News

Krispy Kreme's loyalty app test enables mobile payments

December 11, 2014

Krispy Kreme announced some details about its mobile loyalty test during its Q3 earnings call earlier this week. The company today released more information about the program. 

The company's My Kreme Treats customer loyalty app has initially launched in Richmond, Virginia, Nashville, Tennessee and greater Detroit and Grand Rapids, Michigan, and is available on iOS and Android devices.

Customers who sign up for the program can earn "Treats" with their purchases and redeem those points for free products during future visits. Guests also have the option to use their credit card to store value on the app.

"The new My Krispy Kreme Treats App is designed as a complement to our existing guest engagement offerings," CMO Dwayne Chambers said in a news release. "The brand currently has a 900,000-member Friends of Krispy Kreme e-club, and its Hot Light App has had over 100,000 downloads since its launch. The My Krispy Kreme Treats App not only provides our retail guests faster and more convenient service at checkout, it also enhances our connection with our most loyal fans as we celebrate them with personalized surprises and delights throughout the year, and easy-to-earn reward points redeemable for their favorite Krispy Kreme products at their convenience."

The My Krispy Kreme Treats smartphone application works seamlessly with the brand’s existing POS technology, the company said. The app allows guests at shops in the initial test markets to store value and make mobile payments with a virtual gift-card, while earning reward points redeemable for free doughnuts, coffee and other beverages. App users receive a free doughnut for enrolling, a free doughnut and beverage on their birthday, and other surprises throughout the year.

How it works

• Existing Krispy Kreme Hot Light App users will receive the Krispy Kreme My Treats App update once they automatically or manually update their Hot Light App. For new users, the My Krispy Kreme Treats App is available for free download in Apple's iTunes and Google Play Market.
• Earn 5 points for every $1 spent when you pay using My Krispy Kreme Treats.
• App users can accumulate points and redeem them for rewards at Krispy Kreme shops in the test markets.

Simultaneously with the initial launch of My Krispy Kreme Treats, Krispy Kreme introduced new enhancements to its Hot Light App design and functionality.