CANTON, Mass. – Dunkin' Donuts announced it has surpassed 2 million members for its digitally integrated DD Perks loyalty program, rolled in January 2014, and that downloads of its mobile app, launched in August 2012, have passed the 10 million mark.

Feeding off of these successes, the donut chain has now rolled out enhancements to the rewards program and app. DD Perks members are eligible for a free beverage of any size on enrollment, on their birthdays and when they reach 200 points (they earn five points per $1 spent). Also, while Perks members were already able to share their rewards with friends and family, or auto-reload their Dunkin' account, they can now do both directly through the app, rather than having to use a desktop browser.

Dunkin' is using publicity and sweeps to drive awareness of the latest enhancements, new member enrollment and increased use of the loyalty program by existing members, across various channels, including Twitter.

According to a report in Marketing Daily, while all leading QSRs are focused on leveraging mobile apps, not all have integrated their apps with rewards programs. While Dunkin’ Donuts’ integrated program is still less than a year old, their sources say the company confident that the capabilities will prove to be effective competitive differentiators.

In a logical next step, Dunkin' is now gearing up to begin a limited test, before the end of this year, of mobile ordering for in-store pick-up. The concept, according to reports, is to have customers phone-in orders, but not for specific pick-up times. Instead, they will use an order number or other ID form to alert staff when they get to the Dunkin' store. Staff will then make up the order on the spot and let the customer know when it's ready at the pick-up windows or areas already in place in Dunkin' stores.