IRVING, TX – Home delivery and in-store pick-up is the new way to grocery shop, and retailers big and small are launching services across the country to meet demand. Hopping on the bandwagon of the grocery delivery craze, 7-Eleven is testing on-demand ordering for delivery or in-store pickup at select Dallas locations with its new 7-ElevenNOW smartphone app, with plans to roll out delivery in other U.S. locations in 2018. Embracing the digital transformation rocking the food industry at large, 7-Eleven plans to enhance its shopping footprint, as well as consumers’ digital shopping experience, both in-store and out.

“Today’s digitally savvy consumer expects a wide range of options right at their fingertips and 7‑Eleven is delivering on that promise,” said Gurmeet Singh, Chief Digital Officer, in a press release. “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.”

Via the app, customers can choose to receive direct delivery to their location—which, if selected, the app will auto-locate the nearest participating store and send it to a courier service, who then delivers to customers' homes—or pick up their prepared order at the participating store of their choice within the 7‑ElevenNOW footprint. Customers can choose from any of the retailer’s selection of snacks, cosmetics, gift cards, home goods, beverages, and more, as well as pay for both delivery and pick-up on the app.

“7‑Eleven has a legacy of innovation,” said 7‑Eleven President and CEO Joe DePinto. “We have been pioneering new trends in the convenience industry for 90 years. Our company was the first to offer coffee in to-go cups, operate 24/7, and provide a self-serve soda fountain. 7‑Eleven will always look for innovative ways to reach and excite our customers and maintain our leadership position in convenience retailing. Today, that means redefining convenience through digital innovation.”

7‑ElevenNOW is just one of several new services implemented by the 7‑Eleven digital team as part of a companywide commitment to providing value and delight for every customer experience. The digital team is also working on a full stack digital transformation, which includes the technology customers experience, as well as the technology that works behind the scenes to ensure seamless and effortless interactions. For more information about 7‑Eleven’s other innovations, visit 7-eleven.com.

As this new wave of convenience rocks convenience boats, will 7-Eleven hang ten amongst delivery behemoths Amazon and Walmart? AndNowUKnow will continue to report with the latest.

7-Eleven