FIRST LOOK: THE 7-ELEVEN AND HEINEKEN CONCEPT STORE OPENS

22/05/21

Esquire Magazine

IMAGE 7-ELEVEN

Tomas Morato’s charm for foodies hasn’t waned and it continues to be an incubator for new concepts thanks to its diverse mix of homegrown as well as international chain restaurants and bars. Recently, Dunkin’ Donuts even came up with its first drive-in standalone concept store with an al fresco rooftop.

On Friday (May 21), 7-Eleven Philippines is opening its first 7-Eleven x Heineken concept store  located in a two-storey building at the heart of QC’s most popular go-to place for after-hour drinks. This is a completely new store which was designed from the ground up which 7-Eleven says it promises to deliver an amazing new customer experience.

PHOTO BY 7-ELEVEN.

We chanced upon this hip-looking concept when one of the company’s executives posted a teaser on Facebook.

We understand that the 7-Eleven x Heineken concept store is the first experience convenience store in the Philippines and brought about by a collaboration between Philippine Seven Corporation, the company behind the 7-Eleven franchise in the Philippines, Heineken Philippines, which brought the Heineken brand to the Philippines in 2016.

PHOTO BY 7-ELEVEN.

There is a cozy bar area where customers can enjoy their beer, along with their snacks. When customers enter the store, they’ll be greeted by the iconic Heineken star from the doors to the ceiling. The posts, shelves, chillers, and all hearken to the familiar brand. A mix-use of stylish and progressive materials and design perfectly complements the urban jungle. 

PHOTO BY 7-ELEVEN.

PHOTO BY 7-ELEVEN.

If you decide to enjoy your Heineken beer right there and then, you will find a cozy chic area on the second floor, a perfect place to relax and unwind. There is even a walk-in refrigerator filled with, of course, more Heineken beers.

Under the current guidelines from the government’s COVID-19 Inter-Agency Task Force, for GCQ (general community quarantine), any form of indoor dining is limited to 20 percent capacity.

7-Eleven says it might take some time for them to assess where to roll out the next site since it will be the first collaboration for the two brands. 

PHOTO BY 7-ELEVEN.

PHOTO BY 7-ELEVEN.

PHOTO BY 7-ELEVEN.

PHOTO BY 7-ELEVEN.

7-Eleven opened its first store in the Philippines in 1984 and now has 2,950 stores nationwide. The company says the possibilities of this type of concept to grow are endless. The convenience store chain grew exponentially together with the growth of BPOs about two decades ago, helping feed the call center workforce literally 24/7. Over the years, it also has introduced numerous innovations and conveniences for the communities it serves—such as digital wallets through the CLIQQ app, bills payments, and even ATMs. 

PHOTO BY 7-ELEVEN.

PHOTO BY 7-ELEVEN.

By being a part of the neighborhood, 7-Eleven is more than just a modern take of the old sari-sari stores in the past. While the store still offers essentials like grocery items and as well as a wide assortment of rice meals and snacks, 7-Eleven has become a familiar landmark and even a meeting place for the members of the community it serves.

The next time you’re in the Tomas Morato area, check out the concept store. 7-Eleven is promoting the store with an exclusive raffle promo from May 21 to June 4. If you buy P250 worth of Heineken products in a single receipt, you can get a chance to win a Samsung A20 smartphone or P1000 Sodexho GCs.