While many people ‘run on’ Dunkin,’ they also have long loved its consistent and tried-and-true rewards program. The popular chain recently announced that the former “DD Perks” system will be replaced with “Dunkin’ Rewards,” and customers are voicing their concerns about this huge change on social media.
As part of the previous perks program, Dunkin’ coffee drinkers were able to earn five points for every dollar that they spent. This meant that 200 points (or $40) was enough to earn any free drink of the customer’s choice. Now, with this new rewards program, this same $40 will only get someone a cup of tea.
Dunkin’ fans have risen up against their favorite coffee chain after the company rolled out a new rewards program, which users say make it more difficult to earn a free drink of their choice.
“I no longer run on Dunkin,” one Reddit user wrote. https://t.co/D3n4Uk2uQ2
— NBC News (@NBCNews) October 12, 2022
To earn enough points for a free coffee, customers would have to spend $50, and this, Fortune reports, does not include lattes or cold brew. To get a free “crafted drink,” (what the company is calling an espresso, cold brew, or refresher), Dunkin’ consumers will have to spend $70 to earn it. For drinks like Dunkin’s classic latte, this will take $90 to obtain, and is being dubbed a “premium drink.”
Naturally, with complications and rules being introduced in the new program, customers on Reddit were less-than-happy this week, and more than willing to share their thoughts about it. In many posts, users have been sharing their profound dislike for “Dunkin’ Rewards,” with hundreds continuing to comment and compare it to the iconic “DD Perks.”
Hold the phone. @dunkindonuts has rebranded their rewards system. With Perks every $40 got you a free coffee. Now with the new Dunkin Rewards, every $50 gets you a free coffee. Booooo Hisssss. BOOOOOOO#Dunkin #DunkinDonuts pic.twitter.com/HcQDUP5wUO
— Steve Luzzo (@SteveLuzzo) October 5, 2022
One user expressed that the updated amount of time it would take to earn a latte with points was “absolutely egregious,” and another wrote, “Don’t try to piss on me and tell me its raining, Dunkin,” adding, “Were getting less with the illusion of more.” Someone else commented, “I’m in a state of disbelief,” regarding the idea of spending more to get free drinks, “I’m sick. This is horrific.”
there is drama in the Dunkin world right now… daily Dunkin drinkers are boycotting because they revamped their app rewards program and devalued points. the Dunkin subreddit is fuming! I fear the brand is no longer the people’s coffee. pic.twitter.com/CCWhpiX4e8
— Magdalene J. Taylor (@magdajtaylor) October 10, 2022
On Twitter, Dunkin’ fans are also sharing their disappointment with the new program:
i need us all to collectively manifest the downfall of dunkin rewards so they bring back dd perks
— katie ¨̮ (@thnksfrthhfob) October 4, 2022
DD: Good news! We are rolling out a new Dunkin’ Donuts reward program! You used to get a free drink with 200 points, and now it takes 900 points!
Me: How is that good news?
DD: Well, its good news for US.
— WasteLandRover (@WasteLandRover) October 6, 2022
I feel personally attacked by the new Dunkin rewards program bc I won’t be able to get a free drink every 2 visits anymore, and have lost all faith in humanity.
— Gay Scientist (@qu33r_anon) October 6, 2022
One person notably tweeted, “Now instead of spending $40 to get a free drink from Dunkin, I have to spend about $60-$70 with the new app/rewards update? Y’all what […] I know inflation has been bad but $20-$30 more for a free drink? Y’all gotta be joking. Please say it’s a joke.”
In response to sentiments like this from customers, Dunkin’ Donuts President Scott Murphy sat down with the Wall Street Journal to discuss how the company changed the rewards program to reflect costs of making drinks.
He stressed that customers can now redeem points for food options as well, which they couldn’t do with the previous program. In addition, Murphy said that Dunkin’ fans can earn other rewards after spending less money. “Change can be hard for people,” he said.
