TECHNOLOGY

Dunkin’ purchases can pay off, regardless of how you pay

BY Dan Berthiaume

Dunkin’ is piloting an expansion of how members of its DD Perks rewards program can earn loyalty points.

The coffee giant, which changed its name from Dunkin’ Donuts to Dunkin’ at the beginning of this year, is testing multi-tender participation in the DD Perks program at more than 1,000 locations across the country. For the first time, loyalty members at these stores will be able to earn points whether they pay by cash, credit, debit or a Dunkin’ gift card. Previously, DD Perks members could only earn points toward free beverages by paying via an enrolled Dunkin’ gift card.

At pilot locations, customers can now accumulate points with every purchase by scanning their DD Perks loyalty ID QR code in the Dunkin’ mobile app or a new physical loyalty card, now available at participating stores, before payment. The points earned on their purchase, as well as their points balance, will be included on their printed receipt.

Dunkin’ first tested multi-tender participation for DD Perks members at select stores in California and Pennsylvania earlier this year, and will now pilot the program at locations across the U.S. including Hartford, New Haven, Miami, Fort Lauderdale, Syracuse, and Springfield, Mass. Dunkin’ will evaluate plans for a possible expansion of the program based on feedback from both its customers and franchisees.

“Since launching DD Perks five years ago, we have consistently enhanced our members’ experience and worked to meet their needs through innovative new features, like on-the-go mobile ordering, driving it to become one of the fastest-growing loyalty programs in the industry,” said Stephanie Meltzer-Paul, VP, digital and loyalty marketing for Dunkin’ U.S. “With this pilot, we have the opportunity to bring more guests than ever into DD Perks by opening new options to translate any purchase into points.”

Dunkin’ currently has more than 10 million members in its DD Perks rewards program. Members earn five points for every dollar they spend on qualifying purchases. Once a member accrues 200 points, he or she receives a coupon for a free beverage reward, redeemable at participating stores.

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