With the holiday season days away, Dunkin' Donuts, in partnership with Masterpass by Mastercard, launched a new Perks Week, bringing five days of presents to its most loyal guests, including free beverages.
Sherrill Kaplan, vice president of marketing and innovation at Dunkin' Brands joined us to explain how Perks Week is building customer loyalty.
The program dishes out special daily deals, and is available to members who make a purchase using On-the-Go Mobile Ordering. Kaplan says the company chose to roll out Perks Week heading into the holiday season because it's a great way to kick off the season of joy.
Dunkin' Donuts now has 7.5 million DD Perks members, up 39 percent from last year. She says on-the-go ordering is for all members, but appeals the most to millennials. The company even integrated with Waze to allow users to order straight from the Waze app while users are on their commute.