dd perks

Dunkin' Donuts launches 'Perks Week'

Company bolsters app loyalty program with daily offers

Dunkin' Donuts is promoting its loyalty program through Friday with its first Perks Week promotion, the company said Monday.

The division of Canton, Mass.-based Dunkin Brands Group Inc. began offering special daily rewards to members of its DD Perks program, which launched in April, and the special offers run through Friday.

Dunkin' Donuts' has more than five million DD Perks members, and through the rewards program they are able to earn points toward free beverages with each purchase of Dunkin' coffees and food items.

Competitor Starbucks Corp. has more than 12 million members in its My Rewards program. Kevin Johnson, Starbucks president and chief operating officer, said in a Nov. 4 earnings call that My Rewards membership has grown 18 percent over the past year.

"Mobile payment now represents 25 percent of all transactions, up from 20 percent a year ago," Johnson said. "Customers continue to embrace mobile order and pay, which now represents 6 percent of transactions, reaching 7 percent in the month of September."

Dunkin' Donuts' weeklong promotion is aimed at motivating DD card use and payments. For example: 

Monday: Members earn triple points on all purchases made via the On-the-Go mobile ordering platform

Tuesday: Members who buy or reload $10 to any DD Card using Visa Checkout on the Dunkin' mobile app, and receive an additional $5. The offer is limited to one reload reward per each Visa account.

Wednesday: Members earn a free beverage (200 points) when using On-the-Go mobile ordering on their first visit of the day.

Thursday: Members get a $1.29 hot or iced coffee when purchased via On-the-Go Ordering. Limit one per DD Perks member.

Friday: Members earn 100 bonus points when they make an in-restaurant purchase using the DD Perks-enrolled DD Card. 

Dunkin' is also offering prizes in addition the Perks Weeks offers. DD Perks members who make a purchase during Perks Week with their enrolled DD Card will be entered into a daily drawing for prizes that include a trip to Hawaii for the brand’s return to that state and certificates for travel on JetBlue.

Dunkin' Donuts has more than 12,000 restaurants in 45 countries worldwide.

Contact Ron Ruggless at [email protected]
Follow him on Twitter: @RonRuggless

TAGS: Marketing News
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