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September 2014

Innovative Mobile App

The Goal

Historically, marketing in the quick-service restaurant segment relied on macro-level targeting, with the number and speed of transactions taking top priority. To meet customer expectations for a more personalized reward experience, Dunkin’ Donuts needed to introduce a loyalty program consistent with the brand.

The Initiative

The DD Perks rewards program, launched in January 2014, revolves primarily around the Dunkin’ mobile app, with a simplified rewards system, a real-time platform and personalized offers that directly target customer preferences in order to provide them with the most relevant deals and offers. Additional features enhance reliability and security, as well as integration into existing systems.

DD Perks awards members with points for every Dunkin’ Donuts purchase at a rate of five points for every dollar spent. At 200 points, members can obtain a free medium beverage of their choice. Throughout the year, DD Perks members also receive exclusive and personalized offers to earn additional points.

Fully integrated into the Dunkin’ Donuts mobile app, the program enables members to pay with the app, access their offers and check their points balances. DD Perks members can also share their free beverages with friends, family and colleagues.

The customer-level data allows Dunkin’ to develop sophisticated models to better understand consumers and create tailored content and offers. The digital and technology infrastructure allow Dunkin’ to have a one-to-one relationship with its Perks members and engage with members in their preferred ways.

The Results

DD Perks has contributed to incremental sales and provided Dunkin’ with customer data to activate one-to-one marketing outreach. In less than six months, more than 1.3 million Dunkin’ guests have joined DD Perks, outpacing key competitive benchmarks. Results have shown that the weekly spending of DD Perks members surpasses Dunkin’ cardholders who have not joined the DD Perks program.