7-Eleven introduces delivery subscription program

Convenience giant 7-Eleven is ramping up its 7NOW online delivery app with the introduction of 7NOW Gold Pass, a subscription program for $5.95 a month that will waive delivery fees for members.

With the 7NOW Gold Pass subscription, there is no added fee for typically 30-minute delivery of more than 3,000 products, ranging from fresh food and drinks to household items, snacks and groceries. The 7NOW Gold Pass service pays for itself in about three delivery orders per month, according to the Irving, Texas-based operator of more than 14,000 convenience stores in the U.S. and Canada.

"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 SVP 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."   

Subscribers with a basket subtotaling at least $10 will receive additional benefits, including the option to select a free product, such as a free small Slurpee drink. In addition, members of the 7Rewards loyalty program in the 7‑Eleven app will unlock double the rewards when they order delivery using the 7NOW Gold Pass service. New subscribers to the 7NOW Gold Pass program will have a 14-day free trial.

Related:7-Eleven to pilot delivery via robotics-powered vehicles

7‑Eleven launched delivery in 2018 via 7NOW, and the introduction of new offerings such as 7NOW Gold Pass is part of a company-wide commitment to bring value and convenience to every customer experience both in and out of the store, the company said.

All items available for order through the 7NOW app will be available through the 7NOW Gold Pass service throughout the U.S. and real-time tracking lets customers know when to expect their orders.

The 7NOW app can be downloaded from the App Store or Google Play, or by visiting 7NOW.com. Customers can sign up by clicking the the 7NOW Gold Pass banner on the 7NOW app home screen.

In December, 7-Eleven also began testing online order delivery in California using Nuro autonomous vehicles. The pilot in Mountain View, Calif., will mark the first autonomous commercial delivery in the state. Customers in the service area will be able to place orders through the 7NOW delivery app and have their products delivered by bot-powered vehicles.