Current Events for Starbucks and Dunkin’ Donuts – Monica Wall
In the state of current events for Starbucks and Dunkin’ Donuts, both are currently changing their processes that involve customer loyalty and discounting. Starbucks, this past April, changed their loyalty program so that rewards are tied to the amount of dollars spent instead of number of visits. Starbucks’ customers have had mixed reactions to this change. The company based their decisions on feedback provided by its top customers who want to be rewarded for what they buy, not how often they visit. The strategy behind this is also to reward their most profitable customers, rather than their most frequent (Barro, 2016). Though some of their losing customers are frustrated, they