January 31, 2014
In a move to keep up with the competition and changing trends Dunkin Donuts had planned to launch its loyalty program on a mobile platform. This announcement was made to analysts in US during an earnings call on October 24, 2013. Earlier this week, the company came through with its promise by launching its national loyalty program - DD Perks Rewards.
Recently, I had written about Starbucks breaking records with its Mobile App. Almost 10 Mn consumers utilize the Starbucks mobile payments app to pay for their coffee, croissants and those blueberry chocolate balls. According to the company, they amount to a whopping 5 Million mobile payments every weeks. Dunkin Donuts seems to be treading in the footsteps of Starbucks with this program.
About the DD Perks Rewards:
The DD Perks program is set to be integrated into the Dunkin’ Donuts app nationally, beginning in February. Once the program is live, DD Perks will be a part of the existing Dunkin Donuts mobile app, launched in 2012. The current app has the following features:
'We are excited to launch our new DD Perks Rewards program to reward our guests for their loyal business in a fast and convenient way. We want to recognize our best guests for their allegiance to our brand by creating a robust loyalty program unsurpassed in QSR,' said Dunkin' Brands president, John Costello. 'Following the very successful launch of our Dunkin' Mobile App, our enhanced DD Perks Rewards program is an important milestone in our ongoing commitment to engage with our guests and provide a superior customer experience.'