Dunkin’ is opening up mobile ordering to all of its customers as it seeks to broaden its appeal as a convenience destination for tech-savvy diners.
The company is also making a key enhancement to its DD Perks loyalty program to give members points no matter how they pay for their order.
The Canton, Mass.-based chain hopes that the changes will help with the growth of its digital strategies. DD Perks has more than 12 million members and has become a key cog in the company’s digital and marketing strategies going forward. The company also has high hopes for its expansion of mobile ordering.
“With the nationwide rollout of on-the-go guest ordering and by making our loyalty program more flexible, we’re ensuring that all our guests can take advantage of mobile ordering and DD Perks, which we’re confident will help fuel further growth in our digital ecosystem,” said Stephanie Meltzer-Paul, vice president of digital and loyalty marketing for Dunkin’ U.S., in a statement.
Dunkin’s On-the-Go Mobile Ordering had been available only to DD Perks members paying with a Dunkin’ gift card. The company now has a “guest order” feature that allows anybody to place a mobile order through its app.
The feature is part of a new update to the Dunkin’ app.
“Mobile order and pay is clearly a winning proposition for Dunkin’,” CEO Dave Hoffmann said on an earnings call in August, according to a transcript on financial services site Sentieo. “It enables guests to get in, get out, and on their way.”
Meanwhile, DD Perks members will be able to earn points on every purchase, no matter how they pay. To earn points, they just need to have their loyalty ID QR code in their Dunkin’ app scanned before they pay.
Loyalty members earn 5 points for every dollar they spend at Dunkin’ and get rewards for a free beverage once they get 200 points.