Seven-Eleven Japan announced that sales of its "SEVEN CAFÉ" have surpassed 50 million cups. In line with this, the company is revising its annual sales target for the first year from 300 million cups (60 cups per store per day) to 450 million cups (83 cups per store per day).

Seven CAFÉ is a self-service drip coffee machine that the company launched in January this year and is currently sold in approximately 8,500 stores. It offers freshly brewed, authentic coffee served in a dedicated machine in-store. It offers two sizes of hot and iced coffee: regular (¥100) and large (¥150).

Despite its reasonable price of ¥100, both hot and iced coffees are made with 100% washed, high-grade Arabica beans, carefully double-roasted, and individually paper-dried for each cup. Since its launch, it has garnered high praise as "an unprecedentedly high-quality coffee."

The entire Seven Café, including the design of the dedicated servers and milk placed in stores, was produced by Kashiwa Sato, who has been involved in creative direction for 7-Eleven since 2010. He says he worked on the project with the desire to "enhance the quality of coffee-enjoying time."

As of the end of April, 7-Eleven Japan had already introduced SEVEN CAFÉ to approximately 15,300 stores. It plans to introduce it to almost all 7-Eleven stores nationwide by the end of August this year. It also plans to introduce it to Seven & i Holdings supermarkets such as York Mart and York Benimaru, as well as fast food restaurants in Ito-Yokado food courts such as Poppo.