Krispy Kreme launches a new rewards programKrispy Kreme launches a new rewards program

Joanna Fantozzi

Krispy Kreme announced on Tuesday the relaunch of its loyalty program, dubbing Krispy Kreme Rewards, “the most generous rewards program in the history of doughnuts.” The revamp allows customers to earn points and perks faster than the previous iteration (10 points per every dollar spent, which replaces the previous structure of 12 purchases required to redeem a free item). Rewards are also more customizable, as customers can cash in points at varying levels including a free single doughnut, three-pack, six-pack, a dozen doughnuts, as well as coffee and hot chocolate drinks.

“While other brands seem to be making it harder on loyalty members, we’re making Krispy Kreme Rewards easier and even more generous,” Dave Skena, global chief brand officer for Krispy Kreme, said in a statement. “We take a lot of pride in being generous to all our guests, and that’s not changing.”

If this loyalty program makeover sounds familiar, it’s because several other brands have initiated similar changes to their loyalty programs, including most recently Domino’s Pizza, Potbelly, and MOD Pizza last summer. The idea is to move away from simply a digital version of the classic punch card system — which replaced the physical card with an app or email rewards program — and toward a more customizable approach where customers don’t have to wait months to redeem a reward and can choose which perk they want to save up for.

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To celebrate the launch of its new rewards program and incentivize memberships, Krispy Kreme is giving all members a free dozen doughnuts, including those who join between now and May 11. Over the next dozen days, the JAB holding company-owned brand will be offering 12 deals, including free doughnuts and coffee, through May 11.

In the future, members will get a free treat on their birthday, free LTO opportunities, and double points during the month of their membership anniversary.  

Customers can sign up through the Krispy Kreme app or website and current members will have their points transferred to the new system.

Contact Joanna Fantozzi at [email protected]