Dunkin' Donuts takes loyalty program nationwide

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Dunkin' Donuts unveiled its first national customer loyalty program, “DD Perks Rewards,” on April 5. The initiative allows members to redeem unlimited rewards for purchases made with a Dunkin' Donuts Card.

Consumers who register for the program will earn one “Dunkin' Dollar” for every $20 spent. There are no limits to how many Dunkin' Dollars a guest can earn.

“We wanted to find a way to celebrate and reward our best guests, particularly the customers who come in every day,” said David Tryder, director of interactive and relationship marketing at Dunkin' Donuts. “We designed the program to make it easy and simple to get involved. [They can] just come in and get rewarded for the stuff they do every day.”

The chain will continue to run the DD Perks program, which gives members exclusive in-store and online offers, previews on new menu items, updates on restaurant openings, local offers and other perks.

The loyalty program also features an “auto-recharge option,” added Tryder. Members can earn two Dunkin' Dollars for every $20 spent using a registered card that is refilled with money each calendar month, or when the balance falls below a certain amount.

The chain will promote the program by sending email and SMS messages to customers in its opt-in database. Tryder declined to specify how many customers will receive these messages. It will also promote the program through Facebook and Twitter.

Dunkin' Donuts will also ask customers who register for the loyalty program to opt in to its database to receive future email and SMS marketing messages about new offers, products and store openings, said Tryder.

“We would like to ask [customers] for food and drink preferences in the future,” he said. “As those plans continue to come together, we'll evaluate information we'd like to ask our fans to share.”

Tryder said Dunkin' Donuts developed the loyalty program internally, but it was aided by agencies Studiocom and Hill Holliday on digital creative and search engine marketing, respectively.  

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