7-Eleven unveils a subscription service

The retailer has enhanced its 7NOW delivery with a 7NOW Gold Pass that saves consumers money on delivery fees of private label, fresh foods and more.
Dan Ochwat
Executive Editor
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A phone near pizza and drink

Fan favorites of 7-Eleven, including its range of own brands and prepared foods, can get items delivered with no delivery fee.

The retailer has upped its mobile program 7NOW with the 7NOW Gold Pass, a subscription service that for $5.95 a month, consumers will have the delivery fee waived and they can order among the more than 3,000 products across the store to be delivered in around 30 minutes.

The Gold Pass subscribers with a basket subtotaling at least $10 will receive such perks as the option to choose a free product, such as a free small Slurpee drink, and 7Rewards members can continue to earn and redeem points on most purchases, including access to doubling the rewards when they order using 7NOW Gold Pass. The service is free for the first 14 days.

“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.” 

7-Eleven introduced delivery in 2018 via 7NOW. All items that can be ordered with the 7NOW app will be available via the 7NOW Gold Pass service across the United States, with real-time tracking to let customers know when to expect their orders. The app can be downloaded from the App Store or Google Play, or by visiting 7-Eleven’s website.

Currently, customers can earn and redeem points on various items in 7-Eleven stores nationwide through the 7Reward loyalty program, which has more than 50 million members; place an order in the 7NOW delivery app in more than 2,000 cities; or go to 7-Eleven for bill payment service, self-service lockers and other convenient services.