7-Eleven Launches Subscription Delivery Service

Convenience store chain 7-Eleven last week announced its new 7Now Gold Pass subscription delivery service, which gives customers free delivery on more than 3,000 7-Eleven products. For a monthly subscription fee of $5.95, 7-Eleven customers can order via the 7Now app and get their orders in about 30 minutes, the chain said. Customers with at least $10 worth of items will receive additional benefits, including the option to select a free product. Customers who partake in the loyalty program, 7Rewards, will receive double the rewards when they order using the Gold Pass service.

"Our 7NOW Gold Pass subscription delivery service brings convenience to a whole new level, giving our customers the ability to order what they want, when they want it — and now as often as they want without an added delivery fee," said Raghu Mahadevan, 7‑Eleven senior vice president and chief digital officer. "Whether our customers are ordering their favorite snacks and drinks for a fun night in with friends and family, or keeping their home stocked with everyday essentials, they can have it all with the 7NOW Gold Pass service."

Total Retail's Take: Delivery services appear to be the present and future for grocery shopping, and subscription services seem more popular than ever. Therefore, it makes sense that a convenience store chain like 7-Eleven would combine the two. 7-Eleven first launched delivery through its app in 2018, and has since formed partnerships with other delivery services like Postmates, DoorDash, and Instacart.

Customers now more than ever are demanding their shopping become quicker and more convenient, and 7-Eleven is certainly adapting that trend. Convenience stores are no longer just about making a quick trip to pick up a last-minute, forgotten ingredient or satisfy a caffeine craving. And consumers have grown accustomed to services like rapid delivery, BOPIS, and curbside and contactless pickup, which more convenience stores have begun offering.