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 known diner sales & digital 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 guests who opened or launched the app per month. Limitation of the dataset is: (1) data only exists from Nov 1st, 2023, and (2) Prior to mm/dd/yyyy (TBD), dataset did not contain guests using 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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