Source: Dunkin’, via Food & Wine
Dunkin’ customers may want to cash in points now. The company will overhaul its loyalty program in October. The update means customers will spend more before earning free drinks or food.
The coffee chain emailed members about the change on Saturday. It called the update a “Dunkin’ Rewards refresh.”
Higher Costs for Drinks
The system currently awards 10 points for each dollar spent in the app. Customers use points for drinks and snacks.
An iced coffee costs 500 points, or $50 spent. A latte needs 950 points. A doughnut costs 250 points, the same as $25 spent.
Next month, prices rise. A regular coffee increases from 500 to 600 points. That means spending $60 instead of $50. Lattes and frozen drinks jump by 50 points. Bagels go up by 100 points. Breakfast sandwiches rise from 800 to 900 points.
Cold brew fans face the steepest hike. That drink leaps from 500 to 950 points. It will cost members $95, nearly double the old rate.
Company Response
Dunkin’ says the changes will add more choice. “Members can now also redeem rewards for popular drinks such as the Shakin’ Espresso and Dunkalatte,” a spokesperson said. The company added it wants to give customers “more variety and value.”
Frequent visitors get a break. Those who order 12 times a month achieve Boosted Status. They earn 12 points per dollar spent. For them, a free iced coffee still costs $50.
What’s New in the Program
Not all changes are negative. Dunkin’ added a bakery category at 400 points. That covers items like muffins and croissants. Cold foam toppings cost 150 points. Bacon strips cost 500 points. Bagel bites dropped by 100 points.
The company also promises new “personalized offers.” These will include discounts on breakfast combos and buy-one-get-one sales.
Point Expiration Sparks Anger
Another change upset customers online. Starting October 6, points will expire after one year. Before, active members could keep points indefinitely.
Many customers already voiced frustration on social media. Critics say the program cuts value for loyal fans.
Broader Trend in Food Industry
Other chains have also adjusted pricing and rewards. Wendy’s tested “dynamic pricing” last year. McDonald’s drew criticism for menu price hikes. Rising grocery bills and smaller package sizes have also left customers frustrated.
Industry experts say Dunkin’s changes may face a similar reaction. Customers may redeem points now before new rules take effect.
