America may run on Dunkin' (as its slogan says), but it's unclear whether the brand's forthcoming loyalty program will alter allegiances in the competitive coffee market.
Dunkin' Brands CEO Nigel Travis said Monday that the company will officially announce its DD Perks loyalty program later this month. The program has been in testing since November in Texas; Orlando, Fla.; Portland, Maine; and Wilkes-Barre and Scranton, Penn.
Members earn five points per dollar spent on a linked DD reloadable card, according to DunkinDonuts.com. They get a free medium beverage when they join, every year on their birthday and for every 200 points earned.
Loyalty is "the next phase" in Dunkin's one-to-one marketing push, Travis told CNBC's Courtney Reagan on Tuesday at the ICR XChange retail investment conference in Orlando.
"I think we're actually one of the leaders in the QSR [quick-service restaurant] space," he said. "There are obviously a couple of other loyalty programs out there, but we're a franchise system, which means we had to get all the infrastructure in place. We got the same point-of-sale equipment so we could build loyalty on top."
A spokesman for Dunkin' Donuts declined to comment ahead of the official announcement, which is scheduled for Jan. 27.