**SUBJECT: DUNKIN’S TRAFFIC TRAP**

SUBJECT: DUNKIN’S TRAFFIC TRAP

Dunkin’ is giving away free coffee on Sunday, May 19—no purchase required. The catch? It’s a deliberate squeeze on mobile order wait times and a data play for a quiet morning.

Key tactic: Customers must order through the app, driving digital adoption and in-store foot traffic at typically low-volume hours. Expect loyalty sign-ups to spike, but operational strain on understaffed locations.

Bottom line: High short-term buzz. Margin cost per cup. Bet on a tight lid on store labor vs. viral returns. Will the May 19 wait-time complaints offset the June app stickiness? Likely yes.

One line for the board: Dunkin trades coffee today for mobile habits tomorrow. Risky only if fulfillment fails.