In this episode of BCG Business & Beyond, Sanjay Chari sits down with Fiona Hayes, CEO and MD of 7-Eleven Australia, to unpack how one of the country’s most recognisable convenience brands is reinventing itself. Fiona discusses the shift from fuel-led missions to a food and beverage-led offer, why supermarkets and convenience retailers are converging, and how 7-Eleven is reshaping customer perception through store upgrades, product innovation and its new “Anytime is 7-Eleven time” brand platform.​

She shares practical examples of what customers are demanding today, the rise of delivery as a core channel, and how Gen Z trends are reshaping drinks and snacking. Fiona also dives into AI use cases already live in stores, including automated stock ordering and agentic AI tools that support 8000 frontline team members.​

Finally, she opens up about her 30-year career from call centres to the CEO role, how she stays energised at 5:30 am training sessions, and the leadership habits that help her build resilient teams and navigate major transformation.​

BCG maintains a professional relationship with the company represented by today’s guest.

Chapters:

00:34 - Introducing Fiona Hayes and the modern 7-Eleven​

02:09 - How convenience has evolved in Australia​

04:03 - Intensifying competition and sector convergence​

05:31 - What today’s ANZ customers expect​

07:08 - Inside 7-Eleven’s purpose, ambition and growth strategy​

10:01 - Food and beverage as the future of convenience​

12:08 - Changing customer perception of 7-Eleven​

15:49 - Product innovation, testing and global inspirations​

20:11 - Localisation, franchisees and store-level agility​

23:46 - Digital engagement, loyalty and the rise of delivery​

27:34 - Partnerships, people and the success ecosystem​

29:02 - How 7-Eleven is applying AI across the business​

37:42 - Fiona’s career journey, adaptability and growth​

55:23 - Personal sustainability, leadership and career advice