CANTON, Mass. – Last week Dunkin’ Donuts announced a promotion that provided extra points toward free beverages for customers who enroll in the brand’s DD Perks Rewards program.
Beginning April 14 and continuing through April 21, guests who join DD Perks using the special code “STARS” receive an automatic 125 points toward a free any-size beverage, plus an additional 125 points during their second and third visits when purchases are made using an enrolled Dunkin’ Donuts card. All store visits must be completed by May 31, 2016, to receive the offer.
With the DD Perks Rewards program, customers earn five points for every dollar they spend on qualifying purchases at Dunkin’ Donuts when they pay using an enrolled Dunkin’ Donuts card, either plastic or via the Dunkin’ mobile app. Once a member accrues 200 points, he or she receives a coupon for a free any-size beverage of their choice, redeemable at participating Dunkin’ Donuts restaurants. DD Perks members also receive a coupon for a free, any-size beverage upon enrollment and on their birthday. Additionally, throughout the year DD Perks members receive exclusive, personalized, special offers to earn bonus points for specific food and beverage purchases.
Dunkin’ Donuts also unveiled a new version of its mobile app for easy and secure payment, DD Perks offers and rewards, and gifting of Dunkin’ Donuts cards. The Dunkin' mobile app has been downloaded more than 16 million times since its launch in 2012.
Meanwhile, changes Starbucks announced in February to its loyalty program kicked in last week, which allows customers to earn two stars for every $1 spent on coffee, food, drinks and merchandise, rather than one star per visit. When Gold members earn 125 Stars, they’ll earn a reward that they can redeem for just about anything on the menu. FastCasual.com reports that Starbucks customers posted angry tweets when the coffeehouse chain previewed the loyalty program changes.
"We believe that if customers continue to engage as they did previously, the vast majority of our customers will earn rewards just as fast—or faster—than they did before the program change," a Starbucks spokesperson told FastCasual.com, adding that the changes “open up new opportunities” for Starbucks to engage in partnerships “with like-minded companies—such as Spotify, NYT and Lyft—where our customers will be able to earn stars outside of Starbucks.”
Dunkin' is confident its loyalty program enhancements will resonate with customers.
“Our DD Perks Rewards program, recognized as one of the most robust and fastest-growing programs of its kind in our industry, honors our extremely loyal fan base by making it seamless and affordable to earn free beverages quickly,” said Sherrill Kaplan, vice president, digital marketing & innovation at Dunkin’ Donuts. “With 4.3 million DD Perks members, we look forward to welcoming new guests and rewarding them with even more points to keep them running on Dunkin’.”