7NOW Mobile Ordering Debuts to Redefine Convenience in Japan

7NOW Mobile Ordering allows users to order in-store items such as fried foods and bakery products from Seven Café Bakery through the 7NOW app. Users select a store and items, then complete payment within the app.

Once the order is ready, a notification is sent. Items can be picked up at the store by presenting the order number. As a pickup service, there are no delivery fees or service charges, and prices are the same as in-store. This makes it easy to use as part of everyday shopping.

Prepared items have long been popular, but stores have faced challenges in estimating how much to prepare in advance. With mobile ordering, items are made after an order is placed, helping stores match supply with demand even during unpredictable periods. This approach also helps reduce food loss and missed sales.

The vision centers on the Live Meal concept. This initiative aims to provide the vibrancy of just cooked food including items that are freshly fried or baked exactly when the customer wants them. The service targets busy professionals and families seeking high quality meals without the friction of waiting in line.

At the briefing, Hiroki Takei, Director, Executive Officer and General Manager of the Operations Division, said the feature is intended to address unmet needs while balancing convenience and value.

To support this experience, store counter layouts are being reviewed to improve flow for both customers and staff.

At the event, a demonstration showed that after placing an order on a smartphone, items were ready in about 10 minutes. Pickup at the counter was smooth and efficient.

Takei noted that preparing items based on orders allows customers to enjoy freshly made food even at home.

At the briefing, attendees were served a selection of items available through mobile ordering.

The Mixed Fries remained light and crisp while the chicken tender with plum and shiso provided a refreshing finish. These items highlight the culinary standards that the Live Meal initiative maintains across the network.

Following the launch, Seven-Eleven Japan plans to expand the lineup beyond current offerings. This includes items such as tempura rice bowls prepared using in-store equipment, as well as freshly made Japanese sweets.

7-Eleven operates app based ordering services in markets such as North America and Australia, along with similar offerings under different names in other regions. In Japan, 7NOW Mobile Ordering is designed for store pickup at local 7-Eleven locations.

Whether picking up side dishes for dinner or selecting a favorite bakery item, the service is designed to fit a variety of lifestyles. Following the nationwide launch in April 2026, this new experience is now available at stores across the country, with some exceptions depending on location and product availability.