Dunkin’s new reward program is causing an uproar

Dunkin’ has rolled out a new loyalty program called Dunkin’ Rewards. The company describes it as an “improved” version of DD Perks, but a lot of customers think that it’s actually a downgrade from the coffee and doughnut chain’s former reward program.

What is Dunkin’ Rewards?

Replacing DD Perks as the chain’s reward program, Dunkin’ Rewards introduces more food and beverage rewards, increased flexibility on when and how members choose to use their points, and an all-new Boosted Status, a special loyalty tier for Dunkin’s most dedicated fans.

“When we set out to improve DD Perks, we asked our members what they wanted to see in a new program. They told us three things: flexibility, variety, and recognition,” said Scott Murphy, head of the beverage-snack category and president of the company. “And we did just that – we solved the three biggest constraints to bring a new and improved customer experience to Dunkin’ fans.”

With the new program, members will earn points faster, receiving 10 points for every $1 spent compared to 5 points with the old program. Rewards also start at just 150 points instead of 200 points, meaning members can redeem a reward after spending $15. Members also have the option to stack their points and redeem multiple items in a single transaction. Moreover, members who visit a Dunkin’ location at least 12 times within a calendar month will reach Boosted Status, an all-new top-tier status that unlocks even more points and benefits for the following three months.

However, under the new system, members need 700 points to get a free cold brew, cold brew with cold foam, refresher, or hot or iced espresso drink, and 900 points for a frozen drink or hot or iced signature latte. With DD Perks, members just needed 200 points to get a free drink.

That major change, of course, upset a lot of fans, with many of them taking to social media to air their dismay.

Fan reactions to Dunkin’ Rewards

Several customers still prefer DD Perks over the new reward program, with many of them pointing out that they need to spend more money to get a free drink under the new system.

Some fans are upset with the sudden replacement of DD Perks, calling it a wrong move for the company and the “worst” news for coffee lovers.

Others have begun wishing for the downfall of the new reward program, so Dunkin’ will revert back to DD Perks.

Dunkin’s response to criticisms

Murphy told CNN Business that “change is always going to be an adjustment.” He, however, claimed that “in the long run, Dunkin’ loyalists will benefit even more,” because of the new program’s added flexibility. He also emphasized that with special perks for the most loyal members and other targeted offers, “members will get many of our coffee beverages at a better value than with DD Perks.”

Dunkin’ October freebies

To welcome new and existing members to Dunkin’ Rewards, the chain is kicking off a full line-up of freebies for the rest of the month. Now through October 31st, members can:

  • Earn free 10-count MUNCHKINS Donut Hole Treats or Bagel Minis with any full-priced medium or larger beverage purchase.
  • Earn 2X points on Donuts, MUNCHKINS Donut Hole Treats and Espresso drinks.
  • Earn 100 bonus points when they order ahead on the Dunkin’ app on Mondays.

Members with Boosted Status will also earn 2X points on beverages and breakfast sandwiches. Plus, starting October 12th, members can also earn a free breakfast sandwich with any full-priced medium or larger beverage purchase.

Sources: Dunkin’, CNN

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