7-Eleven Trials Mobile Ordering, Delivery App In Dallas Area

7-Eleven, the convenience store operator, is trialing a mobile app that enables customers to place orders and get the items delivered.

According to a report in Engadget, the mobile app — dubbed 7-ElevenNow — enables consumers to order food, drinks and other items and have them either delivered or pick them up in-store. The trial is currently going on with ten stores in and around Dallas, noted the report. It’s not clear how quickly 7-Eleven will move to expand the trial, but it should be rolled out to other locations in the U.S. during 2018, noted the report.

The report noted that by offering mobile ordering and delivery, 7-Eleven can expand the businesses beyond just the neighborhood it is located in — which could lower the need to open more stores, plus improve stores that have slow traffic from consumers.

This isn’t this first move by the convenience operator to expand the stores and draw more traffic. In November, it announced it will carry a makeup line called Simply Me Beauty. The budget-friendly line of makeup is pitched at millennials who want to look good but can’t afford to spend more than $5 a piece for cosmetics. The line features what has been described as “a surprisingly wide variety of options” — all for under $5.

So, what can you grab at the 7-Eleven? Pretty much any product — concealer, brow powder, blush, lipstick, fake eyelashes, eye liner, lip crayon. “If the price is right, that makes it easier to justify. For a millennial working woman wanting to refresh her makeup while grabbing lunch at 7-Eleven stores, Simply Me Beauty is a welcomed offering and is priced just right for her,” noted 7-Eleven Category Manager Elizabeth Joy Pico. The Simply Me Beauty makeup line has already started rolling out to 7-Eleven stores and should be available everywhere soon for beauty lovers on a budget. No word as to whether they will have a free makeup day à la national Free Slurpee Day.