Where to begin? I was ecstatic when Tim’s finally introduced their Mobile App in 2017. The potential for time savings alone by preordering seemed impressive. A points program to reward members’ purchases was more than welcome. Mind you, this was Tim’s playing catch-up – Starbucks, McDonalds and other competitors already had a mobile App. Let’s look at the many deficiencies of Tim’s version. Once I get that out of my system, maybe I can find some good things to say about it.
‘Just tell us your name‘ Place your order in advance, and drive up to the drive through and tell them your name – sounds all friendly and folksy, doesn’t it? We’re all buddies here, right? Everyone knows good ol’ Joe. ‘Mobile order pickup for Joe, please’
Except those of us with experience know what happens next, at least 30% (used to be like 50-60% of the time) of the time, right?
‘What’s your number?’ ‘Number? What Number? My name is Joe – J-O-E – Joe!’ Canada is a wonderful melting pot of cultures, which results in many people here having English as a second language. Many of them work at Tims. I also can speculate that at busy times, there may be as many as several ‘Joe’s’ in the queue. Having a name which can be heard several different ways doesn’t help either – i.e. John, Ron, Don, Lon. I have actually had drive through order processors tell me (in a very not so nice way) they can’t give me my order without the number. Well, that number is on my cell phone somewhere, and I am driving – so you better find it for ‘J-o-e’ – JOE!
Order confirmation. Seems like a good idea, but lets look at this. There are probably at least two main types of Mobile App users – ‘Power Users’ and ‘Occasional’ (there is a sub-category in this group I refer to as ‘Clueless’). I don’t need the person talking to me to confirm my regular coffee order – especially now that most locations have a screen that shows your order once they figure out your name. Contrary to drive-up ordering, using the App shows you most likely have some experience with Tims and its menu. But although the regular drive up process often requires an order confirmation, Mobile App orders just require USER confirmation – Joe #1? 2? 3?
Order Prep. What prep? I was so naïve to think I could order my bacon grilled cheese 5 minutes out and expect it to be waiting. I get that they want to give hot and fresh, but there is a better solution (The McDonalds App will get its superiority award in due course). Now it doesn’t matter if you have 15 sandwiches and 20 coffees on there, they only get started once they know you are there. Kind of defeats the main purpose. of preordering.
Modifiers/Customization Guess what? I like my bagels triple toasted. Best I can get on the app is double. Wave your hand if you enjoy clicking the buttons to add milk and sugar in increments of .5. How about clicking twice to select coffee size? Anyone? Bueller? Thank the heavens that they eventually added the ‘Recents’ feature.
Condiments ? Can a customer get some salt or pepper? Ketchup? Or extra blah, blah… Nope. Well, you can ask when declaring your arrival, but I would bet big bucks there is no way to add S+P to your mobile order based on the more than 50% of the times I have asked for these items only for them to be forgotten.
Location Oh, this is a good one. I wish I could have a dollar for every ten seconds I have spent watching that circle go round and round while the App tries to locate me. Usually it requires a restart of the app, sometimes I just have to give up because it’s not going to work at all. ‘Glitchy’ is not a strong enough word for this app. I think Tims had to water down this feature when they got into trouble for tracking customer geolocating data when the app was not in use. I wonder how much lost revenue a sh***y app represents….?
Inventory/Outlet communication The Tims app has no way of knowing what the store has. Well, mostly. It’s better than it was – if a Store regularly does not stock a certain item – i.e, Multigrain bagel -now the app will not allow you to select it, it’s unavailable. However, if that Espresso machine is broken, you are scr***d. It will take your money, and leave it to some poor window person to hit you up to the fact you have already paid for something you can’t get. Hockey cards, certain bagels and donuts, sides, sammies – they can all be sold out, but you find out after you have already paid. Usually they will offer you a same or better substitute at the window, but refunds can be a serious problem. I once ordered a small coffee and small hot chocolate in order to get my son two $1 hockey card packs. They had none so I requested a full refund. That took 15 minutes and a whole lot of very unpleasant discussion. Did you know that according to the App my preferred store has no muffins or bagels available before 6 am? Unless you go there and see them sitting in the window case, that is.
REWARDS used to be half decent – 70 points got you a free coffee. The problem was you could spend $1.50 or $150 and still only get 10 points. Now you have to spend $30 to earn enough points for a free donut. (Is there a head shake emoji?) Another irritant is that any ‘special’ or ‘new’ items can’t be redeemed with points. I have spent many fruitless minutes trying different redeeming options in order to try a new product that seemed over-priced – only to give up when no points option would work.
Customer Loyalty vs. Marketing Platform My biggest gripe and the fundamental problem with the App. Tim’s could have approached an app developer and asked them to create something customers would love, something to make them want to order Tim’s more often. But the App seems more about marketing and promotion than anything else. Why should a customer have to go hunting to find out what the special offers are – oops, you COULD have had 20% off your coffees this week, but you forgot to ACTIVATE the offer – Too Bad, So Sad. That doesn’t build loyalty, it breeds contempt.
Ok that was the bad and the ugly…let’s see what’s good. They added a credit card payment option instead of forcing you to reload a Tims card. The aforementioned ‘Recents’ feature was long overdue. Umm… that’s it. Oh, and the NHL Challenge game for goal predictions with points rewards.
McDonalds Isn’t imitation the sincerest form of flattery? Why wouldn’t you go through your competition’s Apps and pick out the best ideas? McD’s has an App that allows me to click once to pick quantities (remember the .5 increments), select condiments, and say ‘I’m HERE’ even before getting to the talking box part (Start that Grilled Cheese, Please) The identifier is an alpha-numeric code that I have never been questioned on….i.e QZ17. Reminders about points expiring, special offers, special rewards for having the app and using it. They Get It. Tim’s is embarrassing in comparison.
Phew, that was exhausting. If you got this far, I’m sure you have some thoughts – please don’t hesitate to share your opinions and experiences.
timbites.blog 