Dunkin'Ordering and loyalty that made Dunkin' MENA feel local.
Challenge
The problem
Dunkin' MENA needed higher digital engagement and order frequency — a regional ordering experience that carried loyalty and rewards without feeling like a generic QSR template.
Strategy
How we approached it
Phoenux designed a MENA online ordering app with loyalty and rewards woven into the order path, adapted for regional brand and operational realities.
Full story
Dunkin' is a globally recognized brand. In MENA, the digital challenge was local: get guests to order more often through channels that felt as easy as the counter, with loyalty that actually motivated the next visit.
Engagement was soft. Order frequency lagged what the brand needed from digital. A bolted-on loyalty layer would have added friction. The product had to make rewards feel like part of ordering — not a separate chore after checkout.
Outcome
In MENA test markets, the redesigned ordering and loyalty path lifted repeat transactions by 40% and supported larger average baskets — measured on the digital channels Phoenux designed.
+40% repeat transactions in test markets
Services
- Creation