Dunkin’ Warms Up February with Free Coffee
Dunkin’ is boosting its loyalty program in February with the addition of Free Coffee Mondays.
Members of its DD Perks rewards program can receive a free medium hot coffee with any purchase every Monday through Feb. 22. In order to participate, consumers can use Order Ahead via the Dunkin’ app or have their loyalty ID QR code scanned before paying.
DD Perks members earn five points for every dollar they spend on qualifying purchase, with a free beverage of any size redeemable after 200 points are accrued.
“As we head into the home stretch of winter, we know our fans could use a little extra boost to stay energized. With Free Coffee Mondays, we look forward to keeping our rewards members running with a free cup of hot coffee to help start each week in February off right,” said Joanna Bonder, director, loyalty marketing and strategy at Dunkin’.
Tom Caporaso, CEO of loyalty provider Clarus Commerce, said the program seems to be a strategic play on Panera Bread’s free coffee summer deal in 2020.
“Dunkin’s ‘Free Coffee Mondays’ is an ideal strategy to boost loyalty program enrollment, especially as the Starbucks’ Rewards program continues to be one of the most successful mobile apps around,” he noted to RIS. “Unsurprisingly, the pandemic has caused many brands to reassess their operations, and according to our data, 90% of loyalty professionals said that they are prioritizing loyalty enhancements or expansions this year. And a part of what we're seeing is a push towards instant or faster rewards as opposed to legacy loyalty programs that require members to earn rewards over time.”