Tim Hortons rewards loyal U.S. customers, eh?

Toronto-based coffee chain Tim Hortons is taking off with its omnichannel Tims Rewards loyalty program in the U.S.

Tim Hortons is now making Tims Rewards available to customers at its more than 800 U.S. stores. Customers can either receive a reusable loyalty card, download Tims Rewards to their digital wallet on an iPhone or Android device and use it the same way as they would use a reusable loyalty card, or access the program via the updated Tim Hortons mobile app. App users can track their loyalty status, scan for rewards, and order directly through the app to can earn visits and redeem rewards.

With the new rewards program, customers will be eligible for a free hot brewed coffee or hot tea of any size, or select baked good after every seventh visit. Seven was the jersey number of late NHL Hall of Famer Tim Horton, who cofounded the chain.

“Our guests deserve a rewards program as a thank you for their loyalty,” said Shawn Thompson, president, Tim Hortons U.S. “We’re offering both a reusable card and a digital-friendly card on the Tim Hortons app so that it’s extremely easy for our guests to use over and over again.”

Customers can register their card online or through the app to keep track of visit count and their balance. For a limited time, once customers register, they will also receive a free reward following their first purchase greater than $1.50. In the coming months, Tim Hortons will unveil new personalized mobile offers and discounts.