7-Eleven is testing on-demand ordering for delivery or in-store pickup at select Dallas stores with its new 7-ElevenNOW smartphone app, according to a press release.

Currently being tested in 10 downtown and uptown 7-Eleven stores in Dallas, 7-ElevenNOW is expected to roll out to other U.S. locations in 2018. Dallas customers who enroll in the new app will receive free delivery on their first order. The app can be downloaded from Google Play or Apple App stores.

"Today's digitally savvy consumer expects a wide range of options right at their fingertips and 7-Eleven is delivering on that promise," said 7-Eleven Chief Digital Officer Gurmeet Singh in the 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."

When ordering items through 7-ElevenNOW, customers can choose to receive direct delivery to their location or pick up their prepared order at the participating store of their choice within the 7-ElevenNOW footprint. A wide selection of snacks, cosmetics, gift cards, home goods, beverages and hundreds of other products are available for purchase on the app, according to the press release.

To use the 7-ElevenNOW interface, shoppers simply open the application and choose which option they prefer: delivery or pick-up. If delivery is selected, the app will auto-locate the nearest participating store and, once the order is placed, send it to a courier service. The courier then picks up the customer's prepped products at the store and delivers them to the customer's location. If shoppers choose pick-up, they select the items they want as well as the store they prefer for pick-up. The order will be waiting for them at the register. Customers can pay for both delivery and pickup via the app.