**Subject: Dunkin’s May 19 Free Coffee Play: Traffic Grab or Margin Hit?**

Subject: Dunkin’s May 19 Free Coffee Play: Traffic Grab or Margin Hit?

Dunkin’ is giving away free hot or iced coffee to all customers on May 19 (no purchase required). The likely play: re-engage lapsed app users and drive Q2 transaction velocity during a historically soft mid-month period. While the margin per cup is negligible, the CRM data haul and potential average ticket uplift from add-on items offsets the unit cost. Competitor alert: expect Starbucks and McDonald’s to counter-program later that week. Actionable insight: if your brand serves a morning traffic window, monitor store-level staffing and supply chain today.