Liquid Barcodes


Flagship Program Update: Dunkin’ Doubles Membership

Paula Thomas, Chief Content Officer, Liquid Barcodes


In July 2018, we wrote an article highlighting our favourite learnings from the DD Perks program, the loyalty program operated by the retailer that was known at the time as “Dunkin’ Donuts”. With the company re-brand to simply “Dunkin” apparently complete (the brand has not managed to secure the domain and is still having to use, we are taking the opportunity to check in on their loyalty updates and innovations – the most exciting of which is the sheer growth in numbers! From an already impressive 8 million members in 2018, to now boasting more than 16 million DD Perks members in just six years, there are clearly plenty of things we can continue to learn from this brand, which proudly describes itself as “one of the fastest-growing loyalty programs in the industry“.

The first, my favourite, is an intention to doing “fewer things better” – an insight published in their 2019 Annual Report. DDPerks continues to earn its place as one of those “few things” the company is committed to doing better, having previously described it as the foundation for its one-to-one marketing’. So let’s look at what this mega brand has been up to over the last few years in order to drive this growth and double its membership in just two short years.

Dunkin strategyDunkin’s digital strategy in 2020

Points for all Payments

The underlying “always-on” loyalty proposition of DD Perks has remained consistent for members, with 5 points earned per dollar spent, and rewards in the form of drinks once 200 points have been earned (a $40 spend).

Two major enhancements were launched in 2019, the first of which was to make the program “more flexible by expanding multi-tender to members nationwide.” Previously, DD Perks members had to pay using a pre-registered Dunkin’ gift card, however the program gradually introduced its loyalty benefits to customers “no matter how they pay” with expansion  to over 1,000 stores in April 2019, and full nationwide availability later that year in October. This means that customers now earn DDPerks points whether they pay using cash, credit or debit cards, or more recently, Apple Pay and Google Pay, regardless of whether they present the app or the newly launched physical loyalty card to track their points and purchases.

This decision seems to be have been the key improvement that has doubled their membership growth, with about 2 million members joining from 2018 to 2019, but the brand then tripling that acquisition rate, with 6 million members alone added from April 2019 to the time of this article in August 2020. Incredible!

DDPERKSAll purchases now earn DDPerks – not just  purchases on gift cards

Guests and Gifts

The second key enhancement in Dunkin’s digital strategy is allowing anyone – regardless of whether they are members of DDPerks – to enjoy on-the-go mobile pre-ordering as a “guest” within the Dunkin’ app. Opening up the digital ecosystem to allow any customer, not just loyalty members, to use the on-the-go ordering function is a great way to immediately drive customer loyalty, but it also makes it more likely that guest users may decide to sign up for the Perks program. The “on-the-go” facility works with any form of payment, and works for both drive-through and in-store customers.  


More recently, the company has started to promote lesser-known benefits of its loyalty program – my own favourite is the simple “gifting” concept that has been added as a quick and easy way to share unexpected donut joy between friends and family as shown here:

Gift appGifting is a key feature of Dunkin’s latest digital strategy

In closing, we were impressed by the loyalty research coducted by Brand Keys as a consultancy firm who last year researched 921 brands with 55,000 people to decide the “Top 100 Loyalty Leaders” across 11 key consumer categories.

Remarkably in this research, Dunkin’ has earned a No. 1 ranking for customer loyalty in the coffee category for 13 years running! The research firm explains: 

“Loyalty is six times more powerful than satisfaction, eleven times more accurate than recommendations, eighteen months ahead of focus groups and tracking studies, and can optimize brand marketing, advertising and media outreach by twenty percent.”

With such powerful commercial importance, it’s exciting to see Dunkin’ continuing to implement an innovative digital & loyalty strategy, and deliver such exceptional growth in membership as well as a “strong performance” for investors.


About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialising in the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2 Priority, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group (UAE), as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards and host of the “Let’s Talk Loyalty” podcast.


Blog post

5 Cs of Summer: Cold Coffee, Clean Cars & Convenience

Subscription programs are a great way to secure long-term customer loyalty and revenue. Whether you are providing a subscription for beverages or car washes, securing recurring monthly revenue is imperative to stay competitive.   Summer is around the corner and retail marketers are crafting sunny campaigns to increase customer traffic to the store. Help those […]

Blog post

Circle K Makes a Splash With Car Wash Subscription Program in Europe

Circle K has extended its highly successful car wash subscription program to Norway after successful implementations in the United States, Canada, Denmark, Sweden and Estonia. Circle K’s vast global network of car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program […]

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

Sunshine Gasoline Introduces ACH-Only Mobile Payment for Fuel

Florida convenience retailer releases fuel payment app accepting only ACH payment, saving thousands in payment processing fees for the retailer. Sunshine Gasoline upgraded its Max Carwash App to Sunshine Brand featuring a special fuel pay program, powered by C-StorePay by Liquid Barcodes, which allows consumers to conveniently pay for fuel using the app. Customers simply […]

Blog post

2022: An Outstanding Year for Liquid Barcodes and Our Customers

In 2022, Liquid Barcodes witnessed a year of unprecedented growth with customers, products and team members. Every great business has an inspiring founding story and Liquid Barcodes’ 10-year journey is inspiring the future of loyalty. Beginning as a startup in Norway, the company opened its second office in the United States in early 2022 and […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Polish Retail Leader Żabka Launches Coffee Subscription Program

Polish retail giant, Żabka introduces a monthly coffee subscription program across its vast store network. With its new coffee subscription program, Żabka Polska will certainly dominate the beverage category in Poland’s unique convenience market. In July 2022, Dr. Adam Manikowski, Managing Director of Żabka Polska, was featured on the popular Global Convenience Store Focus video […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes