Tim Hortons, the largest quick-service restaurant chain in Canada, announced it will be changing its rewards program, which has attracted nearly 8 million active members since its launch in March 2019.
The Tims Rewards program will shift to a points-based system, and members can earn 10 points for each purchase and redeem points for a wider range of menu items. With the current program, customers earn a free coffee, tea, or baked good after every seventh purchase. The program changes will go into effect on February 26.
According to a Yahoo! Finance article, the loyalty program update is designed to encourage more digital registrations. Of the millions of Tims Rewards members, only 25 percent are registered online and have shared contact information with Tim Hortons, the report states.
Joshua Kobza, Chief Operating Officer of Restaurant Brands International Inc. (RBI), the owner of Tim Hortons, as well as Burger King and Popeyes, told analysts the next phase of loyalty will focus on driving two things. “One is being able to open up the menu and give more options,” he said, “and the other thing is about moving more into a digital form of the program.”
Unregistered members can link their card number with their email on the Tim Hortons app or at timhortons.ca/signup. This will unlock expanded access to the menu. Exclusive benefits will be available to members who have a digital card or link their physical card through the app or online. Some of these benefits include a special promotion to earn double the points from February 26 to March 18, as well as a reward on the member’s birthday.
“We are fortunate to have the most loyal guests in Canada and we are excited to introduce the next phase of our Tims Rewards program,” Mike Hancock, Chief Operating Officer, Tim Hortons, said in a company release. “These changes will ultimately deliver even more valuable offers and redemption choices to our guests, to make this one of the most compelling and loved loyalty programs in the country.”
After opening its first restaurant in 1964, Tim Hortons now has more than 4,800 locations in Canada (nearly 4,000), the United States and around the world – and serves more than 5 million cups of coffee each day.
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