This paper presents a continuous approximation model for the period vehicle routing problem with service choice (PVRP-SC). The PVRP-SC is a variant of the period vehicle routing problem in which the visit frequency to nodes is a decision of the model. This variation can result in more efficient vehicle tours and/or greater service benefit to customers. We present a continuous approximation model to facilitate strategic and tactical planning of periodic distribution systems and evaluate the value of service choice. Further, results from the continuous model can provide guidelines for constructing solutions to the discrete PVRP-SC.