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.
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.