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Dunkin Donuts: Starbucks Loyalty Program Change an Opportunity for Us

Image: Dunkin Donuts: Starbucks Loyalty Program Change an Opportunity for Us
Dunkin Donuts hopes Starbucks customers upset by the company's loyalty program changes will look for coffee elsewhere. (Photo by Spencer Platt/Getty Images)

By    |   Friday, 04 Mar 2016 01:36 PM

Dunkin' Donuts is hoping to attract Starbucks customers who are upset with the coffee giant's change in its loyalty program that appears to give rewards to big spenders rather than frequent customers.

Dunkin' Brands Group chief executive Nigel Travis told Reuters that his company is targeting Starbucks customers with $5 gift cards while some of Starbucks' customers appear to be simmering over the loyalty changes.

"We feel excited about the change to Starbucks' loyalty program," Travis told Reuters for story posted Friday.

Starbucks changed its loyalty rewards program in last month and it now tilts benefits toward customers who spend more money than to those who make frequent purchases, regardless of the cost.

The new loyalty program, which starts in April, allows Starbucks customers to earn two stars for each dollar they spend and to receive a free item once they reach 125 points, or approximately $62. With the old program, customers could buy any item to accrue 12 stars for the reward.

Starbucks' new program has set off a string of negative comments on social media.







Money magazine reported Thursday that in response to the criticism, Starbucks said it will offer "Double Star Days" once a month, where its gold members can earn four stars for each dollar spent. The company added that it will collaborate with partners like Spotify to create other programs for loyalty customers to earn additional stars, noted Money.

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Dunkin' Donuts is hoping to attract Starbucks customers who are upset with the coffee giant's change in its loyalty program that appears to give rewards to big spenders rather than frequent customers.
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2016-36-04
Friday, 04 Mar 2016 01:36 PM
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