Nation’s Restaurant News: Dunkin’ Donuts Launches ‘Perks Week’

This week Dunkin’ Donuts has launched its first Perks Week to promote the brand’s loyalty program, according to a recent Nation’s Restaurant News article. Special daily rewards have been offered to members of the DD Perks program since it started in April and will end this Friday.

Each day this week, members are encouraged to increase their DD card use and payments to receive rewards in various ways. Members are able to earn triple points for specific actions, receive additional discounts for reloading a DD card, and earn free beverages with mobile ordering. Each day a different offer is available to members.

It’s no surprise that the brand has started to focus more on mobile and its rewards program seeing as the company’s biggest competitor, Starbucks, has over 12 million members in its My Rewards program and has grown 18 percent in the last year, according to Kevin Johnson, Starbucks president and chief operating officer.

"Mobile payment now represents 25 percent of all transactions, up from 20 percent a year ago," Johnson said. "Customers continue to embrace mobile order and pay, which now represents 6 percent of transactions, reaching 7 percent in the month of September."