Seven‑Eleven Japan began rolling out its “Freshly Finished Noodles In‑Store” offering on October 22 at select locations in Saitama Prefecture, and will gradually expand it to around 40 stores.
When frozen noodles are set in the machine, they are finished to restaurant quality in about 90 seconds. By achieving freshly made quality, which had been difficult with chilled or cup noodles, the company aims to capture new demand, including at night. As customers operate the machine themselves, the initiative combines high added value with labor saving. Selling the product in frozen form is also expected to reduce waste.
The “STEAMA” steam‑cooking robot developed by SoftBank Robotics is characterized by its ability to actually “cook,” unlike the defrost function of a standard microwave. After frozen noodles are set and a button is pressed, a nozzle automatically pierces the film, simultaneously stirring and applying high‑temperature, high‑pressure steam. By combining boiling and steaming, it compensates for starch deterioration caused by freezing and delivers firm, smooth noodles. Toppings such as chashu pork are wrapped in a moisture film so that heat does not penetrate all at once, resulting in a plump and juicy finish.
After cooking, the machine sterilizes and cleans with high‑pressure steam for about 20 seconds, removing any residue. Its proprietary technology also seals in aromatic components, allowing customers to enjoy taste, temperature, aroma, and texture at a quality comparable to specialty noodle shops.
Toshiya Akamatsu, senior merchandiser in the Product Division’s Next‑Generation Product Development, commented, “Chilled noodles can take as long as seven minutes to heat in some cases, but with STEAMA we can serve a restaurant‑quality bowl in 90 seconds. Looking ahead, we hope to expand the value of a new experiential ‘live’ feeling and deliciousness, with an eye to applications for pasta and risotto as well.”
After verifying cannibalization and synergistic effects with existing products at the pilot stores, the company aims for rapid expansion centered on Saitama. “People were surprised by the coffee machines at first, but they are now widely accepted. We hope customers will use “Freshly Finished Noodles” in a variety of situations as well,” he added. The lineup consists of five items: “Soy Sauce Ramen,” “Miso Ramen,” “Pork Bone Soy Sauce Ramen” (630 yen each), “Taiwan Mazesoba” (593 yen), and “Meat Udon” (560 yen).
