Coffee is not only serious business for those who are sworn coffee-lovers, but also a serves functional purpose for those who depend on the drink to pep them up throughout the day. And having a donut on the side is always a welcome addition. This is why Dunkin' Donuts and their affordable coffee has remained very popular with fans.
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As reported by Rolling Stone, Dunkin’ Donut introduced some changes to its rewards and points system earlier this week. However, fans who are Dunkin’ Donuts regulars are not so amused at what some of them allege to be misleading marketing by the company.
From DD Perks to Dunkin’ Rewards
Dunkin Donuts’ loyalty program was earlier called DD Perks, which had been in place for the past eight years. As per the company, the revamped avatar of the loyalty program, called Dunkin' Rewards will let members earn points faster, receiving 10 points for every $1 spent compared to 5 points with DD Perks.
Customers would also need fewer points in order to cash in rewards. It also has a ‘Boost mode’ which rewards customers who visit 12 times in a calendar month and unlocks even more points and benefits for the following 3 months.
The press release claimed Dunkin' Rewards would be 'a new and improved customer experience' for fans.
The new changes have left many fans upset
But fans of Dunkin’ Donuts took to social media in order to express their disappointment and anger with the new changes.
One Reddit user pointed out that he would actually be spending more money in the new rewards system. His post said,
As someone who almost exclusively orders cold brew at Dunkin, I find that my free drink goes from 200 points to 700 points. Of course, we all know this new rewards program was done to cut costs. So, a big thank you to Dunkin - I'll now save $300/month not buying your coffee anymore! Cost cutting successful!
In further interview with Rolling Stone, this customer explained that while under DD Perks, customers needed to spend less to get rewards and perks, under the new scheme, the customers would have to spend way more to earn points and to receive anything comparable to the earlier system.
Another user highlighted the discrepancy between how the company has presented the new changes as being great for customers, while the reality is very far from that. They are quoted as saying.
It just feels insulting how they’re making the rewards out to be something great when anyone who actually does the math can see it’s not.
Sources used:
Rolling Stone: ‘Dunkin’ Coffee Drinkers Are in Revolt After Changes to Rewards Program’
Dunkin’ Donut Press Release: ‘A New Way To Run With Dunkin’®: Dunkin’ Rewards™ Rolls Out Nationwide’
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