The convenience store industry is deploying campus-specialized store operation strategies to secure college student customers, who offer insights into Gen Z consumption trends. In addition to securing ample dining space, the companies are differentiating themselves through product assortments and store layouts tailored to the specific demands of each university.
According to distribution industry sources on the 5th, four convenience store chains—GS25, CU, 7-Eleven, and E-Mart24—are differentiating their store spaces and product assortments to reflect the characteristics of university commercial districts. First, GS25 has installed more refrigerated showcases than typical stores to increase the stock of ready-to-eat meals. Maximizing in-store dining space is another feature that distinguishes these locations from standard outlets.
CU specializes in targeting women’s universities, where a clear target demographic of women in their 20s is concentrated. A key characteristic is the focused placement of products catering to this demand at convenience stores within women’s universities such as Ewha Womans University. For ready-to-eat meals, the company prioritizes low-sodium triangular rice balls, low-fat gimbap (seaweed rice rolls), and protein bento boxes, while stocking salads at a level more than 60% higher than in standard stores. The beauty corner features basic and functional cosmetics, skincare products, beauty accessories, and menstrual hygiene products, reflecting the consumption trends of young women.
7-Eleven has also launched university-specialized stores. A representative example is the "New Wave Hanyang University Plaza" store opened within the Hanyang University Seoul campus. The store features a food station selling square-shaped chicken, ready-to-eat pizza, and roasted sweet potatoes, and has added four self-checkout machines around the counter to handle concentrated payment demand during peak hours. Ramen shelves have been expanded threefold compared to standard stores. Additionally, the store stocks products targeting Gen Z demand, such as IP (intellectual property) collaboration items and daily beauty goods.
E-Mart24 is characterized by its cooperation with university student cooperatives. The company operates "Coopsket" stores in partnership with the National Federation of University Student Cooperatives, alongside its own private brands. Coopsket is a collaborative model being promoted for 35 universities registered with the student cooperative federation. A key feature is that it integrates E-Mart24’s products, marketing, and operational systems while maintaining the brand identity of the university student cooperatives. The Coopsket stores also apply E-Mart24’s expertise in operating its HYBE-led stores. To enhance convenience for students, these stores operate with staff during the day and as unmanned facilities late at night.
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