7-Eleven brings in Old Chang Kee curry puff-inspired sandwiches, prawn noodles and more in new hawker collab

Convenient store chain 7-Eleven Singapore will be collaborating with 11 homegrown food brands for its new “Dabao Flavours of Singapore” menu that aims to allow individuals to conveniently satisfy their cravings for local favourites at their nearest 7-Eleven store.

The collaboration includes an Old Chang Kee curry puff-inspired sandwich, laksa from Killiney Kopitiam, prawn noodles from Beach Road Noodle House and Chef Arifin’s korma curry with rice to name a few.

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“Whether it’s the fiery Ayam Belado with Nasi Kuning from Rumah Makan Minang or the aromatic Yuan Yuan claypot rice – there’s no need to go on a cross-country food hunt to enjoy your favourite local must-eats – now you can simply “dabao” and go, anytime, anywhere,” said the brand in a statement.

As part of its “Dabao Flavours of Singapore” campaign, 7-Eleven has also released short films that feature the hawkers and chefs they are collaborating with as they try the ready-to-eat versions of their meals with the slogan “you know the brand, you love the taste, now get it anytime you want from 7-Eleven”.

"We want to give customers a glimpse of the hard work and stories behind some of Singapore’s favourite local brands and highlight how both 7-Eleven and local hawkers share a passion for offering customers the best-tasting food of good quality yet at affordable prices," said a spokesperson for 7-Eleven to MAKRETING-INTERACTIVE.

"Through our videos on social media, we hope to attract more interest from younger demographics in local hawker culture and give them an avenue to try these foods through the convenience of 7-Eleven’s extensive network," they continued.

The first film which has been released on the convenience store's social media platforms, features Masterchef Singapore finalist Aaron Wong’s signature Ban Mian which Wong mentioned uses different protein but retains the flavour his dish is known for.

The five-part series is also set to feature Justin Lee who is known for his prawn noodles at Beach Road Noodle House and Raymond Seah from Yuan Yuan Claypot Rice to name a few, with an episode being released each week.

Till 5 September 2023, “Dabao Flavours of Singapore” will span social, store-front and in-store point-of-sale assets while also leveraging on reviews from social media influencers on its products.

To commemorate the collaboration, consumers who purchase any of the items included in the Dabao Flavours of Singapore menu, will get 30 cents off grass jelly from First Brew.

7-Eleven has been looking to upgrade its offerings in recent months. Recently, in Hong Kong, 7-Eleven's sub-brand 7-SELECT harnessed AI technology in its latest campaign video, featuring ERROR boy band member Dee Gor as 7-SELECT’s first spokesperson.

Done in collaboration with media agency PHD, local creative agencies SO DON'T BORE, Serif, Kids & Dogs, production company Film Factory and post-production firm Seesaw, the "Explore the Foodie-verse. Anytime Anywhere" is inspired by AI and the power of big data. It aims to communicate the convenience of 7-SELECT's products to youngsters' fast-paced lifestyles.

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