What 7-Eleven Sverige does

7-Eleven Sverige operates a chain of approximately 90 franchised convenience stores across Sweden under Reitan Convenience Sverige AB, which is owned by Norwegian parent REITAN and holds the master franchise rights for the 7-Eleven brand from Seven & i Holdings. The Swedish operation was established in March 1984 with its first store on Tomtebogatan, Stockholm. The business serves three customer groups: on-the-go urban consumers seeking food, coffee, and ancillary services; corporate clients procuring catering and coupon solutions via a dedicated B2B channel; and a student and sustainability-conscious secondary persona. Stores are positioned in high-traffic locations including transit hubs, city centers, airports, hospitals, and universities, with many operating 24/7 under the 'Alltid Öppna' positioning, generating more than 60,000 customer interactions daily.

The core product offering centers on freshly prepared food (salads, bowls, wraps, Panini × 7-Eleven range launched April 2026), in-store baked goods, proprietary own-brand coffee (IT'S A BREW and IT'S A SHOT) sourced directly from Lykke Kaffegårdar's farms in Brazil, Peru, and Uganda and roasted in small batches in Stockholm, and a wide assortment of snacks and beverages. Stores also deliver a suite of add-on services: train and bus ticketing (SJ, Flixbus, Flygbussarna), mobile top-up across major Swedish operators, Triss lottery via Svenska Spel, parcel drop-off/collection for PostNord, DHL, and Instabee, and gift cards and PlusGirot cashing. The Corner Club mobile app (iOS and Android) is the primary digital touchpoint, offering digital stamp-based loyalty, VIP tier progression, automatic stamps via card tokenization with payment partner Adyen, and digital receipts retained for one year. Delivery is enabled through an Uber Eats partnership for smaller, spontaneous orders.

The revenue model is multi-stream: in-store retail sales across the ~90-store footprint (the dominant volume driver), franchise and licensing fees paid by independent franchisees to Reitan Convenience for use of brand, concept, procurement, and back-office services, B2B corporate catering and coupon transactions, and indirect monetization via increased visit frequency and basket size from the loyalty app. Marketing is anchored on the app plus Instagram, Facebook, and YouTube channels, with annual flagship activations including the 'Alltid Öppna' Pride campaign in partnership with Regnbågsfonden. Sustainability positioning is reinforced through Science Based Target initiative (SBTi) membership and direct-trade coffee sourcing, and the franchisor is supported by approximately 100 service-office employees across Stockholm, Göteborg, Lund, and Växjö.

Name

7-Eleven Sverige

Legal name

REITAN CONVENIENCE SWEDEN AB

Website

https://7-eleven.se

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

7-Eleven Sverige operates ~90 franchised convenience stores across Sweden under Reitan Convenience, offering fresh food, proprietary coffee, and ancillary services (travel tickets, mobile top-up, parcel, lottery) primarily to on-the-go urban consumers and corporate catering clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Physical retail sales across ~90 7-Eleven stores in Sweden. Products include fresh food (baguettes, salads, wraps, bowls, panini), baked goods (croissants, brownies, cookies, cinnamon buns), hot and cold beverages including proprietary coffee, sausages, snacks, confectionery, and chilled drinks. Also non-food services such as travel tickets, mobile top-up, lottery (Triss from Svenska Spel), postal services, and parcel collection.
2. Franchise Fees: Revenue from franchising model where individual franchisees ('franchisetagare') pay fees to Reitan Convenience for use of the 7-Eleven brand, concept, systems, administrative support (bookkeeping, payroll), store fit-out, and procurement benefits. Reitan handles administrative tasks while franchisees focus on store operations.
3. B2B Corporate Ordering: Corporate customers place bulk orders for breakfast, lunch, and fika catering via email. 7-Eleven prepares tailored orders for delivery or pickup at selected stores. Additional revenue from corporate coupon programs where companies purchase mobile coupons to gift to employees or clients.
4. Loyalty App — The Corner Club: The Corner Club app drives customer retention and increased purchase frequency through digital stamps, Treat rewards, VIP tiers, and personalized offers. Revenue is supported indirectly through increased visit frequency and basket size.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

7-Eleven Sverige operates approximately 90 franchised convenience stores across Sweden, selling fresh prepared food, baked goods, own-brand coffee, snacks, beverages, and a range of ancillary services (travel tickets, mobile top-up, lottery, postal/parcel collection). The Corner Club mobile app supports loyalty rewards, digital receipts, and tokenized card-based automatic stamp collection. The franchise model is owned by Reitan Convenience Sweden AB.

Product overview

7-Eleven Sverige operates a chain of approximately 90 convenience stores across Sweden under a franchise model owned by Reitan Convenience Sverige. The product portfolio consists of a core convenience retail offering built around the physical store format (food, beverages, and daily necessities) supplemented by a mobile app (The Corner Club) with a loyalty/rewards program. Adjacent product lines include proprietary food brands — an own-label coffee line (IT'S A BREW and IT'S A SHOT, sourced via Lykke Kaffegårdar) and a prepared food menu (salads, bowls, wraps, and Panini × 7-Eleven) — alongside a B2B corporate catering service and an extensive range of add-on retail services (travel ticketing, postal/parcel services, mobile top-up, lottery, gift cards, and Plusgirot). The Corner Club app serves as the primary digital touchpoint for loyalty rewards, digital receipts, and coupon management.

Differentiator

Problem solved

Functional benefit

Brands

• The Corner Club: Customer loyalty program offered through the 7-Eleven app, featuring stamps, treats, and exclusive member offers.

Products and services

• The Corner Club (7-Eleven App) 7-Eleven's customer loyalty program and mobile app available on iOS and Android. Members earn digital stamps on purchases (minimum 15 kr per purchase, max 4 stamps/day, 1 stamp per 30 min), receive Treats at the 7th and 11th purchase, and unlock VIP status with 22 stamps within 3 months. The app also stores digital receipts and supports automatic stamps when a registered payment card is used.
• Företagsbeställningar (Corporate Catering) Business catering service for corporate customers ordering food for breakfast, lunch, or fika events. Companies place customized bulk orders for in-store pickup or delivery, with options including freshly made sandwiches, salads, and baked goods. Smaller spontaneous orders are available via Uber Eats.
• Företagskuponger (Corporate Vouchers) Corporate voucher program allowing businesses to send mobile coupons to customers or colleagues for meals or fika at 7-Eleven stores.
• IT'S A BREW / IT'S A SHOT (Proprietary Coffee) 7-Eleven's proprietary coffee brand developed in partnership with Lykke Kaffegårdar. IT'S A BREW is a dark-roast filter coffee (100% Arabica from Brazil, Peru, and Uganda); IT'S A SHOT is an espresso-roasted blend (Arabica from Brazil + Robusta from Uganda). Roasted in small batches using a slow-roast method at the Lykke roastery in Hökarängen, Stockholm.
• Panini × 7-Eleven A food assortment developed in collaboration with Panini Internazionale (a Stockholm-based food company founded in 1991), offering restaurant-quality dishes adapted for 7-Eleven's convenience format. Multi-component, carefully crafted recipes launched April 2026 across all 7-Eleven stores in Sweden.
• Vårt Sortiment (Food Menu — Salads, Bowls, Wraps, Pane Lungo) 7-Eleven's branded food menu including salads (from 99 kr), bowls (69–109 kr), wraps (82 kr), and Pane Lungo sandwiches (82 kr). Named items include Caesar with grilled chicken, Lemon & cumin marinated chicken bowl, and Mozzarella & Prosciutto Pane Lungo. Airport prices may vary.
• Picadeli Salad Bar A build-your-own salad bar component available in select 7-Eleven stores located near universities, hospitals, and transport hubs (e.g., Arlanda Airport, Drottninggatan, Vasagatan, Landvetter Airport, Nils Ericsonplatsen), allowing customers to compose their own fresh salads for takeaway.
• Resor & Biljetter (Travel & Tickets) In-store travel ticket booking service for trains and buses across Sweden and locally, via partnerships with SJ, Flixbus, Flygbussarna, and local public transit operators.
• Post & Paket (Postal & Parcel Services) Postal services including stamps and padded envelopes. In selected stores, 7-Eleven serves as a drop-off point for parcel delivery services including PostNord, DHL, and Instabee.
• Spel & Lotter (Games & Lottery) Lottery ticket sales, with Triss scratch-off tickets from Svenska Spel available in all 7-Eleven stores.
• Telefoni (Mobile Services) Mobile top-up and prepaid SIM card services in partnership with Comviq, Telia, Lyca, Telenor, and Halebop. Also includes prepaid international calling cards via IDT. No subscription fees or binding periods required.
• Presentkort (Gift Cards) Gift cards available in-store for purchase. The assortment and availability vary between stores. Cash payments are not accepted for Paysafe, Paygoo, or iTunes gift cards.
• Plusgirot & Värdeavier In stores that are agents for Kassagirot services, customers can cash PlusGirot payment cards and value vouchers, receive payment via Swish, or use the amount for in-store purchases.

Quantifiable outcome

• 60,000+ customer interactions per day across Swedish stores
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Panini InternazionalecoreStrategic or Co-development Partner · 1 April 2026Product development partnership launching a new food range exclusively at 7-Eleven in Sweden. Panini's chefs and product developers create dishes tailored for 7-Eleven's convenience format, applying the same approach to ingredients, flavors, and craftsmanship as Panini's core restaurant business. Products launched 1 April 2026 across all 7-Eleven stores in Sweden. Panini Internazionale was founded in Stockholm in 1991 and specializes in healthy, freshly prepared meals packaged for takeaway.
• Regnbågsfonden (Rainbow Fund)coreStrategic or Co-development Partner · 1 January 2024Multi-year strategic partnership focused on LGBTQ+ inclusion and rights. Jointly produces the annual 'Alltid Öppna' research report (based on Sifo surveys), runs the 'Historiska priser' campaign (weeks 24–33), and donates proceeds from designated product sales to the fund. In 2024, 2 kr per small brewed coffee sold at West Pride, Malmö Pride, and Stockholm Pride was donated. The collaboration also supports Regnbågsfonden's projects supporting LGBTQ+ persons in countries where they are discriminated against, persecuted, or killed.
• Lykke KaffegårdarcoreTechnology or IntegrationDirect sourcing partnership for proprietary 7-Eleven branded coffee. Lykke Kaffegårdar owns and operates coffee farms in Brazil, Peru, and Uganda in partnership with local farmers, controlling the entire supply chain from farm to roastery. Coffee is roasted in small batches (slow-roast method) at Lykke's roastery in Hökarängen, Stockholm. By cutting out intermediaries, 7-Eleven achieves better pricing and quality while Lykke's sustainable practices are communicated as a brand differentiator.
• PicadeliminorChannel Partner/ Reseller/ DistributorIn selected 7-Eleven stores (primarily in Stockholm, Gothenburg, Jönköping, Linköping, and Malmö), customers can assemble their own salads from the Picadeli counter. Available in specific stores near universities, hospitals, and transport hubs such as Arlanda Airport, Drottninggatan, Vasagatan, Landvetter Airport, and Nils Ericsonplatsen.
• Uber EatsminorChannel Partner/ Reseller/ DistributorDelivery partnership enabling customers to order 7-Eleven products via the Uber Eats platform for home or office delivery in supported areas. Targeted at spontaneous, smaller orders where customers prefer delivery over in-store pickup.
• RåsaftminorOthersFresh juice brand featured as part of 7-Eleven's meal deal promotions (e.g., breakfast combos combining sandwiches, toast, and juice). Sold as a complementary beverage alongside food items.
• GB GlaceminorGTM or Marketing PartnerDuring the Pride season campaign, 2 kr per sold Pride Rocket Pink Lemonade ice cream from GB Glace is donated to Regnbågsfonden, supporting the LGBTQ+ organization's ongoing work.
• Axfood NärlivsminorChannel Partner/ Reseller/ DistributorLogistics partner for 7-Eleven Sverige. Suppliers who are not already listed with Axfood Närlivs should contact them directly. Axfood Närlivs handles distribution of goods to 7-Eleven stores.
• Swedish Match DistributionminorChannel Partner/ Reseller/ DistributorFor tobacco and nicotine products, suppliers are directed to contact Swedish Match Distribution, which handles this category for 7-Eleven stores in Sweden.
• TidsamminorChannel Partner/ Reseller/ DistributorFor press and newspaper distribution, 7-Eleven refers suppliers to Tidsam as the dedicated partner for this category.
• SJ, Flixbus, FlygbussarnaminorChannel Partner/ Reseller/ Distributor7-Eleven stores serve as ticket sales points for train and bus travel in partnership with SJ (rail), Flixbus (intercity coach), Flygbussarna (airport coaches), and local public transport operators. Customers can purchase tickets in-store across Sweden.
• PostNord, DHL, InstabeeminorChannel Partner/ Reseller/ DistributorIn selected stores, 7-Eleven acts as a parcel collection point (ombud) for PostNord, DHL, and Instabee, enabling customers to collect and return online purchases.
• Svenska SpelminorChannel Partner/ Reseller/ DistributorAll 7-Eleven stores sell Triss lottery tickets from Svenska Spel, Sweden's state-owned gambling company.
• Comviq, Telia, Lyca, Telenor, Halebop (Telecom Operators)minorChannel Partner/ Reseller/ Distributor7-Eleven offers mobile top-up (kontantkort / prepaid SIM cards) from major Swedish telecom operators including Comviq, Telia, Lyca, Telenor, and Halebop. Also stocks prepaid calling cards (IDT) for international calls. No subscription fees or binding periods required.
• Science Based Target initiative (SBTi)coreGTM or Marketing PartnerReitan Convenience (parent of 7-Eleven Sverige) has joined the Science Based Target initiative, committing to halve its climate footprint by 2030 in alignment with the Paris Agreement's 1.5°C goal. Working with all suppliers and partners across the value chain to reduce emissions, targeting climate-neutral convenience retail.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Circle K: Global convenience and fuel retailer operating a Swedish store network. Competes directly for on-the-go urban consumers with similar fresh food, coffee, and 24/7 service offerings.
• ICA Nära: ICA's small-format convenience-focused grocery banner across Sweden. Increasingly overlapping with traditional c-stores through extended hours, fresh prepared food, and meal-deal promotions.
• Pressbyrån: Sweden's other dominant convenience-store chain, also owned by REITAN Convenience Sweden AB and sharing the same service-office infrastructure. Closest direct competitor by format (24/7 urban c-stores, fresh food, coffee, services) and the most comparable by scale and customer base.
• Shell Select: Convenience format inside Shell fuel stations in Sweden. Competes for impulse purchases, hot beverages, and ready-to-eat food, particularly at suburban and highway-adjacent sites.
• Hemköp: Axfood-owned urban convenience grocery chain in Sweden with neighborhood locations offering fresh food and meal solutions. Direct competitor in city-center and residential catchments.

Regional players

• Lidl Sverige: German discount grocer with a growing Swedish footprint. Adjacent competitor whose small-format, value-oriented positioning increasingly overlaps with 7-Eleven's value-conscious customer segments.
• Willys: Axfood's Swedish discount grocery banner. Not a direct c-store competitor, but a frequent benchmark for value pricing and convenience-meal positioning in Sweden.
• Espresso House: Sweden's largest coffee shop chain. While not a convenience store, it competes directly with 7-Eleven's own-brand coffee proposition for the daily coffee occasion among Swedish urban consumers.

Broad incumbents

• Coop: Sweden's second-largest grocery retailer with a growing convenience-style format and extended-hour stores. A broad incumbent whose smaller formats increasingly compete with 7-Eleven for urban basket trips.

Emerging players

• Pret a Manger: Premium urban food-to-go chain expanding in Stockholm. Competes with 7-Eleven's premium sandwiches, salads, and bowls — particularly with commuters and office workers in central business districts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCis8jdDl63bUUk3egS5EyGg
• Facebookfacebook.com/7elevensverige
• Instagraminstagram.com/7elevensverige
• LinkedInlinkedin.com/company/7-eleven-sverige

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Sverige