Changes to Dunkin’s loyalty program have left some customers feeling betrayed, particularly in Massachusetts where the chain has a strong following. One affected customer, Aaron Braun from Stowe, reported losing approximately 62,000 points, equivalent to around $260 or 100 coffees, due to the company’s revised policy. This adjustment dictates that points now expire one year from the last day of the month they were earned.
Braun had accumulated a total of more than 93,000 points over several years, intending to share rewards with his children who have recently obtained their driver’s licenses. He expressed disappointment in the change, stating, “I’ve been loyal to you, but you’re not showing any loyalty back to me.” Despite reaching out to Dunkin’ for clarification, Braun felt his concerns went unaddressed.
Many customers have voiced their frustrations on social media, indicating that Braun’s experience is not unique. The backlash highlights a growing dissatisfaction with loyalty programs, which are often seen as marketing tools that can change without warning.
Understanding Loyalty Program Risks
According to Deidre Cummings, legislative director for the consumer advocacy group MASSPIRG, loyalty programs can be unpredictable. She remarked, “The rule of thumb I have is you gotta use it or lose it, because these things can change at a moment’s notice, as we’ve seen here.” Cummings emphasized that while these programs offer rewards, they come with inherent risks as companies retain the right to modify terms at any time.
Consumers participating in loyalty programs should also consider the trade-offs involved. Cummings noted that in exchange for perks, they often provide companies with valuable data regarding purchasing habits and personal information. “It’s not really free. I call it like ‘free not free,’” she added.
Industry-Wide Trends
Dunkin’ is not alone in revising its rewards framework. Other sectors, including airlines and credit card companies, are also adjusting their loyalty offerings, reflecting a broader trend in the marketplace. As businesses strive to balance customer retention with profitability, consumers are urged to stay informed about the terms of their loyalty programs to avoid unexpected losses.
Dunkin’ has not responded to requests for comment regarding the backlash or its policy changes. As loyalty programs continue to evolve, Braun and other customers may need to reconsider how they engage with these systems in the future.
