Lawson opened its first urban-type mini-supermarket, L Mini Mart, in Kodaira City, Tokyo, on May 28 [1, 3].
The move signals a strategic shift for the retailer as it enters the urban-supermarket market to compete with established low-price city stores like Trial GO and My Basket [1, 2]. By offering groceries at prices lower than those found in typical convenience stores, Lawson aims to capture a different segment of the daily shopping routine.
The first location, situated about 10 minutes from Kodaira Station on the Seibu Shinjuku Line, spans approximately 57 tsubo, or about 188 square meters [1]. The opening ceremony drew a crowd of more than 100 people [1]. To attract early customers, the store offered a vegetable pack for 324 yen in a promotion running through May 31 [1, 3].
Price points at the new format are lower than standard Lawson outlets. Bean sprouts are priced at 30 yen, while tofu is sold for 53 yen [1]. Some rice balls are available for under 100 yen, compared to the roughly 200 yen price point common at typical convenience stores [1].
Lawson President Takemasu Sadahiro said the company is aiming for a store where customers can shop without stress and use the service naturally as part of their daily lives [1].
The company plans to expand this format within the Tokyo metropolitan area by August, with a specific focus on increasing the availability of fresh foods [2]. The new stores integrate self-checkout systems to streamline the shopping experience for urban residents [1, 3].
“Lawson aims to capture a different segment of the daily shopping routine.”
Lawson's entry into the mini-supermarket sector reflects a growing trend in Japanese retail where the line between convenience stores and supermarkets is blurring. By lowering price points and focusing on fresh produce, the company is attempting to insulate itself from the volatility of the convenience sector while directly challenging the dominance of discount urban grocers in densely populated areas.
