7-Eleven Launches Subscription-Based Service

For $5.95 a month, users receive free delivery and products, plus double 7Rewards.

January 20, 2022

7 Eleven Gold Pass

IRVING, Texas—7-Eleven has introduced a subscription service, offering free delivery, products and rewards, according to a news release. The 7NOW Gold Pass is available now for $5.95 a month, and 7-Eleven says the subscription pays for itself in about three delivery orders per month.

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. If subscribers are also a member of 7-Eleven’s reward program 7Rewards, they will earn double the rewards when they order delivery using the 7NOW Gold Pass service.

7-Eleven is offering the subscription service for 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 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."

Subscription services are being utilized frequently by restaurants and retailers. Earlier this month, Taco Bell debuted the Taco Lover’s Pass, a digital taco subscription service, which gives users a taco a day for 30 consecutive days at participating U.S. locations for $10. Salad chain Sweetgreen announced it's rolling out a pilot salad subscription program called Sweetpass that allows subscription members to receive $3 off their purchase of $9.95 or more each day for $10 a month.

Panera Bread’s loyalty program is subscription based and focused on unlimited coffee and hot tea for $8.99 a month plus exclusive rewards for subscribers, but many subscribers don’t leave the restaurant with just a cup of coffee because Panera is focused on the cross-sell and the upsell. It’s also a simple and transparent loyalty model.

NACS Daily reported that loyalty programs boost visits and spend for retailers. A report by Paytronix Systems Inc. found that most Paytronix loyalty programs consistently boost visits and spend by 18-30% for each program member.

NACS Magazine dove into loyalty programs and how they can provide convenience retailers with critical consumer insights and a competitive edge in “Just Rewards.”