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7 Eleven bolsters coffee product to target untapped segment

From www.marketing-interactive.com

Many people can’t get up without their caffeine fix in the morning, and 7-Eleven Hong Kong is betting big on its upgraded no-frills Arabica coffee offering at its 260 stores to serve those needs.

While independent artisanal cafes and chained coffee shops are booming in Hong Kong, the coffee obsession has reached a new peak in the city.

7-Eleven Hong Kong sees this potential and has unearthed a segment that has never been catered to before – for the coffee drinkers who look for a quality and freshly ground coffee at a reasonable price but do not need fancy features.

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