7-Eleven

What 7-Eleven does

7-Eleven Malaysia Holdings Berhad (Bursa Malaysia: SEM) is the operator of Malaysia's largest 24-hour convenience store chain, with over 2,700 corporate-owned and franchised outlets nationwide and more than 10,000 employees. Established in 1984 with its first store in Bukit Bintang, Kuala Lumpur, the company holds an exclusive Area License Agreement (signed 2003) with 7-Eleven USA to operate and sub-franchise stores in Malaysia and Brunei Darussalam. Each outlet carries 2,200+ SKUs spanning snacks, beverages, tobacco, personal care, household items, fresh food, and private-label products under proprietary brands including Slurpee, Big Gulp, and 7-Eleven Private Label.

The core platform extends beyond traditional convenience retail into a multi-service ecosystem. The My7E loyalty program (2.0 version launched August 2022) provides a digital engagement layer with tiered membership and merchant rewards. The CAFé by 7-Eleven store format, launched in 2021 and expanded to 300+ locations by 2024, adds freshly prepared hot meals, onigiri, sandwiches, and soft serve through a centralized commissary system with dedicated chef oversight. Service revenue streams include bill payment processing (utilities, telcos, PTPTN education loans), mobile reloads, game credits, and parcel collection logistics through Razer Parcel, BOXit, Ninja Van, and LWE partnerships. Digital payment acceptance spans Touch n Go eWallet, ShopeePay, Alipay, Razer Pay, MOL One2pay, and traditional card schemes. The company expanded into pharmacy retail through the 2020 acquisition of Caring Pharmacy Group Bhd.

Revenue is generated primarily through retail product sales across the 2,700+ store network, with supplementary income from franchise fees (franchising program launched 2009, first Malaysian franchisor to offer existing profit-making stores), service transaction fees, and private-label product margins. The pricing model is mass-market unit pricing (RM 1.50-30.00 range) targeting daily convenience purchases rather than premium positioning. GTM is product-led with physical retail as the primary channel, augmented by delivery partnerships with Foodpanda (May 2020) and Shopee Food (August 2022). Customer segments include urban Malaysian consumers (primary), franchise operators, and government/NGO partners for ESG initiatives. Co-CEOs Tan U-Ming and Wong Wai Keong have led the company since December 2020.

Name

7-Eleven

Legal name

7-Eleven Malaysia Sdn Bhd

Website

https://7eleven.com.my

Company type

Public

Founded year

1984

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

7-Eleven Malaysia (Bursa Malaysia: SEM) operates Malaysia's largest 24-hour convenience store chain with 2,700+ outlets nationwide, serving urban consumers with snacks, beverages, fresh food, daily essentials, bill payment services, and parcel collection under exclusive license from 7-Eleven USA.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Convenience Retailers (445131), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Convenience Stores (5412), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Convenience Retail with Quick-Service Foodservice (Hot Food/Prepared) (CRANAJAI)

akta.pro secondary industry

Foodservice-Led Convenience Stores (QSR/Hot Food Focus) (CRAHABAH)

Keywords

• Convenience store retail
• Ready-to-eat meals
• Private label products
• Mobile loyalty program
• Bill payment services

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Retail Product Sales: Sale of convenience products including snacks, beverages, personal care, household items, and tobacco through 2,700+ company-owned and franchised stores across Malaysia
2. Fresh Food and Ready-to-Eat Meals: Hot ready-to-eat meals, onigiri, sandwiches, bakery items, and soft serve through CAFé by 7-Eleven concept stores
3. Private Label Products: Proprietary 7-Eleven brand products including beverages, snacks, instant meals, packaged bakery, personal care items with higher margins than third-party brands
4. Bill Payment and Financial Services: Processing fees from bill payment services (utilities, telecommunications), mobile reloads, game credits, insurance payments, PTPTN loan repayments, and Razer Cash online payment processing
5. Franchise Fees: Revenue from franchising program where local entrepreneurs operate 7-Eleven stores, started in 2009 as first franchisor in Malaysian market to offer existing profit-making stores to franchisees
6. Delivery and Digital Services: Revenue from food delivery partnerships with Foodpanda and Shopee Food, Razer Parcel locker services, and e-wallet payment processing

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

7-Eleven Malaysia operates 2,700+ 24-hour convenience stores across Malaysia selling snacks, beverages, ready-to-eat meals, fresh food, personal care items, and household essentials (2,200+ SKUs per store). The stores also serve as over-the-counter service hubs for bill payments, mobile reloads, Touch 'n Go top-ups, game credits, gift cards, and parcel collection, complemented by proprietary brands (Slurpee, Big Gulp, 7-Eleven Private Label), the in-store CAFé dining concept with freshly cooked meals, and the My7E mobile loyalty program.

Product overview

7-Eleven Malaysia operates as a convenience store platform with over 2,700 24-hour outlets offering more than 2,200 SKUs. The core offering includes the 7-Eleven convenience store brand with integrated service offerings. The product ecosystem centers on the main convenience store format with several complementary sub-brands and modules: CAFé by 7-Eleven (in-store dining with hot meals, coffee, and desserts curated by Chef Riza), Slurpee (frozen beverages), Big Gulp (fountain soft drinks), and My7E (mobile loyalty program for points and rewards). Ready-to-eat offerings span multiple formats including 7Meals (RM7.90 hot meals), 7Savers (value deals from RM5.90), 7BITES On-The-GO (on-the-go snacks), Onigiri (Japanese rice balls), Sandwiches, and Soft Serve. The 7-Eleven Private Label covers beverages, snacks, instant meals, bakery, personal care, and household items. Additional services include bill payments, mobile reloads, Touch 'n Go reload, game credits, gift cards, parcel services, and delivery partnerships with Foodpanda and Shopee Food.

Differentiator

Problem solved

Functional benefit

Brands

• CAFé by 7-Eleven: In-store dining concept offering freshly cooked hot meals, desserts, fresh snacks, and beverages prepared throughout the day for breakfast, lunch, dinner, and supper.
• My7E Loyalty Programme
• 7Meals
• 7Savers
• 7BITES On-The-GO
• 7CAFé Onigiri
• 7CAFé Sandwiches
• 7CAFé Soft Serve
• Slurpee
• Big Gulp

Products and services

• 7-Eleven Malaysia Convenience Stores 24-hour convenience store chain offering snacks, beverages, daily essentials, ready-to-eat meals, and over-the-counter services to urban Malaysian consumers; the foundational retail platform for all other product and service offerings.
• CAFé by 7-Eleven In-store dining concept offering freshly cooked hot meals, desserts, fresh snacks, sandwiches, and coffee prepared throughout the day, including Chef Riza-curated menus with locally sourced ingredients and international-inspired dishes such as Korean Spicy Creamy Baked Macaroni and Cheese Baked Macaroni Beef Bolognese.
• Slurpee Frozen Beverages Proprietary frozen carbonated beverage brand exclusive to 7-Eleven Malaysia, available in bold flavors and vibrant colors in customizable sizes.
• Big Gulp Fountain Soft Drinks
• 7-Eleven Private Label Products
• My7E Loyalty Program Mobile-based loyalty program with tiered membership (New Fan, Beginner, Loyal Fan, Super Fan) enabling 1 My7E Point per RM1 spent, point redemption (100 points = RM1), birthday rewards, and exclusive monthly vouchers.
• 7-Eleven Eksklusif
• Boots UK Skincare Products Exclusive retail of Boots UK's No.1 skincare line at 7-Eleven stores in Malaysia under an exclusive partnership with Boots UK.
• Over-the-Counter Bill Payment Services
• Razer Parcel Pickup Service Parcel collection and failed-delivery pickup service available at selected 7-Eleven stores through Razer Parcel lockers and partner logistics providers (LWE, Ninja Van).
• 7-Eleven Malaysia Franchise Programme Franchise offering enabling local entrepreneurs to operate 7-Eleven convenience stores under the company's brand, supply chain, and operational support.
• Caring Pharmacy Group Bhd Wholly owned retail pharmacy subsidiary acquired in 2020, providing healthcare products and pharmacy services to Malaysian consumers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature6 records

Partnerships

24 partnerships are on record, tiered core and minor.

• NGOHub, Alam Flora, Program Perumahan RakyatcoreStrategic or Co-development Partner · 14 January 20247EGoGreen Waste2Life campaign partnership for ESG initiatives designed to reduce carbon footprint. Collaboration with NGOHub (NGO partner), Alam Flora (waste management), and Program Perumahan Rakyat (community housing) to implement environmental and community programs across Malaysia.
• Shopee FoodcoreChannel Partner/ Reseller/ Distributor · 31 August 2022Food delivery partnership launched 31 August 2022 where customers can order their favourite 7CAFé food via Shopee platform for doorstep delivery from selected stores.
• My7E 2.0 App EcosystemcoreTechnology or Integration · 8 August 2022My7E loyalty app launched 8th August 2022 available on Android, iOS and Huawei devices. Features include annual birthday reward, exclusive in-app monthly product vouchers, ability to earn and spend points as in-store credit, 3X points for 7-Eleven Brand products, lifestyle rewards from merchant partners.
• Niko Neko MatchaminorStrategic or Co-development Partner · 1 January 2022Artisan beverage partnership at flagship 7CAFé outlet featuring specialty matcha products, offering differentiated premium beverage options in-store.
• Brahims SATS Food ServicescoreStrategic or Co-development Partner · 1 January 2021Food service partnership for Fresh to Go products menu development. Brahims SATS provides food preparation and supply chain expertise for ready-to-eat meal offerings at 7-Eleven stores.
• Shopee PaycoreTechnology or Integration · 1 January 2021E-wallet payment acceptance partnership enabling Shopee Pay digital payments at all 7-Eleven Malaysia outlets nationwide.
• Boots UKminorChannel Partner/ Reseller/ Distributor · 1 January 2021Exclusive partnership to sell Boots UK's No.1 skincare products at 7-Eleven stores in Malaysia, expanding personal care offerings with trusted international brand.
• Caring Pharmacy Group BhdminorStrategic or Co-development Partner · 1 December 2020Acquisition of Caring Pharmacy Group Bhd in 2020 marking 7-Eleven Malaysia's expansion into pharmacy retail segment.
• FoodpandacoreChannel Partner/ Reseller/ Distributor · 8 May 2020Delivery service partnership launched 8 May 2020 enabling customers in selected 7-Eleven stores to order via Foodpanda platform for home delivery, expanding reach beyond physical store foot traffic.
• Ninja VancoreChannel Partner/ Reseller/ Distributor · 10 December 2019Logistics partner for Razer Parcel+ services launched 10 December 2019, providing last-mile delivery and collection services at 7-Eleven store locations.
• Logistics Worldwide Express (LWE)coreChannel Partner/ Reseller/ Distributor · 6 November 2019First logistics partner for Razer Parcel+ services in 7-Eleven stores in Malaysia launched 6 November 2019. LWE provides cross-border logistics capabilities for parcel collection and delivery services.
• Touch n' Go eWalletcoreTechnology or Integration · 31 October 2019Mobile wallet payment acceptance partnership launched 31 October 2019 enabling Touch n Go eWallet payments at all 7-Eleven Malaysia outlets nationwide.
• Radiant Globaltech BhdcoreTechnology or Integration · 21 June 2019Retail management partnership to implement Radiant Globaltech's AX Retail B2B portal nationwide on 21 June 2019, providing integrated retail management solutions across all 7-Eleven stores.
• Tiangseri MalaysiaminorChannel Partner/ Reseller/ Distributor · 19 December 2018Franchise programme expansion partnership with Tiangseri Malaysia announced 19 December 2018 to support and grow the 7-Eleven franchise network.
• Perbadanan Tabung Pendidikan Tinggi Nasional (PTPTN)minorChannel Partner/ Reseller/ Distributor · 14 September 2018Loan repayment service partnership launched 14 September 2018 enabling PTPTN education loan repayments in cash at 7-Eleven stores nationwide with minimum amount RM10.
• Razer PaycoreTechnology or Integration · 4 July 2018E-wallet service partnership launched 4 July 2018 enabling Razer Pay digital payments at all 7-Eleven stores nationwide, expanding digital payment options for customers.
• MOL AccessPortal Sdn BhdcoreTechnology or Integration · 10 January 2018First retailer to launch One2pay Mobile Wallet Acceptance in 7-Eleven stores nationwide on 10 January 2018, enabling MOL mobile payment services.
• Tenaga Nasional Berhad (TNB)minorChannel Partner/ Reseller/ Distributor · 14 September 2017Electric bill payment service partnership rolled out 14 September 2017 enabling TNB bill payments at 7-Eleven stores nationwide, expanding utility payment services.
• AlipaycoreTechnology or Integration · 22 May 2017First Malaysian retailer for Alipay Mobile Wallet Acceptance launched 22 May 2017, enabling Chinese tourists and Alipay users to pay at 7-Eleven stores nationwide.
• Lazada MalaysiaminorChannel Partner/ Reseller/ Distributor · 11 May 2017Over-the-Counter Payment Service partnership launched 11 May 2017 allowing Lazada customers to make cash payments at 7-Eleven stores for online purchases.
• BOXitminorChannel Partner/ Reseller/ Distributor · 19 May 2016Parcel Locker Service partnership launched 19 May 2016 at selected 7-Eleven stores providing automated parcel collection lockers for convenient customer pickup.
• BookXcessminorStrategic or Co-development Partner · 1 January 2016Partnership with BookXcess at flagship two-storey 7CAFé outlet in Bandar Puteri Puchong (2022), creating unique retail experience combining convenience store with bookstore elements.
• Touch 'n Go and MOL (Strategic Relationship)coreStrategic or Co-development Partner · 1 January 2014Strategic relationship established 2014 with Touch n Go and MOL for mobile wallet and reload services, later expanding to include One2pay and Touch n Go eWallet acceptance.
• Telecommunications Providers (Celcom, Digi, Maxis, U Mobile)coreChannel Partner/ Reseller/ DistributorMobile reload services partnership with major telco providers enabling customers to purchase reloads, starter packs, and bill payments at 7-Eleven stores. Wide range of reload options available.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Seven & i Holdings (7-Eleven Inc. parent): Japanese parent of 7-Eleven USA and global brand licensor. Relevant as the counterparty to 7-Eleven Malaysia's Area License Agreement and as a broad incumbent benchmark for convenience retail scale.
• AEON Co. (M) Bhd: Operates AEON Big hypermarkets, AEON MaxValue supermarkets and related formats across Malaysia. Competes for basket share with 7-Eleven on groceries, fresh food, and household essentials through smaller-format stores.
• Lotus's Malaysia (formerly Tesco Malaysia): Large modern-grocery chain with physical stores and online delivery. Competes for weekly vs. convenience trips and overlaps with 7-Eleven on private label, fresh food, and delivery partnerships.

Direct peers

• FamilyMart Malaysia: Japanese convenience chain (under Lawson Inc.) operating outlets in Malaysia, offering similar 24-hour service, ready-to-eat food, and bill payment services that overlap directly with 7-Eleven's proposition.
• Lawson Malaysia: Japanese convenience retailer with operations in Malaysia. Comparable store format, 24-hour service, fresh food, and loyalty programme provide direct competition for 7-Eleven's target urban consumer.
• 99 Speedmart Holdings Bhd: Malaysia's largest mini-market chain with 2,000+ outlets focused on daily essentials at ultra-competitive price points. Directly competes with 7-Eleven on convenience, location density, and neighbourhood basket share.
• KK Super Mart: Malaysian convenience store chain rapidly scaling nationwide with a price-led value proposition in similar small-box formats, directly challenging 7-Eleven in suburban and secondary locations.
• MyNEWS Holdings Berhad: Operates the MyNEWS and CU Mart convenience store chains across Malaysia, directly competing with 7-Eleven on 24-hour urban locations, ready-to-eat food, and café-style formats. Closest like-for-like competitor in Malaysian c-store retail.

Others

• Caring Pharmacy Group Bhd: Wholly-owned subsidiary of 7-Eleven Malaysia Holdings since the 2020 acquisition. Provides pharmacy retail adjacency rather than direct c-store competition; relevant for category extension and cross-merchandising synergies.

Regional players

• CP All (7-Eleven Thailand): Operates 7-Eleven Thailand under area license and runs the leading Southeast Asian c-store benchmark. Useful regional comparable for unit economics, foodservice innovation, and service-led monetisation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/7elevenmalaysia
• YouTubeyoutube.com/channel/UCE3Uw8YvqbylqkBKhn7Fv-g
• Facebookfacebook.com/7ElevenMalaysia
• Instagraminstagram.com/7elevenmalaysia
• TikToktiktok.com/@7elevenmalaysia_official
• LinkedInlinkedin.com/company/7elevenmalaysia

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 7-Eleven