In 2021, Dunkin’ announced it had topped Brand Keys’ Customer Loyalty Engagement Index for out-of-home coffee for the 15th year in a row, pointing to the success of its DD Perks Rewards Program.
![Dunkin’ drama, explained](https://20627419.fs1.hubspotusercontent-na1.net/hub/20627419/hubfs/The%20Hustle/Assets/Images/333367842-final_size-Copy20of20The20Hustle20-20B320Visual20Template20283292028129_20221017233512.webp?width=595&height=400&name=333367842-final_size-Copy20of20The20Hustle20-20B320Visual20Template20283292028129_20221017233512.webp)
But this month, Dunkin’ swapped DD Perks for Dunkin’ Rewards, changing how much loyalists need to spend to earn free stuff, per Buzzfeed.
- DD Perks allowed customers to earn any drink after ~$40.
- Dunkin’ Rewards users now earn a basic coffee after ~$50, but must spend ~$90 for a latte.
- The ultimate betrayal: no free birthday drinks, just increased points.
Angry Dunkin’ fans have been excoriating the brand on its subreddit (which has 18.4k+ members) and complaining to employees.
Dunkin’ Americas president Scott Murphy told Buzzfeed that customers will benefit in the long-run as the new program includes more deals, including on food.
But will they?
It likely depends on how much America really runs on Dunkin’.
While some may appreciate a free donut for 250 points — half that of a basic coffee — other chains offer cheaper loyalty schemes.
- Starbucks customers can earn a basic coffee after $25 or a premium beverage after $75, and some can even earn Delta SkyMiles now.
- For those not hellbent on PSLs, Panera Bread’s Unlimited Sip Club is ~$11/mo. plus tax for any size basic beverage every two hours.
Meanwhile, for those willing to buy a coffee maker, the $685.7m global coffee subscription market is expected to grow significantly through 2023.