7-Eleven Japan revamps its convenience store pizza, but did it ruin a good thing?

7-Eleven Japan has updated its popular in-store pizza, aiming to boost its size and chewiness without raising the price. The Japanese convenience store chain, known for its high-quality hot foods, previously offered a pizza baked in dedicated ovens for a fresh, homemade taste. However, the company recently decided to revamp the pizza, announcing it would be 30% larger and more chewy.

The enhanced pizza launched on September 15th, prompting the reporter to order the Margherita version through 7-Eleven's 7NOW delivery app, priced at 780 yen (US$4.94) alongside a Teriyaki Chicken option at 880 yen.

Upon receiving the new pizza, the reporter noticed the packaging had changed from a slightly octagonal to a plain square shape, suggesting a way to save costs. Despite this, the box still appeared visually appealing. The new pizza turned out to be 23 centimeters (9 inches) in diameter, roughly 3 centimeters larger than the previous version, equivalent to a 15% increase in size and a 30% larger surface area.

The reporter confirmed the size enhancement by biting into the pizza, experiencing a delightful combination of cheese, tomato flavors, and a satisfying chewiness. The dough proved to have increased moisture content, making each bite more addictive and enjoyable. The increased hydration did not compromise the dough's thickness or overall quality.

The reporter praised 7-Eleven's ability to improve the pizza's size and texture while retaining its original price, flavor, and thickness. The pizza now represents a distinct brand offering, establishing itself between a frozen pizza and a specialized pizza restaurant experience. The revamped pizza not only solidifies its position as a top choice among 7-Eleven's hot food offerings but also potentially sets a new standard for convenience store pizzas in Japan.