| US

Dunkin’ becomes latest US coffee chain to upgrade loyalty offering

The coffee and donut chain says the new Dunkin’ Rewards scheme offers members more rewards, increased flexibility and additional perks for its more frequent customers

Dunkin’ has introduced an additional loyalty tier within Dunkin’ Rewards for its members who visit 12 times in a calendar month | Photo credit: Dunkin'

Dunkin’ has rolled-out Dunkin’ Rewards across the US in response to consumer desire for better flexibility and variety in the loyalty platform.

Replacing the company’s former initiative, DD Perks, Dunkin’ Rewards includes increased flexibility, an improved food offering and a new Boosted Status, reported as an additional loyalty tier for Dunkin’s most frequent customers.

Under the new system Dunkin’ Rewards members will earn loyalty points faster, receiving 10 points for every $1 spent, compared to five points previously. Additionally, rewards can be redeemed from 150 points instead of 200, meaning members can redeem a reward after spending $15.

Alongside coffee and other Dunkin’ beverages, customers can now also redeem their points on a range of food, including donuts, bagels and sandwiches.

Dunkin’, which operates over 9,200 outlets in the US, has also introduced a new Boosted Status, an additional loyalty tier within Dunkin’ Rewards for its members who visit 12 times in a calendar month. Boosted Status unlocks further points and benefits for the following three months.

“When we set out to improve DD Perks, we asked our members what they wanted to see in a new programme. They told us three things: flexibility, variety, and recognition. And we did just that – we solved the three biggest constraints to bring a new and improved customer experience to Dunkin' fans,” said Scott Murphy, President, Dunkin'.

Project Café USA 2023 found that nearly half of US coffee consumers surveyed regularly use a loyalty scheme, with popularity driven by those aged under 35. Moreover, more than half of respondents have downloaded a coffee shop app, increasing to 62% among under 35s.

Increased app use led Caribou Coffee to launch a new Caribou Coffee app in September 2022 which it said will provide customers with more control over their ordering experience.

Meanwhile, Panera Bread began rolling-out a new choice-based MyPanera rewards programme on 6 October 2022, enabling users to select their reward from multiple options based on their personal preferences.

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