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Why loyalty programs want you to indulge in your guilty pleasures

Your late-night pizza order just got a little easier to make.

Pizza Hut on Tuesday announced its first-ever loyalty program. Called “Hut Rewards,” it lets customers earn unlimited points that can be redeemed for pizza. The program will offer two points for every dollar spent. Customers can redeem 200 points for a medium pie or 250 points for a large. A customer would have to order about 13 pizzas to reach the 200 points for a free medium pizza. Pizza Hut is offering double points from Aug. 10 through Oct. 1.

Pizza Hut YUM, +0.23% isn’t alone. Many of the most popular loyalty programs appeal to our vices: At StarbucksSBUX, -0.43% or Dunkin’ Donuts DNKN, +3.50% two restaurants with popular loyalty programs, patrons visit nearly daily for a coffee fix.

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