Dunkin’ Donuts Offers Rechargeable Card
Customers soon won’t be left scrambling for change when their buy a cup of coffee or their favorite treat at Dunkin’ Donuts. Dunkin’ Brands, Inc. has developed a new stored value card to ease consumers’ purchasing experience at Dunkin’ Donuts retail shops.
The Dunkin’ Donuts card, now available in select markets in Maine, Massachusetts, Rhode Island and New Hampshire, lets consumers buy beverage and bakery products without the hassle of carrying cash.
“Customer trends are increasingly toward plastic,” Elizabeth Ellingson, brand marketing manager for Dunkin’ Donuts, said of the card. “It’s really about making our customers’ lives easier.”
Consumers can purchase the card at select New England Dunkin’ Donuts shops or online at Dunkindonuts.com. The cards are available in denominations ranging from $5 to $100. Customers can add money to the rechargeable card when the value diminishes.
“Because our business is so much a ritual for our customers and a part of their routine, the card enables their daily visits to Dunkin’ Donuts,” Ellingson said.
In addition to restoring value, consumers can also register their cards to protect the balance if it becomes lost or stolen, Ellingson said. Dunkin’ Brands promoted the rechargeable card through in-store advertisements and the Internet.
Dunkin’ Brands plans to offer the stored value card in the 36 states where Dunkin’ Donuts has stores. Shops within Stop & Shop supermarkets will not participate.
As an added incentive, Dunkin’ Donuts is sponsoring a sweepstakes to promote the card through its “Recharge & Win” sweepstakes. Beginning Dec. 27 through Feb. 6, consumers who add value to their Dunkin’ Donuts cards using their MasterCard will be automatically entered in a sweepstakes to win the grand prize of an eight-day, seven-night trip to Jamaica. Consumers can also enter the sweepstakes by mailing in an entry.
First prize in the sweepstakes is a four-day, three-night trip to Woodstock, VT. Second place winners will receive a reloaded Dunkin’ Donuts card. Winners will be selected in a random drawing on March 14. Internet, in-store, and TV support the sweepstakes.
Formerly branded together under Allied Domecq Quick Service Restaurants (ADQSR), Dunkin’ Donuts, Baskin-Robbins and Togo’s are now under the umbrella of Dunkin’ Brands. The new name, and fresh tagline of “eatdrinkthink” released this month, is part of a re-branding effort by the company to have a leading role in building brands in the “quick quality” food and beverage category.
