Tim Hortons is changing the Rewards program.
In an email sent Thursday to customers, the coffee-and-doughnut chain revealed the changes. Beginning February 21, the program will change from the item-based system Introduced in 2020 as a value-based program, customers will receive 10 points for every dollar spent at the coffee or doughnut chain. The previous program offered customers a fixed 10 point per purchase.
Members will earn one point for every 10 cents they spend on eligible purchases, which is the minimum amount required by the new program.
Although the points levels will change, the process for redeeming items will remain the same as before. Prior to being able to redeem an item, registered loyalty members need to first select a reward towards which they would like to earn points. Points are automatically saved until the redemption level is reached if customers don’t select an item.
However, the new points system will make it more expensive to buy certain items. The price of classic and specialty donuts is 300 points. Coffee and tea costs 400 points. A box of 10 Timbits, cold brew and espresso drinks will cost 800 points. A breakfast sandwich or soup will cost 1,100 Points. Loaded bowls or wraps will cost customers 1,800 Points. 220 points was the highest priced item in the old system. Maximum retail value of a redemption is $50
What happens to the points that are already there?
Points earned under the current system will automatically transfer to the new system. Each point earned under the old rewards program is worth 6.2 points in this new system.
We have a complete breakdown of the new points system rewards:
300 points: Classic donuts, specialty and classic donuts, hashbrowns, cookies, and hashbrowns
400 points: Brew coffee, tea, Dream Donuts and bagels.
600 points: Hot chocolate, French vanilla, iced tea, and wedges
800 points: Real fruit Quenchers and cold crew, classic Iced Capps, box of 10 Timbits with yogurt, frozen beverages and espresso drinks
1,100 points: Breakfast sandwiches and soup
1,300 points: Farmer’s wrap, sandwich, belt, lunch sandwiches, and chili
1,800 pointsLoaded bowls and wraps
Tim Hortons has not reinvented its loyalty program for the first time.
In February 2020, the company changed to the current points-based program. Members earn 10 points for every purchase. This allowed them to redeem a wider variety of menu items. Prior to that, customers could get a free cup of coffee, tea, or baked good on their seventh visit to Tim Hortons.
Alicja Siekierska, a senior reporter at Yahoo Finance Canada, is Alicja Siekierska. Follow her Twitter @alicjawithaj.