Krispy Kreme is getting into the mobile payments game with its own loyalty app.
With the Krispy Kreme Treats smartphone app, guests in certain test markets can store value on and make mobile payments through a virtual gift card. The loyalty app allows customers to to earn reward points for free food and drinks. Like Starbucks' loyalty program, Krispy Kreme offers users a free doughnut and beverage on their birthday.
“The new My Krispy Kreme Treats App is designed as a complement to our existing guest engagement offerings,” Dwayne Chambers, Chief Marketing and Innovation Officer for Krispy Kreme said in a company 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."
The My Krispy Kreme Treats App is available for free download in Apple's iTunes and Google Play Market.