![]() “They do need to communicate it so that it’s not a complete surprise.” ![]() “What (brands) need to do is not make too many changes so often - because you’re going to start rubbing your audience the wrong way and it could backfire - and you should be very thoughtful about it,” Lanz said. Some joked that they “no longer run on Dunkin,’” a dig at the chain’s slogan, and others suggested that they might take their future business elsewhere.Įxperts say the way companies communicate changes to rewards programs is key. In the months following Dunkin’s announcement, dozens of Twitter users have expressed disappoinment over learning that the free birthday drink was gone. Still, the announcement felt off-putting for many Dunkin’ customers, who shared frustrations online. In a statement to The Associated Press, Starbucks said it “found that the vast majority of members were using their birthday reward on their actual birthday.”ĭunkin’ argued that its new rewards program would give its customers more flexibility and a larger variety of food and drink options - and in a statement to The Associated Press last week, the company said the new program lets “members celebrate their birthday even longer,” pointing to the three-day window within which customers can triple their loyalty points on birthday purchases. ![]() Despite consumer pushback, some chains have argued adjustments to rewards programs simply reflect how customers behave.
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