Tim Hortons is revamping its loyalty card program

TORONTO, ON., February 18, 2020 – Tim Hortons’ parent company, Restaurant Brands International Inc. (RBI) announced that profits have been reduced partly due to the popularity of its loyalty card program’s coffee and doughnut giveaways.

RBI CEO Jose Cil blamed the decline on the Tims Rewards loyalty program growing rapidly to 7.5 million members sooner than expected.

“We’ve attracted far more guests to our loyalty program far more quickly than we had planned,” Cil said during a conference call with analysts. “Despite our recent results, we have a clear plan and believe it’s within our control to restore Tim Hortons to growth in Canada.”

Cil said RBI is launching a “back-to-basics approach” focused on what Tim Hortons is known for — coffee, baked goods and breakfast items — to regain momentum.

Commencing Feb. 26, 2020, Tims Rewards is changing to what the company calls a points-based system vs the current system that rewards every seventh purchase at Canada’s hugely popular doughnut and coffee chain.

Under the new program rules each purchase will be worth 10 points. If a customer does not register the card they will still receive a coffee, tea or baked good every 70 points but if they do register the card they have the option to choose one of 14 rewards levels, each comprising a different set of menu item rewards offered for a different number of points. When a registered cardholder has enough points, they can redeem for an item in their chosen reward level or continue collecting.

Another important change for customers to keep in mind is that Customers must wait 30 minutes before they can receive another 10 points on their next purchase. Customers will not be able to redeem points until they have collected at least 50 and regardless of how many items purchased at one visit customers will only receive 10 points per transaction.

Here is a breakdown of what your Tims Rewards points will get you:

•  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

You must register your rewards card by April 22 or you will only be eligible for a free coffee, tea, or classic doughnut after earning 120 points.

Points expire after one year after you earn them. Tims will also send exclusive offers and birthday rewards to registered members through the new program.