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7-Eleven rethinks 'convenience' in Japan's new normal

More frozen food, less rice balls just part of revamped layout -- the first in 50 years

A 7-Eleven store in Kawasaki features multiple cases for frozen food. (Photo by Takuya Imai)

TOKYO -- Seven-Eleven Japan, the country's largest convenience store chain, has embarked on a major review of what a typical store looks like.

Replacing the "one-size-fits-all" model for the whole country, the company will give more autonomy to each store to redesign itself to cater to the local clientele.

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