Unlock Exclusive Rewards: Peet's Coffee Brews a Revolutionary 'Disloyalty Program' this National Coffee Day!

Article Brief: 

Peet's Coffee is revolutionizing loyalty programs for National Coffee Day on Sept. 29 with its innovative "Disloyalty Program" campaign, which allows customers to redeem reward points earned from rival coffee chains, as stated in a press release.

To participate, consumers can create a rewards account with the brand through a microsite and submit a screenshot of a loyalty app from a competitor company to receive a complimentary beverage from Peet's. Accepted loyalty points are from brands such as Dunkin' and Starbucks, among others. This initiative comes during a challenging period for the business and coincides with the recent introduction of its new brand platform, "Coffee for Coffee People," highlighting its primary coffee beverage rather than complex drinks.

Article Insight: 

Amid reports of Peet's parent company JDE Peet's experiencing a decline in market share and grappling with considerable debt, the company is taking an assertive marketing approach to attract customers and remain competitive. Introducing Peet's Coffee's ingenious Disloyalty Program, the company aims to entice trials from its nearest rivals.

Peet’s loyalty program, known as Peetnik Rewards, offers members the opportunity to redeem rewards points from various rival brands, including Starbucks, Tim Hortons, and Dunkin’. These points can be used to enjoy free coffee at Peet’s. In addition, rewards points from other coffee brewers such as Dutch Bros, Coffee Bean and Tea Leaf, Better Buzz, Joe and the Juice, Bluestone Lane, and The Human Bean are also accepted. According to Jessica Buttimer, vice president of brand marketing at Peet's, this initiative aims to reward coffee enthusiasts for their loyalty to the drink, recognizing that they may explore different coffee options but still deserve exceptional coffee.

Peet's recently introduced its cheeky Disloyalty Program as part of a series of marketing initiatives. These initiatives include the launch of a new integrated campaign and brand platform, developed in collaboration with new creative agency, Mischief @ No Fixed Address. The campaign consists of six commercials, paid social media and digital components, and out-of-home advertising in key markets. The focus of the campaign is on coffee itself, rather than the complex coffee drinks often highlighted by competitors, as Peet's aims to attract a larger audience of coffee drinkers.

However, Peet's faces a challenging task in trying to entice loyal customers away from its successful competitors. For instance, Starbucks has established a strong following for its loyalty program, with loyalty program members accounting for a significant portion of the company's sales at one point. Last year, Starbucks further enhanced its program by utilizing Web3 technologies, providing more interactive rewards and experiences to gather valuable first-party data. However, some adjustments to the loyalty program were met with criticism. Similarly, Dunkin' CMO Jill McVicar previously praised the success of the coffee chain's loyalty program, which has gained 4 million new members since its relaunch in October 2022.