There’s controversy brewing with Dunkin’ Rewards.
In an email to customers, the donut shop announced updates to their rewards system next month — and they were thrilled to learn they’ll need more points to score free stuff.
The “Dunkin’ Rewards Refresh” will see the points needed to redeem freebies increase by as much as 450 points starting in October.
Currently, the rewards system gives 10 points for each dollar spent in the Dunkin’ app, which can be redeemed for different menu items. Coffee and cold brew will cost 500 points — the equivalent of $50 spent — while a donut will be 250 points, or $25 spent.
Starting next month, coffee and tea will be worth 600 points, meaning customers need to spend an extra $10 in the app. Specialty coffee and frozen drinks increased by 50 points, up to 950. Meanwhile, the Bites & Bagels category decreased in points.
New categories and items will also be added to the rewards system, such as bakery items, snacks and cold foam add-ons.
The company also said there will be “personalized offers” based on users’ most-ordered items.
Another change to the system is that starting Oct. 6, Dunkin’ Rewards points will expire one year from the last day of the month they were earned. There was previously no expiration date.
“We’re always looking for ways to give our guests more variety and value through Dunkin’ Rewards,” a company spokesperson told Food & Wine.
“Members can now also redeem rewards for popular drinks such as the Shakin’ Espresso and Dunkalatte in our Specialty Coffee category. These updates focus on offering more choices, personalized offers, and maximizing value for our loyal members.”
Here is a breakdown of the updated Dunkin’ rewards system:
| Reward | Current system | New system, starting October |
|---|---|---|
| Li’L Treats (hashbrowns, Munchkins, cold foam add-on) | 150 points | 150 points |
| Donuts | 250 points | 300 points |
| Bakery (new category) | n/a | 400 points |
| Bites & Bagels | 600 points | 500 points |
| Coffee | 500 points | 600 points |
| Tea | 400 points | 600 points |
| Non-coffee drinks | 700 points | 800 points |
| Breakfast sandwiches | 800 points | 900 points |
| Cold brew | 500 points | 950 points |
| Frozen & specialty drinks | 900 points | 950 points |
Dunkin’ isn’t alone in changing its rewards system to make people spend more money in order to get a free beverage.
Earlier this year, Starbucks announced a major change to its rewards system, making it a little harder to rack up Stars.
Instead of receiving 25 Bonus Stars for every order placed with your own cup, you’ll now receive “double Stars” for the entire order.
While it might sound like more — and it might be for some customers — you now have to spend a minimum of $12.50 during your visit to get the 25 stars, as opposed to automatically getting them under the current system.
Meanwhile, “Secret Lives of Mormon Wives” star Jen Affleck has taken her viral storyline about possibly being related to DunKing Ben Affleck to the next level in a new Dunkin’ commercial, as she declares herself the “Value Affleck” as the actor pulls up in the drive-through.
Dunkin’s fall menu arrived in stores nationwide in August, complete with pumpkin spice favorites, an expansion of Sabrina Carpenter’s Daydream Refresher lineup, and the return of the $6 Meal Deal.
There’s also a brand new brew: the Cereal N’ Milk Latte, billed as a sweet sip of nostalgia, combining espresso with cereal milk for a marshmallow-cereal flavor. It comes on the heels of the success of the fan-favorite Dunkalatte.
Dunkin’ also has festive fall foods for customers to enjoy. The brand-new Kreme Delight Donut, Chipotle Loaded Hash Browns and Maple Sugar Bacon will be joining seasonal favorites like the Chipotle Hash Brown Wake-Up Wrap, Ham & Swiss Croissant Stuffer and Braided Apple Pie.
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