Dunkin' Donuts targets Groupon deal to first-time buyers

Share this article:
Dunkin' Donuts targets Groupon deal to first-time buyers
Dunkin' Donuts targets Groupon deal to first-time buyers
Dunkin' Donuts launched a daily deal through Groupon on Dec. 30 aimed toward first-time Groupon customers, said Jessica Gioglio, public relations and social media manager at Dunkin' Brands Inc.

Consumers who received an email from Groupon alerting them to the deal can purchase the Groupon for $1 in return for a $10 Dunkin' Card that will be mailed to them. Consumers can redeem the Dunkin' Card at any Dunkin' Donuts restaurant that accepts gift cards.

Dunkin' Donuts ran a variety of targeted campaigns in 2011. In March, the company focused on sports fans in the Boston area with a SCVNGR campaign. Dunkin' Donuts rolled out a similar offering for New York sports fans in May.

Groupon has faced criticism that its value for merchants lies only in acquiring new customers. The company responded in September when it debuted loyalty program Groupon Rewards.

Through the first nine months of 2011, Groupon sold 93.6 million Groupons. While it accrued a total of 142.9 million subscribers by the end of the period, only 29.5 million consumers have purchased a Groupon since Jan. 1, 2009, according to a Nov. 1 regulatory filing.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.