Dive Brief:
- 7-Eleven has named digital promotions network Ibotta as its exclusive third-party provider of CPG digital offers, excluding age-restricted items, to the retailer’s apps, according to a Monday announcement.
- Through the Ibotta Performance Network, CPG companies can reach the retailer’s more than 100 million loyalty members across its 7-Eleven and Speedway banners. The partnership is expected to go live in the fall, an Ibotta spokesperson said in email.
- CPGs are increasingly approaching c-store offers in the same way they are grocery coupons. Earlier this year, BP began adding grocery-style manufacturer-funded digital coupons to its Earnify app, a move platform provider Inmar Intelligence called a first of its kind for c-stores.
Dive Insight:
The Ibotta partnership lets shoppers clip Ibotta-powered coupons inside 7-Eleven’s apps. When they make a verified purchase of those items in stores, they get their rewards in the apps as well, according to the announcement. Users can spend their rewards at 7-Eleven and Speedway stores, an Ibotta spokesperson confirmed.
This approach offers “the accountability CPG brands rely on in grocery and delivery” with a convenience retailer that has one of the largest loyalty ecosystems in the market.
"7-Eleven and Speedway stores represent a significant opportunity for CPG brands with enormous purchase volume," Bryan Leach, founder and CEO of Ibotta, said in the release. “This partnership gives our customers the same performance accountability they have in grocery and delivery, now in one of the hardest-to-reach retail channels in the country."
7-Eleven has steadily built out its digital offerings. In addition to continuing to promote its 7Now delivery service, the retailer also added state-specific, real-time alcohol cash-back offers through Swiftly in late 2025.
