[BU Today] Professor Leora Lanz and Professor Jonathan Katz Share their Perspective on Why Dunkin’s Revamped Rewards Program Has Angered So Many Customers
SHA faculty on the pitfalls for companies that make changes to their loyalty programs
Need a coffee? If you’re a New Englander, there’s a good chance you frequent one of the more than 4,200 Dunkin’s spread across the region. (There are more than 11,0000 worldwide). Those in the know have learned to skip the line by ordering ahead on the Dunkin’ mobile app so their coffee and donut are ready when they get there.
Early adopters of the Dunkin’ mobile app, this writer among them, may recall the company’s once-generous and easy-to-use loyalty program, which handed out free coffees seemingly all the time: birthdays, National Donut Day, after a Pats win (with 2.25 million free drinks distributed before they started charging 87 cents, in an nod to Gronk), etc., etc. If you are one of those maniacs who requires a daily iced coffee even in a blizzard, the freebies added up.
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