Dunkin’s New Rewards Program Has Donut Lovers Complaining – CNET

Dunkin’ is replacing its old loyalty plan, DD Perks, with Dunkin’ Rewards, a tiered system that gives customers 10 points for every $1 spent (compared to five points with DD Perks). It allows them to start getting free menu items after 150 points, rather than the previous 200-point minimum. 

But some customers are grumbling that it now requires a lot more points to get free drinks: You’ll need to amass 400 points for a tea, 500 points for a hot coffee and 700 points for a free cold brew or Dunkin’ refresher, compared to just 200 points with DD Perks.

A latte or frozen drink, meanwhile, will now set you back 900 points.

“Wow, the #ddperks update is AWFUL,” one person tweeted on Thursday. “I feel less incentivized to get coffee there now.”

In basic math, DD Perks members started earning free drinks after spending $40. Dunkin’ Rewards members can get free add-ins and snacks before then, but have to spend $50 to earn a gratis coffee. Dunkin’ has also done away with free beverages on members’ birthdays, replacing it with the option to earn triple points.

“@dunkindonuts thanks for screwing me over on my free coffee by changing the #DDPerks without notice,” another customer posted. “I was 10 points away [from a free beverage of any size].”

Complaining of “bad service and inconsistent coffee,” the user said he was going to start making coffee at home now.

Rewards points don’t expire as long as you make one purchase every six months. For 150 points, you can get a free espresso shot, an order of hash browns or three Munchkins, while 250 points will get you a free classic doughnut.

Dunkin’ has also added a new tier for more frequent visitors: “Boosted Status” gets you 1.2 times more points for every dollar spent. To earn Boosted Status, you’ll have to visit a Dunkin at least 12 times in a calendar month.

The shift puts Dunkin’s loyalty plan in closer proximity to the one from Starbucks, which has special rewards for its more regular “Gold level” customers — like free whipped cream, syrups and espresso shots. 

“Dunkin’ loyalists told us they wanted the ability to redeem for more than just beverages and we listened,” Dunkin’ president Scott Murphy said in a statement.”They also wanted to bundle points for larger orders, which we accomplished. …  And they told us they wanted to be recognized for their loyalty.”

To smooth the transition, Dunkin’ is offering existing DD Perks members a “welcome gift” of 150 points.  

It’s also offering several Dunkin’ Rewards specials for the month of October, including twice the points on Munchkins and espresso drinks, 10 free Munchkins or bagel minis with the purchase of a full-priced beverage and two times the points on beverages and breakfast sandwiches for Boosted Status members.

The Dunkin’ Rewards program launched in California in August and is now active nationwide.