"2030 Namseong-i Pan Kiwotda"... Seven Eleven, Last Order Cumulative Sales Surpass 1.6 Million Units

Seven Eleven Last Order Usage Status.

[Asia Economy Reporter Lim Chun-han] Seven Eleven announced on the 7th that the cumulative sales volume of its Last Order service, which offers discounted sales of products nearing their expiration date, has surpassed 1.6 million units, with waste reduction savings exceeding 4.5 billion KRW based on sales price.

In February 2020, Seven Eleven became the first in the industry to launch the Last Order service in partnership with ‘Miro,’ a top startup company invested in by Lotte Ventures' startup fund. The service is currently operated in about 10,000 stores nationwide, covering approximately 5,000 items including lunch boxes, triangular kimbap, and beverages.

The main customers of Last Order were males in their 20s and 30s. An analysis of sales over the past two years showed that this age group accounted for 60% of sales, with a gender ratio of 7:3 favoring males overwhelmingly.

The product category generating the highest sales was lunch boxes and triangular kimbap, accounting for 45% of total sales. This was followed by prepared breads such as sandwiches and hamburgers, then beverages and snacks. By time of day, usage frequency was highest during the evening hours (39.2%), with demand peaking between 6 PM and 8 PM as the disposal time for lunch boxes and sandwiches (8 PM) coincided with customers seeking light dinners or late-night snacks.

By region, 65% of total demand was concentrated in the Seoul metropolitan area, including Seoul (38.6%) and Gyeonggi-Incheon (26.4%). Busan-Gyeongnam accounted for 13.5%, Daegu-Gyeongbuk 10.4%, and Gwangju-Jeolla 5.4%. Notably, in Seoul, Gwanak-gu, which has a relatively high density of single-person households, ranked first with 15.9% of total sales, followed by Yeongdeungpo-gu (10.4%), Mapo-gu (9.2%), and Songpa-gu (6.5%).

Seven Eleven plans to upgrade the system in the first half of this year to allow customers to use the Last Order service through delivery services for greater convenience.

A Seven Eleven official said, “Last Order is a win-win service model for both customers and franchise owners, receiving positive responses. It contributes to increasing in-store customers and generating additional revenue, thereby improving franchise efficiency. We will continue to expand the quality and scope of the service to enhance customer satisfaction.”

This content was produced with the assistance of AI translation services.