Industry News | May 4, 2010

Happy Birthday To You, Dunkin' Donuts Says

In honor of Dunkin' Donuts' 60th "BirthDDay," the brand has a new special offer that will perk up anyone's birthday. The brand launched the Dunkin' Donuts Birthday Perk, in which all members of the Dunkin' Perks program will receive a coupon in the mail during their birthday month, good for a free medium beverage of their choice, including any iced or hot coffee, tea, latte, hot chocolate, or Coolatta slush drink. For an added bonus, starting in May, when new guests enroll in DD Perks, Dunkin' Donuts will mail new members a coupon for another free medium beverage.

The Dunkin' Perks program provides members exclusive in-store and online offers, as well as the inside scoop on new menu items, new restaurant openings, and all the latest Dunkin' Donuts news. Enrollment is free online. To be eligible for the Birthday Perk, current DD Perks members must update their profile with their birthday information.

While a free beverage can help brew a brighter birthday, what are some other favorite birthday perks? To find out, in April Dunkin' Donuts conducted a survey of more than 500 people to discover what people enjoy most and least on their birthday.

Sixty-three percent of people said they enjoy celebrating their birthday most when their spouse, kids, family, or friends do something special for them. Only 22 percent said opening presents makes a birthday special, and only 11 percent cited birthday cake as their favorite birthday perk.

Thirty-seven percent of people said that having people sing "Happy Birthday To You" is their least favorite part of their special day.

The most wanted "unexpected birthday perk" would be receiving something free from their favorite store or restaurant (29 percent), followed by a surprise party (20 percent) or surprise visit from an out-of-town friend or family member (20 percent).

People enjoy a cake break to recognize a colleague's birthday, as 70 percent of respondents believe that birthdays should be celebrated in the workplace.

Finally, not many of us try to hide our birthday or forgo any recognition of the day, as 80 percent of people admit that they enjoy celebrating their birthdays.

John Costello, chief global customer and marketing officer at Dunkin' Brands, says Dunkin' Donuts' new Birthday Perk is an opportunity to thank Dunkin' Donuts guests for their loyalty and passion for the brand.

"As we honor our own 60th birthday, we wanted to show our appreciation for our guests who make us a part of their everyday routine,” he says. “With our new Birthday Perk, guests enjoy a special treat from Dunkin' Donuts on their special day.”