Revenue (¥ bn, bars) · net margin (%, line)
Source: securities reports
FY1973 · unconsolidated
Revenue$310M
Net income$5M
Net margin1.8%
→
FY1985 · unconsolidated
Revenue$3.8B
Net income$74M
Net margin1.9%
The next source of growth came from outside the parent. In 1973 Ito-Yokado tied up with America’s Denny’s to enter restaurants and, in November, licensed the Seven-Eleven convenience format from the Southland Corporation at a royalty of just 0.5% of sales. Where American Seven-Eleven had grown from 500 to 5,000 stores between 1955 and 1965, Japan’s convenience trade lagged some twenty years behind — a gap Ito read as room to grow. In May 1974 the first store opened in a converted liquor shop in Toyosu, Tokyo, and the format spread by converting existing liquor-licensed stores. Choosing franchising over company-owned outlets let headquarters carry product development and logistics while leaving small shopkeepers their livelihood.
The subsidiary grew at five times the parent’s pace. Signing up franchisees district by district, Seven-Eleven passed 100 stores in 1976 and 500 in 1978 — 591 within five years of its first store, against the 27 general merchandise stores the parent had built over twenty years. Applications flooded in, and the speed of expansion bred friction with local shopping streets, so sharp that a 1978 stand-off in Tokyo’s Koto Ward drew police to keep order between opponents and store-side guards. Through the 1980s Seven-Eleven added coffee, boxed lunches, hamburgers and sandwiches for immediate eating and reached 1,600 stores by 1983, splitting each store’s gross profit so that headquarters took 45% — a partnership the press likened to a three-legged race.
Above all, the network became an engine for information. By 1985 the trade press noted that Seven-Eleven, armed with data on new consumer needs, had begun to seize the initiative in product development; POS and single-item management put purchasing decisions in headquarters’ hands. In 1989 the company overhauled its manufacturing and delivery to establish joint distribution and freshness management — and, having taken a capital stake in 1986 in the American Seven-Eleven it once merely licensed, it passed 10,000 domestic stores by 2003. Convenience, not the parent’s supermarkets, had become the core of group profit.