A long queue waited outside the first 7-Eleven Vietnam convenience store before it opened for trading at 6am today in Ho Chi Minh City.
As well as 2000 products typical of the international brand, the 1800 sqft ground-floor store at Saigon Trade Center has a range of items special to Vietnam.
There are separate sections for drinks, snacks, bakery, daily necessities and meals prepared daily, including Western, Vietnamese and other Asian-cuisine lunch boxes.
7-Eleven senior VP and head of international Ena Williams says the US company worked closely with master franchisee Seven System Vietnam (SSV) and Seven-Eleven Japan to ensure the new store offers the products expected from the brand as well as local favourites.
Mobile payments are accepted at the store, which offers ATM and BillPay services, as well as free Wi-Fi internet connection and dine-in seating. Customers can download its 7Rewards app to gain points from each purchase and be advised of promotions.
A soft opening on Sunday was attended by US ambassador to Vietnam Ted Osius.
Meanwhile, SSV is seeking more franchisees and promises more stores soon for Ho Chi Minh City.
Founded in Texas in 1927, 7-Eleven has more than 60,000 stores across 19 countries now Vietnam has come aboard. Since 2004, 7-Eleven has become a wholly owned subsidiary of Seven Eleven Japan (SEJ), which is in turn held by Seven & I Holdings.