Krispy Kreme aims to compete with other major coffee chains such as Starbucks (NASDAQ:SBUX) and Dunkin' Donuts with the launch of its new loyalty and payments app.
It recently launched its My Krispy Kreme Treats customer loyalty App in Richmond, Nashville and the greater Detroit and Grand Rapids area. "Residents in the initial launch area can now use the ease of their iOS and Android smartphone technology to earn reward points and redeem them for free products at Krispy Kreme retail shops in these test markets," according to a statement from the retailer. "Guests also have the option to use their credit card to store value on the App to make purchases at Krispy Kreme locations in the test markets."
Krispy Kreme wants to transfer the power of its 900,000-member Friends of Krispy Kreme e-club in the mobile realm. Its other app, Hot Light, has had over 100,000 downloads since its launch.
"The My Krispy Kreme Treats App not only provides our retail guests faster and more convenient service at checkout, it also enhances our connection with our most loyal fans as we celebrate them with personalized surprises and delights throughout the year, and easy-to-earn reward points redeemable for their favorite Krispy Kreme products at their convenience," the statement said.
Krispy Kreme lags behinds Starbucks and Dunkin' Donuts, which said in late November that it surpassed more than 10 million downloads of its Dunkin' Mobile App for mobile payment and gifting. The coffee and doughnut chain also reached two million DD Perks Rewards loyalty members by late November.
Starbucks announced in early December that it was rolling out a mobile ordering app in Portland, Oregon, after testing the service. It has plans for a national rollout starting in 2015.
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