Dive Brief:

• Dunkin' has unveiled a multi-tender option that allows DD Perks Rewards Program members to earn DD Perks Points regardless of how they pay at over 1,000 locations, according to a company press release.
• Customers can now scan a DD Perks loyalty ID QR code or a loyalty card if paying via cash, credit, debit or Dunkin' gift card to receive loyalty points, which were previously only earned by ordering with an enrolled gift card or via the Dunkin' mobile app. Points earned on a purchase and a points balance are also now included on a printed receipt. 
• The brand, which boasts 10 million DD Perks members, piloted the multi-tender rewards program at some of its California and Pennsylvania locations earlier this year and will bring it to additional locations in cities such as Hartford, New Haven, Miami, Fort Lauderdale, Syracuse and Springfield, Massachusetts. 

Dive Insight:

Retailers are increasingly making the switch to multi-tender loyalty programs, according to Customer Insight Group, and it's no surprise considering the benefits they afford. These types of programs help retailers to capture a more complete picture of a customer's purchasing patterns that could otherwise be missed. It can also lead to greater market share, better relationships with loyal customers and increased customer retention. 

While more restaurant chains are expanding and revamping their rewards program, Dunkin's multi-tender appears to be necessary to stay competitive. Chipotle recently launched its rewards program and allows customers to earn rewards not just from its mobile app, but also by scanning a code if paying with cash or card. Chipotle's launch, which included a Venmo partnership to randomly disburse amounts of $1 to $500 to customer accounts for a limited time, has been so successful that it enjoyed a 5x surge in loyalty app downloads.

Last month, Baskin-Robbins, Mister Donut and Thai department store Robinson became the first retailers to partner with mobile game developer HotNow on a mobile game that allows users to mine cryptocurrency. The digital coin can be cashed in for coupons and other discounts at real-world retailers.

Starbucks Rewards also rolled out a revamped loyalty program this week featuring a new design that allows users to snag its points sooner and use them to purchase a broader range of items through a new tiered points system, according to USA Today. If members pay with credit or debit, they can use their points whenever they want without an expiration date. Starbucks even allows customers to earn rewards for purchasing coffee at grocery stores. 

While loyalty rewards programs are becoming quite popular among restaurants, adding multi-tender options are even more advantageous for Dunkin' considering that most consumers carry their smartphone with them wherever they go,and may be more inclined to grab a bite when payment and earning rewards is as easy as scanning a QR code.