Here’s why Dunkin’ Donuts customers are outraged by the new rewards program
Dunkin’ Donuts has announced a new rewards program, and it’s wreaking havoc on their coffee-loving customers.
Last week, the company overhauled the program called “DD Perks” and replaced it with “Dunkin’ Rewards.” Under old privilege programCustomers can earn five points for every dollar they spend, and 200 points (or $40) is enough to earn a free drink of your choice.
However, under the new rewards program, that $40 will only get you a cup of tea. To earn enough points for a free cup of coffee, you have to shell out $50, but that’s excluding cold brew and coffee. You have to spend $70 to get a free “craft” drink, which includes espresso, a cold beer or a refreshing drink. And it’s $90 for a “premium” drink, like Dunkin’s signature latte.
Some customers are not happy about it.
The Dunkin’ Donuts Reddit the forum was on fire with complaints about the new show. There were multiple posts in which users shared how much they disliked the new rewards program, with one receiving nearly 200 comments.
“Don’t try to piss me off and tell me it’s raining, Dunkin,” wrote one Reddit user. “Less is less with the illusion of more.”
Another Reddit user said: “I am in a state of distrust, detailing how much more they have to spend to get the same perks. “I’m sick. This is horrible.”
Another said the length of time it takes them to earn a coffee score is “absolutely serious.”
Twitter users aren’t much kinder, and since the announcement they’ve flooded the platform to share their frustrations — there are still new Tweets popping up after a few minutes, complaining about the change.
“Now instead of spending $40 to get a free drink from Dunkin, I have to spend around $60-$70 with a new app update/reward? Y’all what,” one person tweeted. “I know inflation is bad but extra $20-$30 for a free drink? You must all be joking. Let’s just say it’s a joke” .
Others write that the new show is pushing them to leave Dunkin’ Donuts coffee altogether.
“I swear I will start boycotting @dunkindonuts unless they change the damn rewards system again,” one user wrote on Twitter.
In the Frequently Asked Questions section of its website, the company wrote that it changed the program because “our members deserve more.”
But some regular customers don’t have it. “I hate how they tried to rotate it in the FAQ like it was a big win for all our customers when it was completely downgraded,” one reddit user wrote.
Dunkin’ Donuts . President Scott Murphy told the The Wall Street Journal that the company changed its rewards program in part to reflect the costs of producing some of those beverages. He added that customers can now redeem points for food options, something they couldn’t do before, and earn rewards after spending less money.
“Change can be hard for everyone,” he said.
Dunkin’ Donuts did not respond immediately Fortune’s Request comments.
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