Dunkin' Donuts today announced it has reached a digital milestone, surpassing more than 10 million downloads of the Dunkin' Mobile App for mobile payment and gifting. At the same time, it announced it has reached two million DD Perks Rewards loyalty members.
"Providing our guests with new levels of speed and convenience so that they can run on Dunkin' more quickly than ever is an important part of our growth strategy," said John Costello, Dunkin' brands president, global marketing and innovation. "We are thrilled to achieve two million DD Perks members in less than a year since the program's launch, and reach 10 million downloads of the Dunkin' Mobile app. These two digital milestones are evidence that our loyal customers are responding to our efforts to provide a superior mobile experience and our commitment to create one of the most robust loyalty programs in the market."
Dunkin' Donuts introduced the app in 2012 and the DD Perks program in January 2014. New enhancements to the DD Perks program include coupons for a free beverage of any size on a user's birthday and after accumulating 200 reward points. Previously, members received a medium-sized beverage.
DD Perks members can now share rewards points with friends and family via the mobile apps. They can also register to automatically refill the value amount on the app to use as payments.
Dunkin' Donuts, like many quick-serve chains, has been adding mobile payment options. The current program works much like Starbucks' industry-leading mobile loyalty and payment app, allowing users to earn rewards and reload balances similar to a gift card, but Dunkin' is also exploring new mobile wallet programs. Dunkin' Donuts is a member of the Merchant Customer Exchange and plans to participate in the rollout of the MCX's CurrentC mobile payment platform.
-See this Dunkin' Donuts announcement
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