“Justin has wide appeal, but definitely does appeal to younger guests.”Ģ. Digital engagement. The COVID-19 pandemic forced many retailers to wake up their sleepy digital presence and Tim Hortons was no exception. “It opens us up to a different audience and a different conversation beyond just hockey,” said Bagozzi. The promotion was also outside of Tim Hortons’ marketing bread and butter which is partnerships with professional hockey players demonstrating it’s important not to get stuck doing the same thing over and over. We're committed to having a good balance of not changing so much that the loyal guest stops recognizing who we are," said Bagozzi. "We won't ever take our eye off staying relevant to our loyal guests, but at the same time, you do have to be mindful of your guests of tomorrow. Partnering with Bieber allowed Tim Hortons to effectively tap into a younger customer base without alienating its older customers. As a brand ages its customers tend to age along with it making it difficult to acquire younger customers that have a higher lifetime value. Tim Hortons has been in business for nearly 60 years. “That is the perfect recipe for a collaboration. “Justin is so fervent in how much he loves Tims,” said Hope Bagozzi, chief marketing officer at Tim Hortons. Celebrity collaborations don’t always work but when they do its likely because they are authentic and don’t stray far from the brand identity of the celebrity or the company they are collaborating with. Then when the partnership launched it made a lot of sense to his fans who then went out to see what a Bieber and Tim Hortons collab would taste like. One of the reasons the promotion was so successful is that Justin Bieber is a long time fan of the brand and had posted about Tim Hortons on his social media channels many times over the years. Joseph Cil the former CEO of Restaurant Brands International (which owns Tim Hortons) said the promotion was: “one of the more successful traffic-driving initiatives in recent memory and outperformed our internal expectations.” There was also an “unprecedented” boost in social engagement and visits from younger customers. The promotion was a huge success, boosting awareness of the Tim Hortons brand and increasing sales. Tim Hortons also launched limited edition merch as part of the campaign which quickly sold out. "I grew up on Tim Hortons and it's always been something close to my heart." "Doing a Tim Hortons collab has always been a dream of mine," said Bieber. The new flavours, personally selected by Bieber, were white fudge, sour cream chocolate chip and birthday cake waffle. For this promotion Tim Hortons launched limited edition Timbiebs which featured three new flavours of Timbits (donut holes). The success of that campaign was not lost on other fast food chains and in 2021 Tim Hortons launched a marketing campaign with Canadian pop superstar Justin Bieber. The promotion was so successful it helped boost McDonald’s sales not only in 2020 but also in 2021. The campaign involved promoting McDonald’s combos that celebrities like Travis Scott and BTS enjoy eating. Celebrity partnerships. McDonald’s was on to something when it launched its “Famous Orders” promotion in 2020. If you are curious about what Tim Hortons has done to improve its performance then consider these five elements of its strategy.ġ. In 2022 Tim Hortons had same store sales growth of 11% in its fourth quarter and its revenues in 2022 were $7.2 billion which exceeded its pre-pandemic 2019 revenues of $6.7 billion. But Tim Hortons, which started working on a turnaround plan in 2020, has been successful in improving its business. Or in the process of trying to turn the ship around many companies make a number of missteps as they desperately try to improve operations. Customers that were loyal to you don’t always return even when you are trying hard to get them back. One of the hardest things for a company to do is turnaround its business. This was reflected in Tim Hortons’ same store sales growth which was slowing, dropping from 2.5% in 2016 to -1.5% in 2019. At the same time competition from the likes of McDonald’s and Starbucks were luring customers away from the iconic Canadian brand. The coffee wasn’t very good, service was poor and it began selling trendy menu items like Beyond Meat burgers that customers weren’t interested in. It wasn’t too long ago when many felt like Tim Hortons had lost its way.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |