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7-Eleven launches delivery subscription program

7-Eleven is offering the 7Now Gold Pass subscription program.

The country’s largest convenience retailer is offering no-fee delivery in less than an hour for a monthly price.

7-Eleven is introducing a new subscription delivery service, called 7Now Gold Pass, available through its 7Now delivery app. For $5.95 a month and no added delivery fee, customers can receive unlimited deliveries, typically in about 30 minutes.

[Read more: 7-Eleven debuts mobile delivery app in ‘the city that never sleeps’]

With the new service, customers can get their delivery fee waived on a choice of more than 3,000 7-Eleven products, including hot, fresh food and drinks, household items, snacks, and groceries. 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.

According to 7-Eleven, the 7Now Gold Pass service pays for itself in about three delivery orders per month. In addition, subscribers with a basket subtotaling at least $10 will receive extra benefits, including the option to select a free product. And members of the 7Rewards loyalty program in the 7-Eleven will unlock double the rewards when they order delivery using the service. The first 14 days of 7Now Gold Pass membership are free.

7-Eleven has been expanding its delivery offering in a variety of ways. In December 2021, the retailer partnered with autonomous vehicle company Nuro in an autonomous delivery pilot in Mountain View, Calif. Customers in the service area can place orders through the 7Now app to have their products brought to them by a Toyota Prius equipped with Nuro’s self-navigation technology.

The retailer has also entered partnerships with seven different on-demand delivery platforms, and in May 2021 expanded the range of deliveries it offers via Instacart. In addition to Instacart, 7-Eleven offers delivery via Uber Eats, Grubhub, Postmates, DoorDash, and Google, as well as through regional same-day provider Favor in Texas. In November 2021, 7-Eleven began offering delivery of alcoholic beverages from over 1,200 stores across 11 states via the Drizly specialized alcohol delivery platform.

"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 VP 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."   

Based in Irving, Texas, 7 Eleven Inc. operates, franchises and/or licenses more than 71,100 stores in 17 countries, including more than 14,000 stores in the U.S. and Canada. In addition to 7–Eleven stores, 7–Eleven Inc. operates and franchises Speedway, Stripes, Laredo Taco Company, and Raise the Roost Chicken and Biscuits locations.

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