in which case you’re more likely to have gone to your local milk bar, supermarket or servo; for example Star Mart or Gull if you live in WA.

“While it may seem unusual for such a large retail chain not to be operating nationwide, it’s no real surprise. The added strain on supply-chain operations alone would be a hurdle for some retailers, and not cost effective. Supermarket chain ALDI is in a similar situation: with stores in the same three Eastern seaboard states as 7-Eleven, they have only recently announced their expansion west.

“WA is obviously new territory for 7-Eleven, which means new franchise opportunities. If it proves successful, we may not have to wait too long before we see a 7-Eleven popping up on Main Street, Adelaide or even Elizabeth Street, Hobart.”

For additional information or comments, please contact:

Warren Reid, Group Account Manager — Consumer Products
Office: +61 (3) 9224 5161
warren.reid@roymorgan.com

Related research products

View our extensive range of Retail reports and profiles, including our Convenience Store Visitor profile, 7-Eleven Convenience Store Visitor Profile, 7-Eleven Service Station Visitor Profile, and  more.

These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3