Business & Beyond Convenience Redefined | Fiona Hayes (CEO & MD, 7-Eleven Australia)
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