Dunkin’ Donuts Card Makes Its Debut

BOSTON Allied Domecq’s Dunkin’ Donuts said it has introduced rechargeable Dunkin’ Donuts Cards, available at participating regional locations and through the chain’s site, dunkindonuts.com.

“Dunkin’ Donuts recognizes that today’s consumer is looking for cashless alternatives for almost every purchase, no matter how small,” said John Gilbert, Dunkin’ vp of marketing, in a statement. “By offering the Dunkin’ Donuts Card and credit cards as payment options, we are providing our customers greater convenience and flexibility while building customer loyalty.”

The card is available in denominations ranging from $5 to $100.

The rollout will be supported by ads breaking this week from the client’s lead agency, Hill, Holliday, Connors, Cosmopulos in Boston, a unit of the Interpublic Group. Hill, Holliday last month launched a $25 million campaign for Dunkin’s latte drinks tagged “Bring yourself back.” [Adweek, Oct. 11]. The Randolph, Mass.-based chain spends about $60 million annually on ads, per TNS Media Intelligence/CMR.

When making a purchase, the card is swiped through a magnetic reader like a credit transaction. The amount on the card is automatically updated. Users can also register online for the auto-recharge feature, which automatically uploads a fixed dollar amount to the card each month, or should the balance fall below a certain level. The card can be recharged at Dunkin’ shops or online.

The card is currently accepted at participating Dunkin’ shops in Maine, New Hampshire, Rhode Island and Massachusetts.

—Adweek staff report