Digital & Loyalty Metrics
- Lavanya Davluri
- Rayand Ramlal
- Amanda Khan (Deactivated)
Glossary of Digital & Loyalty Metrics
Metrics List
Metric and Definition | Query | Comments and Business Use |
|---|---|---|
Known Diner Sales (“KDS”) All sales that are made by recognizable guests, i.e. guests that have registered through the app (identified by their registered account id beginning with ‘us-east’) | SELECT TH_FISCAL_YEAR,
TH_FISCAL_WEEK,
SUM(AMOUNT) AS SALES,
COUNT(DISTINCT TICKET_ID) AS TRXNS,
COUNT(DISTINCT REGISTERED_ACCOUNT_ID) AS GUESTS
FROM STG.DERIVED_MASTER_TABLE_NEW
WHERE
PARTITION_DATE_KEY BETWEEN '<START DATE>' AND '<END DATE>'
AND IS_PASS_THROUGH = 0
AND COUNTRY_NM = 'CANADA'
AND LEFT(REGISTERED_ACCOUNT_ID,7) = 'us-east'
GROUP BY 1,2 | This metric is used as a baseline to see loyalty sales penetration against system wide sales. |
System Wide Sales (“SWS”) Total sales across TH | SELECT
TH_FISCAL_YEAR,
TH_FISCAL_WEEK,
COUNT(DISTINCT TICKET_ID) AS TRXNS,
SUM(AMOUNT) AS SWS
FROM STG.DERIVED_MASTER_TABLE_NEW
WHERE
PARTITION_DATE_KEY BETWEEN '<START DATE>' AND '<END DATE>'
AND IS_PASS_THROUGH = 0
AND COUNTRY_NM = 'CANADA'
GROUP BY 1,2 | Note: Some forecasts may use Hyperion sales interchangeable in lieu of SWS sourced from STG.DERIVED_MASTER_TABLE_NEW. |
Cheque Average sales value ($) of an individual transaction | SELECT
TH_FISCAL_YEAR,
TH_FISCAL_WEEK,
COUNT(DISTINCT TICKET_ID) AS TRXNS,
SUM(AMOUNT) AS SWS,
SUM(AMOUNT)/COUNT(DISTINCT TICKET_ID) AS CHEQUE
FROM STG.DERIVED_MASTER_TABLE_NEW
WHERE
PARTITION_DATE_KEY BETWEEN '<START DATE>' AND '<END DATE>'
AND IS_PASS_THROUGH = 0
AND COUNTRY_NM = 'CANADA'
GROUP BY 1,2 | Can calculate this on a system level or down to an individual guest level. Can filter on loyalty or non-loyalty. |
Frequency Average loyalty guest visits in a given time period | Usually look at this metric for a week, month, or year. | |
White Label Delivery (“WL”) Delivery sales initiated from the TH mobile app |
| Included in known diner sales & digital sales. Sales of our internal app delivery platform. |
Mobile Order & Pay (“MO&P”) | Included in known diner sales & digital sales. | |
Loyalty Scans Sales made by known diners and includes eat-in, takeout & drive thru | Included in digital sales and known diner sales. Loyalty scan sales are sales on transactions where guests scan their loyalty card (using either the app or their physical card) at the FOH or in the DT. The formula to find this number is: KDS minus MO&P sales minus Catering sales minus S&P sales minus WL delivery sales minus loyalty Kiosk sales | |
3P Delivery Delivery sales initiated and fulfilled by third-party delivery providers, such as UberEats, SkipTheDishes and DoorDash |
| Included in digital sales |
Kiosk Sales via Kiosk; can be split into registered and un-registered Kiosk sales using left(registered_account_id,7) = ‘us-east’ |
| Included in digital sales |
Catering Catering sales | Included in digital sales | |
Restaurants Reporting Any Menu Item (“RRAMI“) |
|
|
Scan & Pay (“S&P”) Transactions where Scan & Pay feature was used |
| Often tracked as a % of registered transactions Scan & Pay Penetration Formula: (Scan & Pay Transactions) / (Registered Transactions)
|
Loyalty Redemptions Products that were redeemed using loyalty points |
| Used for tracking how many free items we’re giving away and the value of them. Often viewed as a percentage of SWS or KDS. Loyalty drag formula = $ value of redeemed items / SWS $ |
Monthly Active Users (“MAU”) Number of guests that visited the app each month | Used to track the unique number of CA guests who opened, launched or interacted with the app per month. Limitation of the dataset is: (1) data only exists from January 1st, 2025, and (2) Dataset does not contain guests using legacy app versions prior to 7.1.187. | |
Digital Sales | Pulled using the individual queries listed above. | Consists of WL, MO&P, Loyalty Scans, 3P Delivery, Kiosk & Catering. |
Weekly Offer Redemptions | Used to track the volume of redemptions for each offer in a given week. | |
Offer Challenge | Count of guests who completed a specific Offer Challenge | |
Games NHL Hockey Challenge & Tims Word Challenge | Count of guests who played Games (NHL Hockey Challenge and Tims Word Challenge). Limitation: Data only available from Nov 1, 2023. | |
Total Sales and Ticket Count by Tender Type | Total sales $ and ticket count organized by tender type (debit, credit, cash, Tims Card, tax) for a given restaurant | |
Discounting | This table is manually mapped by grouping ticket_detail_POS_nm into categories Combo Discount, Combo Discount (BG Bundle), Tims Rewards, Targeted Offers, Campaign, In-restaurant, Other, Settlement, and Uncategorized This mapping was last updated in March 2024; any unmapped fields would show up as null and would be considered as “Other” | |
Discounts on offerids |
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Tims Word Challenge Player Levels
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Points Issued by Channel |
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