7-Eleven Tests App for Ordering, Delivery, In-Store Pickup

Jackson Lewis, Associate Editor

IRVING, Texas -- 7-Eleven Inc. is testing on-demand ordering for delivery or in-store pickup at select Dallas stores with its new 7-ElevenNow (7Now) smartphone app.

Currently being tested in 10 downtown and uptown 7-Eleven stores, 7-ElevenNow is expected to roll out to other U.S. locations in 2018. Customers in the Dallas area who sign up for the new service will receive free delivery on their first order. The app can be downloaded from Google Play or Apple app stores.

“Today’s digitally savvy consumer expects a wide range of options right at their fingertips, and 7-Eleven is delivering on that promise,” said 7-Eleven Chief Digital Officer Gurmeet Singh. “We continuously ask our consumers how we can make their lives better, and 7-ElevenNow is a proprietary solution to their on-demand needs. The app will enable our customers to get the products they want, when and where they want them, quickly and conveniently. This is redefining convenience.”

Click through for more information on the 7-ElevenNow app and what it means for the convenience-store chain …

What does it do?

When ordering items through 7-ElevenNow, 7-Eleven customers can choose to receive direct delivery to their location or pick up their prepared order at the participating store of their choice within the 7-ElevenNow footprint.

A selection of snacks, cosmetics, gift cards, home goods, beverages and hundreds of other products are available for purchase on the app.

How does it work?

To use the 7-ElevenNow interface, shoppers open the application and choose which option they prefer: delivery or pick up.


If delivery is selected, the app will auto-locate the nearest participating store and, once the order is placed, send it to a courier service. The courier then picks up the customer’s prepped products at the store and delivers them to the customer’s location.

Pick Up

If shoppers choose pick up, they select the items they want as well as the store they prefer for pick up. The order will be waiting for them at the register.

Customers can pay for both delivery and pick up via the app.

7-Eleven’s digital transformation

7-ElevenNow is one of several new services implemented by the 7-Eleven digital team as part of a companywide digital transformation, which includes the technology customers experience, as well as the technology that works behind the scenes.

Other recent digital releases include the recent expansion of the 7Rewards app-based customer loyalty program, now available on a wider range eligible purchases, and the launch of 7 Eleven Bot on Messenger, which allows consumers to engage with the brand from within Facebook.

Other customer-centric 7-Eleven innovations include the expanded availability of Amazon Lockers for in-store package pickup, Amazon Cash in more than 8,000 locations, and BillPay, an app powered by PayNearMe, to help cash users pay for a variety of bills at 7-Eleven stores.

Irving, Texas-based 7-Eleven Inc. operates, franchises or licenses more than 61,000 stores in 17 countries, including 10,900 in North America. It ranked No. 1 in CSP's 2017 Top 202 list of the largest c-store chains in the United States.