7CAFé: 7E’s largest flagship store features mini bookstore and artisan beverages


7-ELEVEN Malaysia Holdings Bhd (7E) has partnered Niko Neko Matcha and BookXcess Sdn Bhd to launch its two-storey flagship store 7CAFé in Bandar Puteri Puchong, Selangor, equipped with a mini bookstore and artisan beverages.

Measuring more than 6,000 sq ft, this outlet is 7E’s largest in the country that includes a mini bookstore concept from BookXcess, and also serves the brand’s popular hot food and Slurpee — complemented by Niko Neko Matcha’s desserts and cakes.

It also sells its own merchandise, beauty and personal care items, and these new features aim to improve shopping experience and lifestyle convenience.

According to 7E co-CEO Tan U-Ming, they wanted to collaborate with local businesses which suit the lifestyle that they want to portray, along with the 7CAFé brand.

Therefore, Niko Neko Matcha serves matcha drinks and matcha-infused pastries or desserts using high-quality matcha, whereas BookXcess —a brand known for its heavily discounted books — has upped its game in creating bookstores that are different, including the one at 7CAFé. They are both a good fit for the cafe’s brand.

Tan also shared 7E’s challenges in coming up with the concept.

Customers at the 2-storey flagship store 7CAFé. Measuring more than 6,000 sq ft, this outlet is 7E’s largest in the country, with a mini BookXcess bookstore and Niko Neko Matcha pop-up cafe

“Last year was a good year of reflection for us. As an organisation, there was a lot of soul searching and this is a product of all that hard work.

“There were many late nights with the management team, sometimes up to 1am to 2am. They weren’t very happy with it, but this is all a combination of what we see now,” he said during the launch.

There are a total of 28 7CAFés, all of them can only be found in the Klang Valley for now, and this Puchong cafe is 7E’s 25th branch.

Meanwhile, 7E’s co-CEO Wong Wai Keong explained that their counter food has an American theme with a local twist, while Croffle, which can be ordered in either sweet or savoury flavours, is a fan-favourite.

“Over at the chiller section, we have products like ready-to-eat meals, onigiri, sandwiches, as well as desserts, giving our customers a wide array of options.

“At our stores we have a wide array of products. We will give our customers the option to come to and shop in our stores, as well as a reason to keep coming back,” Wong added.

The large capacity of Puchong’s flagship store enables them the flexibility to provide more to 7E’s customers.

“This store is also designed to have bigger chillers, taller gondolas, ample seating capacity, as well as nicer ambience, with some background music here. (We’re) also pleased to share our collaboration with our strategic partners,” Wong said.

Offering a chic and unique retail experience, 7CAFé Bandar Puteri Puchong has an abundance of products to satisfy customers, who can now dine in and enjoy the atmosphere alongside their family and friends.