Dunkin' Offers 1 Million Free Coffees to Rewards Members on May 19

6 articles · Updated · Detroit Free Press · May 19

Dunkin' is giving the first 1 million Rewards members a free standard hot or iced coffee on Tuesday, May 19, at participating stores.
A promo code is set to be released Tuesday morning and can be entered in the Dunkin' app's Offers & Rewards section to redeem the drink.
The chain said no separate digital coupon is required, though it is steering customers to the app for faster ordering and real-time store availability.
The giveaway follows an Instagram teaser for "1,000,000 free coffees" and extends Dunkin's recent run of free-coffee promotions after similar offers in April.

With its massive giveaway tomorrow, what is the true value of the customer data Dunkin' is collecting?

Is Dunkin's giveaway building true loyalty or just training customers to expect constant discounts?