financial services

Dunkin' Is Amex Blue's 1st Non-Travel Partner

American Express Blue Savings Program

American Express is making Dunkin' Donuts the newest addition to its Blue Savings customer loyalty program. When Blue, Blue Cash, or Blue Sky Cardmembers shop four times in a calendar month at any Dunkin' Donuts restaurant nationwide using their American Express Card, they will get a $5 Dunkin' Donuts Card.

The company's Blue program dangles things like room upgrades, discounts, and food and beverage credits. American Express has deals with Atlantis, Paradise Island, JW Marriott Hotels & Resorts, Renaissance Hotels & Resorts, Hertz car rental, and Regent Seven Seas Cruises. Dunkin' Donuts is the first dining partner to join the program.

To receive the benefit, members must register their Blue from American Express, Blue Cash, or Blue Sky Card at AmericanExpress.com/ Bluedining.

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Members can then visit any participating Dunkin' Donuts restaurant nationwide and must make four separate purchases on the same enrolled Card in a calendar month to receive the benefit.

An American Express spokesperson says that while the company does not do TV or radio for these types of benefits, "we will be promoting it through a number of marketing channels, including inserts in all statements going out in April and May for cardmembers in the Blue portfolio," she says. "We are also sending emails out around it; and in online statements we will have messaging and marketing information for cardmembers."

She says the goal is both to build loyalty and bring in new customers. "It's a combination. We want to enhance cardmember benefits, and loyalty is obviously a huge part of; but at the end of the day those enhancements also make card membership attractive to non-members."

The program, she says, started as Amex Blue Travel savings program available only as part of the Blue Sky travel rewards card, which is why every other partner in the rewards program is a travel or hospitality company. The spokesperson says Dunkin' Donuts is the first of new partners that will extend the theme beyond travel. "We are exploring other partners," she says.

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