Industry News | November 26, 2014

Dunkin' Donuts Hits Two Major Digital Milestones

image used with permission.

Dunkin’ Donuts announced that it has achieved two big digital milestones: having reached two million DD PerksRewards loyalty members and surpassing more than 10 million downloads of the Dunkin’ Mobile App for mobile payment and gifting. To celebrate, the brand will recognize the two millionth DD Perks member, Jae Choi of Greenwich, Connecticut, with the “Ultimate Perk,” as well as well as honor and thank all of Dunkin' Donuts loyal guest members with the chance to win $1,000. Additionally, Dunkin’ Donuts revealed new enhancements to both DD Perks and the Dunkin’ Mobile App.

“Providing our guests with new levels of speed and convenience so that they can run on Dunkin’ more quickly than ever is an important part of our growth strategy,” says John Costello, Dunkin’ Brands president of global marketing and innovation. “We are thrilled to achieve two million DD Perks members in less than a year since the program’s launch, and reach 10 million downloads of the Dunkin’ Mobile App. These two digital milestones are evidence that our loyal customers are responding to our efforts to provide a superior mobile experience and our commitment to create one of the most robust loyalty programs in the market.”

Dunkin’ Donuts recognized the two millionth DD Perks member, Jae Choi from Greenwich, Connecticut, with the “Ultimate Perk,” which includes a cash prize of $1,000 and free coffee for a year. Choi will also receive an exclusive trip for two to the brand’s hometown near Boston, which will include a special VIP day at Dunkin’ Donuts’ headquarters with leaders of the company’s culinary and coffee excellence teams.

Dunkin’ Donuts is also putting the “K” in Perks by giving new members the chance to win their own “Ultimate Perk” of $1,000. Anyone who registers to become a DD Perks member from November 24 through November 30, using the special promotional code “2MIL,” is eligible to win a cash prize of $1,000. Dunkin’ Donuts will randomly select one new member each day.

In addition, all Dunkin’ Donuts’ Twitter followers (Perks members or non-Perks members) will have a chance to receive a “grand” perk just in time for the holidays, with one of the biggest Twitter prizes in Dunkin’ Donuts’ history. Through November 26, fans can tweet @DunkinDonuts what they are most thankful for this season, using the hashtag #DDPerksSweeps. Each day, Dunkin’ Donuts will select one random participant to receive the $1,000 cash prize, to get ahead of their holiday shopping.

The Dunkin’ Donuts Mobile App, which enables guests to pay for food, beverages, and merchandise at participating U.S. Dunkin’ Donuts restaurants by scanning their DD Cards stored in the app either in-store or at the drive-thru, was introduced in 2012. The DD Perks Rewards loyalty program followed in January 2014, and is fully integrated into the Dunkin’ Mobile App. The DD Perks Rewards program provides guests the opportunity to earn five points for every dollar they spend on qualifying purchases at Dunkin’ Donuts when they pay using an enrolled Dunkin’ Donuts Card, either plastic or via the Dunkin’ Mobile App.

The following are the new enhancements to DD Perks and Dunkin’ Mobile App:

·      Members will now receive a coupon for a free, any size beverage, redeemable at participating Dunkin’ Donuts restaurants, upon enrollment, on their birthday, and when they accumulate 200 reward points. Previously, members received a free medium beverage.

·      Members now have the opportunity to share their rewards through the Dunkin’ Mobile Appwith friends, family, and colleagues to keep them running on Dunkin’.

·      Userscan now sign up for auto-recharge directly through the Dunkin’ Mobile App, guaranteeing that they will always be able to use their mobile cards to quickly and easily purchase their favorite Dunkin’ Donuts items.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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