**FOR IMMEDIATE RELEASE**

FOR IMMEDIATE RELEASE

DUNKIN UNLEASHES “FREE COFFEE MAY 19” – A $50M BOLD MOVE TO CRUSH THE COMPETITION

CANTON, MA – Dunkin’ Brands today confirmed a massive, single-day offensive on May 19: Free Medium Hot or Iced Coffee for every customer. No purchase necessary. No app required. Just walk in.

The strategic play?

• Scale: Paying for millions of cups in one day (est. $50M+) to artificially flood market share.
• Data:
  • Customer average spend increases 62% with a free coffee trigger.
  • 43% of new customers convert to repeat buyers within 30 days.
• Competitive: Direct strike at Starbucks’ new “Summer Sips” loyalty push.

CEO Take: “We own the breakfast daypart. This isn’t a giveaway; it’s a land grab. One cup today equals a decade of loyalty tomorrow.”

Action required:

• Ops: Stores open 5:00 AM local. Extra staff. Limit one per guest.
• Finance: Margin hit accepted. CFO models 6x ROI within 6 months.
• Marketing: Zero paid media. Organic virality engineered. Hashtag: #FreeCoffeeMay19

Bottom line: Dunkin is buying the entire industry’s attention for 24 hours. Expect lines around the block. Expect competitors scrambling.

Source: Dunkin’ Corporate Communications | BusinessWire