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.

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