An online community of Dunkin’ fans is torn as drama surrounding their new loyalty scheme explodes on social media

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Dunkin’ has more than 8,500 locations in the United States.PA

  • Dunkin’ fans are arguing over changes to its loyalty program, which have received a mixed response.

  • While customers can now use their points on food, they have to spend more to get a free coffee.

  • A subreddit dedicated to Dunkin’ has been a hotbed of debate over the new rewards system.

A subreddit dedicated to Dunkin’ (formerly known as Dunkin’ Donuts) is embroiled in controversy as users fight over a new loyalty program the brand unveiled last week.

The revised system increased the number of points customers receive from five to 10 per dollar spent. It also lowered the threshold at which they can redeem points from 200 to 150. However, according to the Dunkin’ website, the new system requires a minimum of 500 points to get a free coffee (fewer points can be redeemed for snacks , donuts and tea).

Previous versions of the rewards program entitled customers to a free drink with just 200 points, leading people to calculate that they would now have to spend a minimum of $50 to get a free coffee, compared to $40 in the previous system.

Complaints about the new rewards have caused controversy on r/DunkinDonuts, a subreddit usually dedicated to discussing users’ love for the brand, where no one seems to be able to agree on what to do with it. .

When Dunkin’ announced the new program, he said the change was made “because our members deserve more!” But several posts on the subreddit criticized Dunkin’ for inferring that the new rewards would benefit them more than the old system. A post that received 145 upvotes said he thought the company treated its customers like “idiots”.

One user, who had a 91% upvote for his post, called the new system “stingy” while another, with 98% upvotes, said customers were getting “less with the illusion more”.

Many members of the subreddit said they would no longer drink the brand’s coffee, switching to Starbucks or McDonald’s instead, effectively boycotting Dunkin’ as a result of the new system. Some even offer users tips on how to make their favorite Dunkin drinks at home.

Users say they hope that by complaining about the new program on Reddit they will be able to instigate change and force Dunkin’ back to the old rewards program. However, not everyone in the subreddit agrees with the criticism.

Some Redditors criticize other users for complaining about Dunkin’ in a community that is usually used to express their love for the brand. Others scoffed at the suggestion that people would boycott the brand based on a change to its loyalty system.

People also championed Dunkin’ for the change, arguing it could be due to inflation driving up food and labor costs, and warning there could be price increases for Dunkin products in the future. One person who supported the change wrote that the new rewards program allows customers to get ‘little treats’, while another user said it’s ‘no big deal’ to have to spend a little more for a free drink.

Even Redditors who say they are Dunkin employees weighed in.

The debate also spilled over to Twitter, where writer Magdalene J. Taylor – who reported on the controversy for Jezebel – posted Reddit screenshots of the “Drama in the Dunkin’ World” on October 10. The tweet received over 27,000 likes and nearly 3,000 retweets. In replies and quote tweets, Dunkin fans continued at debate the deserved of the new rewards system.

The Dunkin’ fandom, which Taylor described as common among “hardened New Englanders”, has long had a presence on Reddit: the dedicated subreddit was established in 2013 and has over 18,000 members, and various employees participated in “ask me anything”. “threads, known as AMAs.

Dunkin’ did not immediately respond to Insider’s request for comment.

For more stories like this, check out Insider’s digital literacy team coverage here.

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