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CANTON, Mass. -- In honor of Dunkin' Donuts' 60th "BirthDDay," the brand has a new special offer -- the Dunkin' Donuts Birthday Perk, in which all members of the Dunkin' Perks program will receive a coupon in the mail during their birthday month, good for a free medium beverage of their choice, including any iced or hot coffee, tea, latte, hot chocolate or Coolatta slush drink (cooler drinks excluded). For an added bonus, starting in May, when new guests enroll in DD Perks, Dunkin' Donuts will mail new members a coupon for another free medium beverage.
According to John Costello, chief global customer and marketing officer at Dunkin' Brands, Dunkin' Donuts' new Birthday Perk is an opportunity to thank Dunkin' Donuts guests for their loyalty and passion for the brand. "As we honor our own 60th birthday, we wanted to show our appreciation for our guests who make us a part of their everyday routine. With our new Birthday Perk, guests enjoy a special treat from Dunkin' Donuts on their special day," he said.
The Dunkin' Perks program provides members exclusive in-store and online offers, as well as the inside scoop on new menu items, new restaurant openings and all the latest Dunkin' Donuts news. Enrollment is free at www.DunkinDonuts.com/Perks. To be eligible for the Birthday Perk, current DD Perks members must update their profile with their birthday information.
In April, Dunkin' Donuts conducted a survey of more than 500 people to discover what people enjoy most and least on their birthday. According to the results:
-- 63 percent of people said they enjoy celebrating their birthday most when their spouse, kids, family or friends do something special for them.
-- 22 percent said opening presents makes a birthday special, and 11 percent cited birthday cake as their favorite birthday perk.
-- 37 percent of people said that having people sing "Happy Birthday To You" is their least favorite part of their special day.
-- The most wanted "unexpected birthday perk" would be receiving something free from their favorite store or restaurant (29 percent), followed by a surprise party (20 percent) or surprise visit from an out-of-town friend or family member (20 percent).
-- People enjoy a cake break to recognize a colleague's birthday, as 70 percent of respondents believe that birthdays should be celebrated in the workplace.
-- 80 percent of people admit that they enjoy celebrating their birthdays.
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