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Restaurant Chains Make It Cost More to Be Loyal



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At least twice a month, Lizzy Laufters could count on getting a free coffee.A member of the Dunkin’ loyalty program, Ms. Laufters, a 22-year-old digital account executive for a public affairs firm in Raleigh, N.C., stacked up points by frequently buying her favorite drink — a medium caramel iced coffee with two creams and two sugars.Then, last fall, Dunkin’ changed its rewards program.“I lost one of my free drinks each month,” Ms. Laufters said. “Prices were already increasing, and I was like, ‘I can’t believe they’re doing this.’ I felt like all of the free perks I would get were now gone.”So Ms. Laufters ditched Dunkin’ for Starbucks. This month, Starbucks changed its reward system. “Are you kidding me?” Ms. Laufters asked when told of the changes.During the pandemic, many fast-food chains and restaurants used rewards programs to encourage customers to us …

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