Starbucks currently claims that in the US and Canada, 1/3 of their sales come from customers participating in the loyalty program. Dunkin Donuts recently announced that they’ll be rolling out a loyalty program “Perks” for their fans, though it’s slightly different and based not only on the number of drink purchases but the amount of money spent.
In terms of marketing, I think it’s a smart move and I’m curious to see how Dunkin Donuts will market and promote their new loyalty program and if it will increase their sales. Dunkin Donut fans are already dedicated consumers, so will this help improve loyalty? Or bring on new loyal customers?