7-Eleven Launches 7Rewards Loyalty Program

DALLAS — 7-Eleven Inc. launched 7Rewards, a new loyalty platform, on its mobile app. 7Rewards allows customers to receive a free beverage for every six purchased.

Different from some loyalty programs, 7-Eleven counts every beverage its sells — hot or cold — served in a 7-Eleven cup toward the seventh free item. Therefore, consumers can purchase any size of any drink to participate in the program, from a large Chillers iced coffee to a small Slurpee drink. Drink refills also count toward the seventh cup free requirement.

"7-Eleven is a beverage destination for millions of Americans, with over 60 percent of our customers including a beverage with each purchase," said Laura Gordon, 7-Eleven's vice president of marketing and brand innovation. "We know that Millennials like to have plenty of choices and, hands down, 7Rewards offers more beverage variety than any other rewards program."

To participate in the program, customers must use the 7-Eleven app, available in the iTunes App Store or Google Play, and register.

Each time a customer purchases a cup, a cashier will scan the barcode in the app and a "punch" will automatically appear within the app. After receiving six punches, a "You earned a free cup" notification appears in the app.

"We have customers who come in every morning, like clockwork, for a fresh-brewed cup of 7-Eleven coffee, while others regularly treat themselves to a Slurpee or Big Gulp drink," Gordon said. "If you come in every day, scan your 7Rewards app barcode, you can get one free drink a week or even more, and that's our way of saying 'thanks' to our customers and letting them get more of what they want at 7-Eleven."

Dallas-based 7-Eleven operates, franchises and/or licenses approximately 10,500 7-Eleven stores in North America.