The TimmyMe mobile app lets users always be prepared for a coffee run with their Tim Horton card. Furthermore, consumers can give their cards a nickname directly on their mobile device.

“We continue to look for ways to offer our guests ultimate convenience and ease of use,” said Linda Kosmack, manager of digital marketing, CRM and brand development at Tim Hortons.

“With the latest release of TimmyMe our guest experience is further simplified which gives them more time to enjoy our brand and products,” she said.

Freshly brewed
The TimmyRun feature within the app combines beverage orders for up to 20 people and helps the coffee runner take orders.

TimmyRun group members are emailed when a run is about to take place and given a time frame to opt-in with their drink request.

Once the time is up, an organized list is compiled and the runner is notified.

Additionally, through the private list option, group members’ favorite beverage orders are stored for future purchases.

TimmyRun and Tim Card reload join existing TimmyMe features such as the Restaurant Locator, Nutrition Calculator, social media sharing and a Contact Us form.

The company is getting the word out about through newsletters to its entire database, via social media and its Web site.

Tim Hortons is no stranger to mobile.

Last year, the company used its mobile site to get the word out about the company’s popular RRRoll Up The Rim contest.

The contest awarded more than $58 million in prizes to loyal coffee drinkers. The company also used mobile last year to offer users another channel to participate (see story).

“Mobile continues to be a driving force and an important vehicle as we plan marketing and communication initiatives,” Ms. Kosmack said.

“Our objective is to continue our dynamic presence within the digital space, especially mobile to ensure we’re offering our guests all the tools they need to interact and engage with our brand,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York