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Tim Hortons is changing its Rewards loyalty program – what you need to know

Tim Hortons signage is pictured in Ottawa on Wednesday Sept. 7, 2022. Tim Hortons' parent company recorded higher sales and profit in its most recent quarter despite 'macroeconomic pressures' weighing on the restaurant industry. THE CANADIAN PRESS/Sean Kilpatrick
Tim Hortons is changing its Rewards program, the company told customers on Thursday. (THE CANADIAN PRESS/Sean Kilpatrick) (The Canadian Press)

Tim Hortons is changing its Rewards program.

The coffee and doughnut chain unveiled the changes in an email sent to customers on Thursday. Starting Feb. 21, the program will shift from the item-based system introduced in 2020 to a value-based system, where customers will earn 10 points for each dollar spent at the coffee and doughnut chain. Under the previous program, customers earned a fixed 10 points per purchase.

The minimum spend required for the new program starts at 10 cents, with members earning one point per 10 cents spent on eligible purchases.

The process of redeeming items will be the same as the previous program, although the point levels will change. Currently, registered loyalty members first select a reward they want to earn points towards before they are able to redeem an item. If customers do not select an item, points are automatically banked until a redemption level is selected.

But under the new points system, items will cost more points. Classic and specialty donuts will be 300 points; coffee and tea will cost 400 points; cold brew, espresso drinks and a box of 10 Timbits will be 800 points; breakfast sandwiches and soups will be 1,100 points; and loaded bowls and wraps will set customers back 1,800 points. The most expensive item on the old system was 220 points. The maximum retail value that can be redeemed is capped at $50.

What happens to existing points

Points under the current system will automatically transition to the new system, with each point under the old rewards program being worth 6.2 points in the new one.

Here's a full breakdown on the new point system rewards:

  • 300 points: classic donuts, specialty donuts, hashbrowns and cookies

  • 400 points: brewed coffee, tea, Dream Donuts, bagels, and baked goods

  • 600 points: hot chocolate, french vanilla, iced coffee and wedges

  • 800 points: real fruit Quenchers, cold brew, classic Iced Capp, box of 10 Timbits, yogurt, frozen beverages, and espresso drinks

  • 1,100 points: breakfast sandwiches and soup

  • 1,300 points: farmer's wrap, BELT, lunch sandwiches and chili

  • 1,800 points: loaded bowls and wraps

This is not the first time Tim Hortons has revamped its loyalty program.

In February 2020, the company shifted to the current points-based system that saw members earn 10 points for each purchase, and allowed them to redeem a wider range of menu items. Before that change, customers were eligible for a free coffee, tea or baked good every seventh visit to Tim Hortons.

Alicja Siekierska is a senior reporter at Yahoo Finance Canada. Follow her on Twitter @alicjawithaj.

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