Exclusive video interview: Yoep Man, CEO 7-Eleven, DFI Retail Group – in Hong Kong

Global Convenience | 11 Dec 2025

With our search for the ‘Smartest Store in the World’ 2026 well underway – Dan Munford, Insight Research & GC CEO, recently visited 7-Eleven Hong Kong, and was hosted by Yoep Man, Chief Executive Officer, 7-Eleven, DFI Retail Group (Hong Kong, South China and Singapore). Yoep spoke with Dan, as they get ready to enter ‘Smartest Store’ 2026.

During their conversation, Yoep shared the strategies driving 7-Eleven’s growth and innovation in Hong Kong—a market where the company has a long-standing presence and operates 1,085 stores, securing a significant share of the retail landscape. He highlighted three core elements shaping their future development plans: revitalizing stores, upgrading product assortments, and leveraging technology and data.

Key Learnings:

  • Store Rejuvenation: 7-Eleven is undertaking a comprehensive store revamp program designed to rejuvenate the brand. The ambitious plan involves having all 1,085 stores in Hong Kong upgraded within the next three years. Learnings from new concept stores are being applied across the estate and even in other operational markets, including Macau, China, and Singapore.
  • The Power of Loyalty: The discussion highlights the enormous success of the yuu loyalty program, which was launched slightly over five years ago. With an impressive 70% of the Hong Kong population active on the app, the program is invaluable for understanding customers better, allowing the company to provide the right solutions in assortment and store design, and build deeper connections.
  • Food Venue Dominance: Food is extremely important to 7-Eleven, with slightly over one-third of customers currently purchasing Ready-to-Eat (RTE) items. The core strategy is to boost RTE penetration to 50%, representing a huge upside. The business has invested heavily over many years in RTE to create an assortment—including chilled and hot options—that is carefully tailored to the local Hong Kong customer’s flavour profile. This focus has already seen RTE penetration increase by 600 basis points, which has positively impacted profit.
  • Strategic Technology Investment: Technology plays a critical role in enabling better customer service, and investments are carefully made to ensure returns for shareholders. Technology implementation focuses on both back office services for team members and front-facing engagement with customers through the 7-Eleven app, yuu loyalty program, or in-store screens. Yoep Man emphasizes making targeted investments in AI where it truly matters, rather than using it merely to “tick a box”.

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