Loyalty programs are important channels to drive growth, so brands like Dunkin’ and Starbucks are working to ensure their offering provides enough value to attract and retain customers.
Leading coffee brands Dunkin’ and Starbucks have both announced changes to their loyalty programs as quick-service operators across the board are using the features to generate growth and repeat sales.
A recent Business Insider article examined the changes each of the coffee giants are making to their loyalty programs, noting that Starbucks removed its tiered membership model and is restructuring its points system for greater flexibility, while Dunkin’ has expanded the pilot of its new loyalty program which lets members earn points by paying with cash, credit, debit, or a Dunkin' gift card instead of just by payment through the Dunkin’ app.
The article noted that the growing popularity in mobile app ordering has made loyalty programs an important point of emphasis for QSR brands in particular when it comes to generating repeat sales from a customer base with so many alternative options for products. Brands should continue to tweak and refine their loyalty offerings in order to remain a compelling option for consumers if they hope to boost order volume.
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