Dunkin’ Rewards Faces Backlash Over Changes
Dunkin’ is stirring up some controversy with its updated rewards program.
In a recent email, the chain informed customers about changes set to take effect next month, and well, let’s just say many are less than thrilled about needing more points to redeem their favorites.
The “Dunkin’ Rewards Refresh” indicates that beginning in October, customers will require an additional 450 points to cash in on rewards.
Currently, the program offers 10 points for every dollar spent using the Dunkin’ app, which can be redeemed for a variety of menu items. For instance, a coffee or cold brew costs 500 points, which equates to about $50, while a donut is 250 points, or $25.
From October, the point requirement for coffee and tea will increase to 600 points. This essentially means that users will need to add $10 to their app balances. Special coffees and frozen drinks could see their costs jump to as high as 950 points. On the brighter side, the point requirements for some bites and bagel items will decrease.
Furthermore, the revised rewards system will introduce new categories and options like bakery items and snacks. Also on the agenda are personalized offers, which appear to be based on users’ previous orders.
Another noteworthy alteration is the introduction of a one-year expiration policy for reward points beginning October 6th, contrasting with the previous system where points didn’t expire.
A spokesperson for Dunkin’ stated, “We are continually seeking new ways to bring more value and variety to our guests through Dunkin’ rewards.”
Members will now be able to redeem rewards for hits such as Shakin’ Espresso and Dunkalatte within specialized coffee categories. These updates aim to enhance the value for loyal customers.
Here’s a quick overview of the changes to the Dunkin’ Rewards system:
| Reward | Current System | New System Starting in October |
|---|---|---|
| Li’l Treats (hash brown, munchkin, cold form add-on) | 150 points | 150 points |
| Donut | 250 points | 300 points |
| Bakery (new category) | N/A | 400 points |
| Bites and Bagels | 600 points | 500 points |
| Coffee | 500 points | 600 points |
| Tea | 400 points | 600 points |
| Non-coffee Drink | 700 points | 800 points |
| Breakfast Sandwich | 800 points | 900 points |
| Cold Brew | 500 points | 950 points |
| Frozen & Specialty Drink | 900 points | 950 points |
Dunkin’ isn’t the only one adjusting its program—earlier this year, Starbucks made notable changes to its rewards system, as well, making it slightly tougher to earn stars.
Instead of gaining 25 bonus stars for each order made in a personal cup, customers can now earn a “double star” for all purchases. This might sound appealing, but customers will need to spend at least $12.50 in one visit to collect the same 25 stars.
In a lighter twist, Jen Affleck, star of “The Secret Life of a Mormon Wife,” has joined a new Dunkin’ commercial that plays off her viral story, showcasing a humorous drive-thru moment where she proudly claims to be a “worthy affleck.”
