Key Facts
• June 11, 2025: 7-Eleven revives $1 rice ball campaign after 5 years.
• All rice balls priced up to $1.70 (pre-tax) are reduced to $1 for 4 days.
• Rice prices have surged, leading to two price hikes for rice balls this year.
• 7-Eleven aims to boost sales and attract customers with affordable pricing.
• Competitors like FamilyMart and Lawson also implement strategies to retain customers.
• FamilyMart offers $0.20 discount coupons for rice balls and $5 discount passes for app users.
• Lawson plans to sell rice balls made from 2023 rice harvest starting July.
• Customers express mixed reactions to discounts, citing affordability and coupon expiration issues.
Summary
7-Eleven has launched a four-day campaign to sell rice balls for $1, marking the return of its popular promotion after five years. This move comes amid rising rice prices, which have led to two price hikes for rice balls this year. The company aims to attract customers and boost sales by offering affordable options. Competitors like FamilyMart and Lawson are also taking measures to retain customers, including discount coupons and new product launches. While customers appreciate the discounts, some express concerns about coupon expiration. The effectiveness of these strategies in retaining customers remains to be seen.
