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Dunkin’ Donuts enters mobile payments arena

By
August 17, 2012

Dunkin’ Donuts is accelerating its position in mobile commerce with a new iPhone and Android application that lets consumers pay for beverages, food and merchandise at the point-of-sale.

Through the Dunkin’ Donuts mobile app, there is a mGift feature that lets consumers send virtual gift cards via SMS, email and Facebook Connect. Dunkin’ Donuts is ramping up its mobile commerce efforts and mimicking what Starbucks has already been doing in the space for a while now.

“We think mobile payments are really exciting,” said Scott Hudler, vice president of global consumer engagement at Dunkin’ Donuts.

“We want to deliver a new level of speed and convenience for our guests and really put the Dunkin’ brand in their hands,” he said. “The Dunkin’ brand is really all about meeting the needs of our consumers.

“America runs on Dunkin’ isn’t just an advertising slogan.”

Founded in 1950, Dunkin’ Donuts provides regular/decaf coffee, iced coffee, hot flavored coffee, donuts, bagels and muffins.

Runs on mobile
The Dunkin’ Donuts mobile app is available for iPhone, iPod Touch and Android devices.

Through the mobile app, consumers can buy a new mobile Dunkin’ Donuts card, add money to an existing card and view previous transactions.

The mobile payments app supports Visa, MasterCard, Discover, American Express and PayPal.

Consumers can pay for purchases by tapping the mobile Dunkin’ Donuts card on the mobile app and presenting the screen to a cashier at the point-of-sale to be scanned.

Additionally, the app includes a mGift feature that lets users send Dunkin’ Donuts cards to friends and family. The gift cards can be sent in denominations between $2 and $100.

The coffee giant is also letting consumers locate the nearest Dunkin’ Donuts location with a store locator feature that provides directions and information about local restaurants, store hours, in-store Wi-Fi and drive-thru availability.

Via the app, consumers can get nutirional information to help them make healthier choices.

In addition, Dunkin’ Donuts is betting big with social media by adding Facebook and Twitter tabs to the mobile app to encourage more “Likes” and followers.

To celebrate the release of the new app Dunkin’ Donuts is hosting a “The Dunkin’ App Twitter Sweepstakes,” which offers 20 fans a chance to win a $50 mGift for tweeting @DunkinDonuts with the hashtag #DunkinApp with an example of how Dunkin’ keeps them running while they’re on the go.

“Mobile is a rapidly changing space,” Mr. Hudler said. “We chose the two most prominent platforms – iOS and Android.

“Windows also seems to have some cool things coming down the pipeline and we’ll continue to monitor that,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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