Dunkin' Donuts launches loyalty scheme

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By: Wise Marketer Staff |

Posted on April 13, 2011

Dunkin' Donuts launches loyalty scheme

In the US, Dunkin' Donuts has launched a new loyalty programme called 'DD Perks Rewards', offering customers rewards in return for purchasing food and beverages.

The new programme, which is the brand's first national loyalty rewards programme, offers Dunkin' Dollar reward coupons for purchases made with a registered Dunkin' Donuts prepaid card.

Dunkin' Dollars can then be redeemed for any item on the menu - from coffee to Coolatta frozen beverages, donuts, breakfast sandwiches and other snacks and beverages.

DD Perks Rewards is simple for customers to sign up for and use. First, they register a Dunkin' Donuts Card for free at DDPerks.com, then present the card with each purchase in-store. Dunkin' Donuts Cards can be purchased at Dunkin' Donuts restaurants or online in any amount between US$5 and US$200. The cards are also available other retail locations including CVS/pharmacies, Staples, BJ's Wholesale Club and Rite Aid, among others. Dunkin' Donuts Cards don't have any fees or expiry dates and, if they are registered online, Dunkin' Donuts will replace them free of charge if they are lost or stolen.

There is no limit to how many Dunkin' Dollars a member can earn, and rewards are earned at the rate of 1 Dunkin' Dollar for every US$20 spent using a registered Dunkin' Donuts Card. However, 2 Dunkin' Dollars are earned for every US$20 spent using a registered card that is auto-recharged within a calendar month (this service is offered either on a regular schedule or when the balance falls below a specified amount).

To enable them to redeem their rewards, members then receive their Dunkin' Dollar coupons by mail at the end of the month after the month in which the rewards were earned.

The DD Perks Rewards programme stands as an enhancement to the existing DD Perks customer club, which provides exclusive in-store and online offers, previews of new menu items, updates about new restaurant openings, and other localised offers and special perks. All DD Perks members receive a free medium-sized beverage upon enrollment, plus another one on their birthday each year.

DD Perks Rewards has also given something extra for the US troops. To celebrate the launch of the programme, for every Dunkin' Dollar that guests earned from 5th to 12th April, the company donated US$1 to The Dunkin' Donuts & Baskin-Robbins Community Foundation to benefit the USO (up to a maximum of US$10,000). Since May 2003 Dunkin' Donuts has donated some 175,000 pounds of coffee to troops deployed overseas, and holds a monthly prize draw to award 50 US military members a case of Dunkin' Donuts coffee.

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