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

Paying for Fuel With an App Is Convenient….Until It Isn’t

Paying for fuel using a stored payment method through your smartphone and the store’s app is an amazingly convenient concept. Drive up, link your phone and the pump, pick your payment method and fuel up. In under 5 minutes, your fuel tank is full and you’re on your way and you never touched a payment […]

Blog post

For the Love of Convenience

This summer, my family took the proverbial summer road trip vacation. First, we drove from our home in Virginia up north to the great land of lobstah in wicked cool New England. After that, we drove from there down to the endless sandy beaches in the Outer Banks of North Carolina.     1,500 miles! […]

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

Subscription Programs Are Economically Smart Investments

Monthly subscriptions to products and services are economically smart investments for retailers and customers With a recession looming and gas prices still at record-high levels, customers are tightening their grip on their wallets. But this doesn’t mean they’ll be turning their backs on convenience store purchases and there are ways you can weather the impending […]

Blog post

Converting Impulse Shoppers to Automatic Customers

Subscription programs for drinks and snacks encourage customers to change from impulse buyers to automatic customers   Customers stop at gas stations and convenience stores to buy fuel, for beverages and snacks and to use the bathroom, essentially in that order of priority. A NACS survey of gas-buying customers found that half went into the […]

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

Sweet Tea and Coffee Subscription Beverage Programs Brew Recurring Revenue

As summer nears, consumers are turning their attention towards refreshing iced beverages and iced tea is a hot seller this time of year, especially when sold with a subscription beverage program. Sweet tea might be the quintessential drink of southerners in the U.S, but the rest of the country has developed a taste for the […]

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 […]

Blog post

Unlimited Car Washes!

Subscription programs for car washes are a hot trend in convenience retail.

Blog post

Car Wash Program Drives Sales for United Pacific

Car wash programs are revenue drivers for convenience stores and fueling stations around the globe. Making sure the process is convenient and cost-effective for customers increases traffic and drives in-store sales. Oftentimes, car wash units occupy a small corner of the lot and do not receive much attention. This is not the case for those […]

Blog post

Danish Railway Rewards Riders with DSB Plus

The Danish railway system, known as DSB, is going the distance to reward customers by partnering with convenience retailer 7-Eleven to deliver points towards food and coffee simply for riding the rails. Whether commuting or travelling longer distances, riders who join DSB Plus earn points whenever they travel within Denmark. DSB is an abbreviation for […]

Blog post

Subscriptions for the win!

Amazon Prime is, by nature, a subscription under the auspice of membership. Pay an annual fee, get 2-day shipping and exclusive deals. Amazon took it one level further with “Subscribe & Save” where you can get everyday – and not so everyday – items shipped to you on a regular schedule.  In the early days […]

Blog post

Customer Retention Program of Circle K Vietnam

As the first international convenience store brand to launch in Vietnam, Circle K has over a decade of expertise catering to the needs of the 96 million residents of this huge country, operating a network of over four hundred convenience stores each open 24 hours a day! So launching an outstanding customer retention program was […]

Blog post

Stinker Stores Named Best New Loyalty Program in the U.S.

        2021 Best New Loyalty Program  Stinker Stores’ new loyalty program offers multiple redemptions with a single scan and stands out with a gamification feature to keep customers engaged. This article is originally published on CStoreDecisions and written by Erin Del Conte | October 28, 2021 Stinker Stores, with 103 convenience stores across Idaho, […]

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