The rewards program for Dunkin’, DDPerks has been reworked and customers are outraged because the new program sees customers getting less for ‘more’.
It seems the adage, change is good, does not apply for customers of Dunkin’ Donuts and the reworking of it’s rewards program. The blow back has been tremendous with many (former) Dunkin’ customers saying that they have went so far as to delete the app from their phones.
The now previous incarnation of the rewards program, gave customers a free coffee once they reached 200 points on their rewards account, and paid out 5 points per dollar spent.
Under the new program, customers will receive 10 points per dollar spent but and this is a big but, (one that is proving to be a deal breaker to even remain a customer) – you now need 500-900 points to redeem for a free coffee dependent on your order.
According to Jezebel.com, instead of spending $40 to get that free coffee…you would now need to spend over double the amount at, $90. A marked increase.
But wait, there’s more. Dunkin’ is also doing away with the free Birthday drinks instead opting to give customers 3x the points on their Birthday.
An employee over on r/Dunkin Donuts commented on a post begging the upset mob to not take their frustrations out on the employees saying that they have nothing to do with the corporate decision.
“Please don’t take it like this with the Employees. We have nothing to do with the change and have no say. Even management at stores. Dunks are franchises so no one who works at Dunkin stores have anything to do with corporate.“
The amount of upset Dunkin’ Donuts loyalists is staggering and many are threatening to jump ship for Starbucks or a different option.
Another subset is discussing the option of brewing their own coffee at home.
DD Perks may have been the deciding factor for many to continue giving Dunkin’ their service over others and with the abolishment more than one person has said that they, “no longer run on Dunkin’.”
Thanks to Dunkin’s new move with their rewards program, there may be a huge group of disenchanted customers up for grabs.
It remains to be seen if Dunkin will continue to run (or not) the upset masses on Dunkin’. If the threats of the loyalists prove to be true, Starbuck’s may have just seen a big increase in traffic.
