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Dunkin’ Donuts has introduced a brand new rewards program, and it’s wreaking havoc amongst their coffee-loving prospects.
Final week, the corporate overhauled its program generally known as “DD Perks” and changed it with “Dunkin’ Rewards.” Below the previous perks program, prospects may earn 5 factors for each greenback they spent, and 200 factors (or $40) was sufficient to earn a free drink of your alternative.
Below the brand new rewards program, nonetheless, that $40 will solely get you a cup of tea. To earn sufficient factors for a free cup of espresso you’d should spend $50, however that’s not together with lattes and chilly brew. It’s a must to spend $70 to get a free “crafted” drink, which incorporates an espresso, a chilly brew, or a refresher. And it’s $90 for a “premium” drink, like Dunkin’s signature latte.
Some prospects aren’t pleased about it.
The Dunkin’ Donuts Reddit discussion board is ablaze with complaints in regards to the new program. There are a number of posts during which customers share how a lot they dislike the brand new rewards program, with one receiving near 200 feedback.
“Don’t attempt to piss on me and inform me its raining, Dunkin,” one Reddit consumer wrote. “Had been getting much less with the phantasm of extra.”
“I’m in a state of disbelief,” stated one other Reddit consumer, detailing how way more cash they need to spend to get the identical perks. “I’m sick. That is horrific.”
One other stated the period of time it will take for them to earn a latte with factors was “completely egregious.”
Twitter customers weren’t a lot kinder, and because the announcement they’ve flooded the platform to share their disappointment—there are nonetheless new Tweets coming in each jiffy, complaining in regards to the change.
“Now as an alternative of spending $40 to get a free drink from Dunkin, I’ve to spend about $60-$70 with the brand new app/rewards replace? Y’all what,” one individual tweeted. “I do know inflation has been unhealthy however $20-$30 extra for a free drink? Y’all gotta be joking. Please say it’s a joke.”
Others wrote that the brand new program is pushing them to stroll away from Dunkin’ Donuts espresso altogether.
“i swear i’ll begin boycotting @dunkindonuts except they alter the rattling rewards system again,” one consumer wrote on Twitter.
In a Continuously Requested Part on its web site, the corporate wrote that it modified this system as a result of “our members deserve extra.”
However some common prospects weren’t having it. “I hate how they attempt to spin it within the FAQ prefer it’s an enormous win for all of us prospects when it’s an entire downgrade,” one reddit consumer wrote.
Dunkin’ Donuts President Scott Murphy instructed the Wall Avenue Journal that the corporate modified the rewards program partly to replicate the prices of creating a few of these drinks. He added that prospects can now redeem factors for meals choices, which they had been unable to do earlier than, and earn rewards after spending much less cash.
“Change could be arduous for folks,” he stated.
Dunkin’ Donuts didn’t instantly reply to Fortune’s request for remark.
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