No more free coffee on your birthday? Companies rein in customer rewards programs — here's why

The Dunkin' logo is seen on a storefront, Friday, Oct. 14, 2022, in Boston. Reward programs have long been a way for brands to build loyalty and incentivize spending. But now some companies are becoming a bit more stingy, and customers are taking notice. Last fall, for example, many balked at Dunkin's decision to stop offering a free drink on their birthday and instead give them triple loyalty points on their purchase. (AP Photo/Michael Dwyer, File)