Tim Hortons

Market

Canadian based, Tim Hortons has been committed to servicing great coffee since 1964. They are known for quality, fresh products, value, exceptional service and community leadership that have allowed the chain to grow into the largest quick service restaurant chain in Canada specialising in always fresh coffee, baked goods and home-style lunches. Tim Hortons is a relatively new player in the UAE but they sell two billion cups of coffee per year across the chain. In Canada, nearly eight out of ten cups of coffee poured are purchased at Tim Hortons.

Tim Hortons has something for everyone. The brand and their products appeal to every age group. They are fortunate to have a very broad demographic appeal, from students to seniors, construction workers to business people, parents on the go with children and everything in between - anyone who appreciates friendly service and quality food at a good value.

Tim Hortons opened its first restaurant in Hamilton, Ontario in 1964. It enjoys iconic brand status in Canada and a strong, emerging presence in GCC and in select regional markets in the US.

Tim Hortons restaurants serves its guests through different formats such as the traditional dine-in and take out, and convenient drive-thrus, which cater to consumers on the go. Combo unit locations, which house both Tim Hortons and Coldstone creamery, offer guests the convenience of both brands under one roof.

The brand has signed an agreement with the Apparel Group, based in Duabi UAE, for the opening of 220 restaurants across the GCC over the next five years.

As of October 2014, Tim Hortons had 4,590 system wide restaurants, including 3,665 in Canada, 869 in the United States and 56 in the Gulf Cooperation Council.

Achievements

2012 - Tim Hortons was awarded the ‘Most Admired Marketing Campaign of the Year’ by RetailMe.

2012 -Tim Hortons also won the ‘Most Admired Retail Launch of the Year’ by RetailMe.

2013 - Tim Hortons  was named Most Admired Retailer of the Year: Food Service by RetailMe.

2013 - Tim Hortons was awarded the best in ‘Consumer Friendliness Index : Coffee Shop’ by Department of Economic Development (DED) of Dubai.

History

The chain was founded, in 1964, in Hamilton by hockey legend Tim Horton. The first restaurant offered only two products - coffee and donuts. The selection of donuts to enjoy was highlighted by two original Tim Hortons creations, the Apple Fritter and the Dutchie. These became the most popular donut choices in the 60s, and remain two of the most popular today. Over the years, the chain has introduced new products to its menu such as Tim bits, Muffins, Cookies, Sandwiches, flavoured cappuccinos, Café Mocha, Yogurt and berries, Cinnamon rolls, breakfast sandwich, etc.

1964 - First restaurant opens in Hamilton, ON, Canada.

1974 - Tim Horton is killed in a tragic car accident.

1976 - Introduction of Timbits.

1984 - First restaurant opens in United States.

1991 - 500^th restaurant opens in Quebec, Canada

1995 - Merges with Wendy’s International Inc.

           1000^th restaurant opens in Ontario, Canada.

1996 - Introduction of bagels.

1998 - Introduction of classic sandwiches.

2000 - 2000^th restaurant opens in Ontario, Canada.

2006 - Tim Hortons completes an initial public offering, is fully spun-off as a separate company.

           Opens 3,000^th restaurant in New York

2011 - Tim Hortons signs a Master License Agreement with Apparel Group for up to 120 multi-format restaurants in markets in the GCC.

2014 – Dark Roast coffee was launched in Canada marking the first time in the company’s 50-year history that an alternate blend is available in-restaurant in addition to Tim Hortons iconic Original premium blend.

2014 - Tim Hortons became wholly owned by Restaurant Brands International, a public company trading on the Toronto Stock Exchange and the New York  Stock Exchange under the symbol QSR.

2015- Tim Hortons  opened 100 stores in GCC

2016 - Tim hortons have a 120 stores in GCC

Product

Tim Hortons is dedicated to satisfying the changing tastes of guests through continuous product innovation. As consumer tastes grow, so do the choices. The current menu spans a broad range of categories that appeal to guests throughout the day, such as flavoured cappuccinos, specialty and steeped teas, home style soups, fresh sandwiches and freshly baked goods including donuts, muffins, bagels, cookies, croissants and pastries.

Tim Hortons' biggest drawing card is its legendary Coffee. To ensure the coffee is always fresh, the chain serves its coffee within twenty minutes of being brewed or it's not served at all. The premium blend is also available in cans, as are the hot chocolate and flavoured cappuccinos, allowing guests to enjoy these great tasting products at home.

Recent Developments

Tim Hortons launched its new Dark Roast blend from the Sky in a Grand ceremony at Skydive Dubai, packed with music, Road show, a number of competitions and activities for guests both young and old, while professional skydivers showcased the Tim Horton initials – T & H in the air and doing speed landing.

 “The launch of Dark Roast is historic for Tim Hortons and it couldn’t have come at a better time than during our 50th anniversary year and the 20th anniversary of Dubai Shopping Festival,” said David Roy, Managing Director of Tim Hortons International.

Tim Hortons Dark Roast is a brand new premium blend made from 100% Arabica beans, sourced from the world’s most renowned coffee regions. The new blend offers hints of citrus, cocoa and earthy tones with a rounded body. It is carefully roasted to bring out the full, rich flavour and aroma of a dark roast coffee, while ensuring a perfectly smooth finish.

Tim Hortons store located, at Number One Towers, Sheikh Zayed Road was blackened out to bring alive the dark roast factor to all its customers visiting the store.

Promotion

Tim Hortons and Apparel Group use strong marketing strategies to highlight its products through multiple mediums. The brand also engages with its customers through different channels.

Tim Hortons has been a part of numerous events including Clay Shooting competition, Dubai Food Festival, Taste of Dubai, IGCF and DSES Bazaar to bring awareness of its products to a larger audience. It recently entered into 4D cinemas as an advertising medium. The brand uses strong media channels such as newspapers, magazines and outdoor promotions like Building Wrap graphic, hoarding, lampposts, banners etc.

Brand Values

Tim Hortons strongly believes in delivering superior quality products and services for its customers and communities through leadership, innovation and partnerships.

The restaurant chain is known for its freshly brewed coffee and baked food. Its tagline “Always Brewing, Always Baking” rightly explains the brand policy.

Tim Hortons trust Apparel Group to ensure the same standards of food safety and quality as their franchise network has practiced for nearly 50 years. The Apparel Group and their restaurant employees go through a rigorous and continually updated training programme. They also work closely with Apparel and conduct regular consultations and assessments at the restaurant level to ensure Tim Hortons standards are being met or exceeded.

Things you didn’t know about Tim Hortons

Tim Hortons currently celebrates its 51st year anniversary.

In Canada, nearly eight out of ten cups of coffee poured are purchased at Tim Hortons.

In Canada, Tim Hortons command an approximate 42% share of the quick service restaurant traffic.