Tim Hortons serves up loyalty
Tims Rewards is helping fulfill Tim Hortons’ purpose to be one of the world’s most-loved restaurant brands.
Tim Hortons, owned by Restaurant Brands International, is one of the world’s largest quick service restaurant companies. Tim Hortons, known as Tims, sells eight out of 10 cups of coffee in Canada and wanted to maintain these high levels of loyalty, as well as improve its market share in Canada and beyond.
Today’s consumers want smooth and speedy service. Quick service restaurant company, Tim Hortons, understood it needed exceptional services to further grow its relevance with guests. Driving loyalty among existing guests and new ones, particularly millennials, would be key to defending its dominant position in the Canadian coffee market. A new loyalty program and advanced digital capabilities could help Tims identify the most valuable customers and encourage guests to return. Developing the analytics capabilities to create personalized offers and rewards would also help Tims fulfill its purpose to build one of the most-loved restaurant brands in the world.
Accenture co-created a digital delivery team with Tims to design and develop purposeful products and great guest experiences faster than ever before. One of those projects was a new cross-channel loyalty program called Tims Rewards™ where guests collect points to redeem for free menu items. Personalized offers, promotions, interactive campaigns and contests allow Tims to reward, engage with and get to know their guests. The team also reimagined and relaunched the mobile app with loyalty at its heart. Guests can track their loyalty balance, scan for rewards, activate personalized offers, and order for pickup without having to wait in line.
The program delivers on Tims’ purpose to build one of the most-loved restaurant brands in the world. It now knows and can connect with guests in ways that were impossible before. Over 30% of Canadians—11 million unique users—are enrolled in Tims Rewards, and it is used in half of all daily transactions. The relaunched app’s stellar ratings helped create the foundation to accelerate guest registrations. Smarter offer allocation has almost tripled the sales impact of loyalty adoption: Tims can create more appealing digital offers and attract guests back to the store more often.
"Accenture is helping Tim Hortons deliver exceptional digital and loyalty services to grow its brand with a new mobile app experience and loyalty program to keep the most valuable guests coming back."