'New Wave Daejeon Dunsan Branch' Opens on the 29th in Daejeon
First Franchise Application Case... Aiming to Become a Regional Hub
Seven Eleven announced on the 31st that it opened 'Seven Eleven New Wave Daejeon Dunsan Branch' in Dunsan-dong, Daejeon City on the 29th. This is the first franchise application case following the directly managed 'New Wave Origin Branch' located in Gangdong-gu, Seoul.
'New Wave' is this year's core project symbolizing Seven Eleven's new leap and transformation. Through thorough commercial area analysis, customer-tailored products are arranged from food to fashion and beauty, and by leading with modern sensibility in space design, it aims to build a bright and trendy brand image and enhance franchise competitiveness.
The previously opened directly managed 'New Wave Origin Branch' showed actual sales approximately four times higher than general stores. Located between office and residential commercial areas, the MD was composed considering the users of each commercial area, targeting precise customer segments. Sales of core categories such as food, ready-to-eat meals, and alcoholic beverages were up to 12 times higher than general stores, while fresh products and beauty items were 16 times and 9 times higher, respectively.
Seven Eleven plans to operate the New Wave Daejeon Dunsan Branch based on various operational know-how, product trends, and customer consumption data. The New Wave Daejeon Dunsan Branch is located on the main street of Dunsan-dong, the largest downtown area in Daejeon. It is a representative cultural and entertainment commercial area densely populated by young floating populations in their 20s and 30s.
Accordingly, the counter is designed as a food court type, creating a food station where customers can see and purchase Seven Eleven's representative ready-to-eat products such as instant pizza, roasted sweet potatoes, coffee, chicken, and bead ice cream at a glance. Reflecting the characteristics of the cultural and entertainment commercial area, a beauty corner and wine & liquor zone are also prepared. The beauty corner displays about 10 products from 8 brands, focusing on basic cosmetics such as cleansing and toners from brands like Manyo Factory, Senka, and Tony Moly.
Seven Eleven plans to expand the franchise strategy of the New Wave model nationwide, starting with the New Wave Daejeon Dunsan Branch. Previously, to expand franchises, the 2025 Seven Eleven product exhibition spaces held on the 5th and 20th in Seoul and Busan respectively were planned with the New Wave model and introduced to franchise owners nationwide.
Park Sewon, head of Seven Eleven's Development Strategy Team, said, "The New Wave Daejeon Dunsan Branch is the first case in the New Wave franchise form and will be an important key point for full-scale nationwide expansion. We plan to expand customized franchises tailored to each commercial area considering individual tastes and experiences and develop them as Seven Eleven's unique differentiation point."
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