Starting in May, Tim Hortons Canada will launch a co-branded credit card that will offer instant Tim Hortons loyalty rewards to CIBC clients on their everyday spending.
The new CIBC Visa credit card will allow cardholders to accumulate Tim Cash rewards for all purchases made on the card that can be redeemed instantly using the same card at participating Tim Hortons locations to purchase coffee, baked goods, or any other Tim Hortons offerings.
Glenn Hollis, VP Brand Strategy, Marketing & Guest Experience, Tim Hortons told Loyalty360 there were two key drivers behind the decision to launch a loyalty rewards program.
“Listening to feedback from our leading social community, our guests told us they were interested in a loyalty program, and we continue to look for ways to lead in QSR, especially in the technology space,” Hollis said.
Hollis quoted his company CEO Marc Caira when he said: “We always want to deliver ‘the Ultimate Guest Experience.’’’
Tim Hortons Canada has never had a loyalty program, Hollis said.
While Hollis couldn’t offer any details, he said the company is also considering a non-credit card loyalty approach that is currently “in the works.”
If Tim Hortons Canada pursues a non-credit card loyalty initiative, customers would be involved in the process.
“We are always connecting with our guests as we help shape the ideal approach,” Hollis said. “The guests and our owners are always considered first and foremost in the structure and approach of any loyalty program, and we will always have a business model behind any concept we put out in the market.”
The new card will offer dual technology: It will function both as a CIBC Visa credit card and a Tim Hortons loyalty card. Cardholders will earn 1% Tim Cash on all CIBC Visa purchases made on the card, which they can redeem at Tim Hortons locations using the same card.
Hollis said as a marketer he always wants to make sure “we turn over every stone to deliver the ultimate guest experience on all levels–products, service, convenience, value, hospitality, innovation, and technology”
He added that Tim Hortons benchmarks success against itself.
“Always striving to continue to build on our results and deliver value to our guests, to our owners, to our team members and to our shareholders,” Hollis said. “We will never stop evolving. We always look at interesting and innovative developments in and outside our category. There are hundreds of great brands that are doing amazing work, especially in technology, and we will always look to bring innovation to our guests, our owners, and all stakeholders.”
As part of the May launch for the new co-branded card, CIBC and Tim Hortons will launch a national marketing campaign to promote the availability of the card to Canadians.
At the end of 2013, Tim Hortons had 4,485 systemwide restaurants, including 3,588 in Canada, 859 in the United States and 38 in the Gulf Cooperation Council.