Sometimes a higher than expected take-up rate is not a good thing, and this is the reason why Tim Hortons has lost money and hence is looking to revamp its program in less than a year since it was launched. RBI CEO Jose Cil blamed the decline on the Tims Rewards loyalty program ballooning to 7.5 million members sooner than expected. So, effective February 26, 2020 the rewards program will change to a a points-based system.
So, whats changing?
Now:
– Customers with a Tims Rewards card used to be able to redeem for a free coffee or baked good after every seventh purchase
Effective February 26:
– Customers with Tims Rewards cards will collect with 10 points for every purchase
– Cardholders who don’t register their cards (online or on the app) will still receive a coffee, tea or baked good after every 70 points
– Those who do register can choose one of 14 rewards levels, each comprising a different set of menu item rewards offered for different numbers of points
– When registered cardholders have enough points, they can redeem for an item in their chosen reward level or continue collecting
Here’s how the new program will work:
– To be eligible to start redeeming, you need to accumulate atleast 50points.
– You will get 10points per transaction, ir-respective of the amount spent.
– You have to wait 30 minutes before you can collect 10 points again.
– You can bank upto 20,000 points and redeem them when you order.
So, what can you redeem for?
50 points: hash browns, classic doughnut, specialty doughnut, cookies
70 points: brewed coffee, tea, Dream Donuts, bagels and baked goods
100 points: hot chocolate, French vanilla, iced coffee, wedges
140 points: Classic Iced Capp, frozen beverages, espresso drinks, box of 10 Timbits, yogurt, oatmeal
180 points: breakfast sandwiches, soups
220 points: BELT, farmer’s breakfast sandwiches, lunch sandwiches, chili
Now some points to remember:
Register by April 22 else you will only be eligible for a free coffee, tea, or classic doughnut after earning 120 points.
Points will expire after one year after you earn them.
So, this is definitely a move in the right direction. And, there is no devaluation i.e. it was 7 visits before and remains at 7 visits for a free coffee. Additionally, you can now redeem for items that you could not redeem for earlier i.e. Iced Capp, sandwiches, bagels etc.
What would be nice is you could also redeem points for in-store merchandise, ground coffee, Keurig pods etc.
What do you think of this change? Is there anything else Tims should add? Please comment below.
Written by Dominic Fernandes aka CanadaPointsGuy.
Image courtesy of https://www.facebook.com/TimHortons/photos