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Dunkin’ is rolling out its improved loyalty program nationwide: Dunkin’ Rewards, formerly DD Perks. Dunkin’ Rewards is driven and designed around member feedback. The revamped program introduces more food and beverage rewards, increased flexibility on when and how guests choose to use their points, and an all-new Boosted Status, a special loyalty tier.
“When we set out to improve DD Perks, we asked our members what they wanted to see in a new program. They told us three things: flexibility, variety, and recognition,” said Scott Murphy, head of the beverage-snack category and president at Dunkin'. “And we did just that – we solved the three biggest constraints to bring a new and improved customer experience to Dunkin' fans.”
With the new program, Dunkin’ Rewards members will earn points faster, receiving 10 points for every $1 spent compared to 5 points with DD Perks. Plus, rewards start at just 150 points instead of 200 points, meaning members can redeem a reward after spending $15.
For the first time, members can redeem points for free food, or choose to stack their points and redeem multiple items in a single transaction. Dunkin’ has also introduced Boosted Status, a new loyalty tier within Dunkin’ Rewards. Members visit 12 times in a calendar month to reach Boosted Status and unlock more points and benefits for the following 3 months.
To welcome new and existing members to Dunkin’ Rewards, the brand is kicking off a full line-up of freebies for the rest of the month. Current DD Perks members will be automatically converted into Dunkin’ Rewards with their existing points, plus receive a welcome gift of 150 bonus points.
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