Tim Horton’s Rolls Out Mobile Payments

I think we were all wondering when Tim Horton’s was finally going to pick up the gauntlet that Dunkin’ Donuts threw down. Now, the company that’s pretty much the direct Canadian equivalent has stepped up and brought its own mobile payment system forward by directly incorporating the option into Tim Horton’s mobile app, TimmyMe. But is it a match for its American competitor?

Those who already have a TimCard—the official card of Tim Horton’s—can register it through TimmyMe, and use a mobile device like a stand-in for the TimCard. Users will be able to scan or tap phones for payment, and the app works with iOS and Android. In a real departure, TimmyMe and its mobile payment functions also work with BlackBerry devices, reports note. It also includes restaurant locator functions and nutrition information.

There’s a downside to this news; reports further note that not every Tim Horton’s location actually offers TimmyMe access, so not every location will be able to take this new mobile payments system on. That’s a problem that Tim Horton’s needs to shore up, post haste, or risk losing a lot of ground to competitors.

In fact, Tim Horton’s needs to shore up this mobile app and quickly; Dunkin’ Donuts’ app allows for mobile order-ahead, at last report, and that’s a point that Tim’s seems to be lacking. Granted, the two competitors are somewhat separated by geography—reports suggest that there were only four Dunkin’ Donuts locations in all of Canada, as compared to Tim Horton’s rapid worldwide expansion—but Dunkin’ Donuts is certainly putting on a good show app-wise.

Tim Horton’s is doing a fine job expanding its operations, but its mobile seems to be a bit of a laggard. That could be owing to its geography, but if it means to compete in the US, it needs to be a match for Dunkin’ Donuts, which has been sweeping the field in mobile operations lately. This new development will be more convenient for current Tim Horton’s customers, but it’s still going to be a long way behind others in the field.