Tim Hortons is a Canadian fast food chain known for coffee and baked goods. It has expanded globally through franchising, with over 4,000 locations across Canada, the United States, and the Middle East. The company began in 1964 with one location in Ontario, and grew through expanding its menu offerings and acquiring other brands. Most recently, in 2014 it merged with Burger King to form Restaurant Brands International, increasing its annual sales to over $23 billion and nearly doubling its store locations worldwide. Tim Hortons continues to focus on international growth, especially in the United States and Middle East markets.

1. Tim Hortons
George Dzialo, Anna Krause, Jillian Siegmund, Guadalupe
Aldana, Allison Rivellini, Kaitlyn Fensterer
Sacred Heart University
December 6, 2015

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Tim Hortons
Table of Contents...............................................................................................................................1
Section 1............................................................................................................................................2
Company Overview.........................................................................................................................2
Product Portfolio.........................................................................................................................2
Global Positioning...................................................................................................................2
Section 2............................................................................................................................................4
Market Penetration & Competition..................................................................................................4
Location.....................................................................................................................................4
Target Market........................................................................................................................5
Section 3............................................................................................................................................6
Demographics.................................................................................................................................6
Legal ..........................................................................................................................................6
Culture Adaptively..................................................................................................................7
Section 4............................................................................................................................................7
Domestic Market............................................................................................................................7
United States of America Market.................................................................................................8
United Arab Emirates Market...............................................................................................8
Section 5............................................................................................................................................9
Conclusions ....................................................................................................................................9
Appendix......................................................................................................................................... 10
Works Cited.....................................................................................................................................15

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Section1
Company Overview
Since the beginning of Tim Hortons, they have been committed to serving a wonderful
cup of coffee to the public. Tim Hortons opened its first official restaurant in Hamilton, Ontario,
which is in Canada in the year 1964 by the ever so famous Tim Horton. They started off by just
selling premium blend coffee and donuts. Eventually they started to expand their options as well
as their locations.
Tim Horton and Ron Joyce become partners in 1967 and they made the first franchise.
The majority of the 1980’s was spent expanding their menu. In 1984 the first location in the
United States opened. They opened their 2,000th restaurant in the year 2000 while six years later
the brand became a publically traded restaurant on the New York Stock Exchange. In 2014,
Burger King and 3G Capital purchased Tim Hortons and formed Restaurant Brands
International, which is currently the third largest restaurant brand in the world (Tim Hortons
2015).
Tim Hortons is an independent operating brand from the parent company Restaurant
Brand International along with having their own executives. There are separate executives for
both the Canadian and the United States restaurants. In addition to that, they also operate under
the executives of Restaurant Brands International, the company that own them (RBI Executive
Team 2015).
Product Portfolio
Tim Hortons first only specialized in coffee and baked goods. Eventually the consumer
quantity grew and so did the product line. The changes started to take over and now today
according to the franchise’s website there is, “35 different varieties to choose from” (Tim
Hortons 2015). The company sells a variety of baked goods such as cookies, croissants, muffins,
etc. as well as sandwiches, soups. Their products today fall into one of the four main categories:
coffee, baked goods, breakfast and lunch. Since this is a coffee shop they obviously sell coffee
but there are a variety of flavors, with the options of also choosing tea or cappuccino other than
coffee. Tim Hortons’s menu is always evolving with new products in order to grab the
customer’s interest and market share, such as creating a dark roast coffee blend which is only
available in the United States and Canada.
Global Positioning
The food chain also features their franchising in other markets such as the United States.
They are continually interested in expanding to the United States. Tim Hortons is scattered
across the Canadian and United States borders. As far as expanding further internationally into
other countries, Tim Horton’s stated, “We are constantly evaluating our international strategy
and territories for growth. At the moment, unfortunately there are no franchising opportunities
available outside our existing markets” (Tim Hortons, 2015)

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The epitome of top fast food industries in the United States are McDonalds and Burger
King. “McDonalds claims as much as 9% of total food service in France and Germany and 8% in
the highly coveted United States Market” (Fast food in United States, 2015). In comparison, in
the Canadian borders Tim Hortons is beating the overall market share and revenue in the fast
food industry. It was inevitable that the band has expanded beyond its borders to make a mark in
the fast food industry
With the expansion of the product selection and more stores opening in Canada, Tim
Hortons eventually made the decision to expand their franchise and make their mark in American
borders. In the year 1984 Tim Hortons entered the borders of New York as they opened the first
United States Tim Hortons restaurant in Tonawanda, New York (Tim Hortons, 2015). The
restaurant chain eventually expanded into the following states of Ohio, Michigan, Maine,
Kentucky, West Virginia, Indiana, Maryland, Virginia and Pennsylvania. With this restaurant
being the largest chain in Canada, the company decided to expand the franchise into other
borders as well to be more of a global franchise.
Since its conception the brand extended its food menus, added new programs like
specialty coffee, ice cream and expanded its presence beyond Canada to the United States and
Middle East. Between both Canada and the United States of America there are over 4,000
franchises that are scattered around the two countries. Exhibit 1.1 shows the increasing numbers
of franchises that have opening in the United States and Canada over the years along with sales
growth. There were only 3,148 Tim Horton’s in Canada and 602 restaurants in the United States
in 2010 (Statista, 2015). With these high numbers of stores the growth of sales have been really
taking off within the past ten years.
Even though the company gained so much it did have its down fall in the year 2010 when
a decision was made to close “more than 50 U.S. locations spread throughout Connecticut,
Rhode Island and Massachusetts” (Sturgeon, 2014). That was a minor decline within the
company in the years 2007 and 2008 but Tim Hortons still continued to grow as a company in
the US just opened store in other locations. It’s even made an appearance into the Middle East,
“opening locations in the United Arab Emirates in 2011” (Sturgeon, 2014). Tim Hortons
officially opened its first store in the Middle East in Kuwait. “In all its plans to expand its
partnership in the Middle East to 120 multi-format restaurants in the United Arab Emirates,
Qatar, Bahrain, Kuwait and Oman” (Sturgeon, 2014).
Since the opening in the UAE locations, focuses on the growth in the cities of Dubai and
Abu Dhabi as well as trying to expand more in the United States. The first drive thru location
opened in Abu Dhabi in the Middle East as well as and the company also started their expansion
by opening a location in Oman.
According to Globe and Mail article the owner of the company is planning to borrow the
expansion “playbook” from the sister chain Burger King to continue their growth internationally.
Tim Hortons officially merged with Burger King which has increased their market share. “The
transaction creates Restaurant Brands International, a new global quick service restaurant leader
operating two iconic, independent brands” (Sturgeon, 2014). Industry Minister, James Moore

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made a claim that, “the result of this transaction is this new global company with sales more than
$23 billion annually” (Sturgeon, 2014). From Exhibit 1.2, Tim’s Tie-up Table, it is clear see that
it is a dramatic increase with the merge of Burger King and Tim Hortons in their annual profits,
yearly sales and has almost doubled in locations with the merging of the two fast food chains.
Tim Horton’s claims to be the fastest growing restaurant brand. They attribute all of their
growth to franchising. They have been successful in franchising since the beginning and continue
to see their success in franchising to this day. Many of their original franchises are still around
and they believe this is how they were able to expand restaurant by restaurant.
“Tim Hortons is proud of its many dedicated Franchisees who exemplify and execute Tim
Hortons' principles and standards of operations each and every day. Through their
overwhelming commitment to the business and the chain's dedication to exceptional quality,
value, cleanliness, guest service and community leadership, Tim Hortons has become
Canada's largest coffee and baked goods chain with a growing presence in the United States”
(Tim Hortons 2015).
Section2
Market Penetration & Competition
Tim Hortons is the leading Canadian company in the Quick Service Restaurant industry
(QSR). They hold 27% share of all revenue in the QSR industry, which is expected to continue
growing in the next few years (Tim Hortons, 2015). Tim Hortons also hold 62% of Canadian
coffee market (Tim Hortons, 2015). Tim Hortons’ Canadian competition, includes, Starbucks,
Dunkin Donuts, Second Cup and McDonalds. When Tim Hortons first opened, they sold only
coffee; they eventually extended into new markets by selling doughnuts, as well as breakfast and
lunch meal items. Tim Hortons sells approximately 2 billion cups of coffee annually (Tim
Hortons, 2015). They have very strong brand awareness and recognition in the market; according
to the Tim Hortons official website, 95% of the Canadian population is aware of the company
and 79% find it to be the most convenient quick service restaurant (Tim Hortons, 2015).
As their transition to the United States has been a slower and more difficult process than
excepted, the U.S numbers are not as strong compared to those in Canada. Tim Hortons has
encountered a few problems when entering the U.S. market, their biggest weaknesses include the
lack of brand awareness, lack of customer loyalty and lack of consumer preference. According to
Bloomberg Business, Tim Hortons has a U.S. market share of 2.7% in the QSR industry
(Murphy, 2013). In the U.S., Tim Hortons’ top main competitors are Starbucks and Dunkin
Donuts in the doughnut and coffee industry. Both competitors have many more locations
scattered all over the country, and much stronger brand awareness. Most American consumers
would choose the bigger, and more well-known competitors over Tim Hortons’ coffee.
Location
Tim Hortons has more than 4,848 restaurants located all over the world, most notably in
their country of origin, Canada, where there are approximately 3,879 Canadian stores (Tim

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Hortons, 2015). See map Exhibit 2.1 for visual representation of Canadian locations. Tim
Hortons stores are spread out through the region with only 13 percent of the Canadian population
unable to access a Tim Hortons in their area (Tim Hortons, 2014). Those in Canada that do have
access to Tim Hortons will buy their coffee 8 out of 10 times, further showing that they are the
top competitor in the Quick Service Restaurant industry. There are 804 United States locations
and 19 locations in the United Arab Emirates, where Tim Hortons plans to add more stores and
expand in those markets (Tim Hortons, 2015). Many of the stores are strategically placed in
highly populated, urban areas as well as near the U.S. border while they continue to break into
the American market. As the company continues grow globally, Tim Hortons plans to expand
beyond the United States and the United Arab Emirates in the future.
This future expansion is an integral part of Tim Horton’s long lasting success. The
overwhelming amount of Tim Horton’s locations in Canada has the company not only competing
with establishments like Starbucks and Second Cup but also losing sales due to cannibalism of
their own stores. Exhibit 2.2, displays the number of Tim Hortons store locations, in Vancouver,
Calgary and Toronto versus, their main competitor, Starbucks number of stores in the same
areas. Tim Hortons is known to have the largest number of stores in Canada out of all of the
competitors.
Target Market
Tim Hortons’ main target market consists of men, women and families in the upper
middle class. These consumers are usually everyday customers, who choose Tim Hortons for
their daily cup of coffee. These consumers are busy, working professionals or students, looking
for a quick cup of coffee or on the go meal. Their consumers typically go to the same location
every day, and purchase the same order of coffee along with a meal. Most of the consumers are
extremely loyal to the Tim Hortons brand and prefer it over the competition in the area, such as
Starbucks. They are price conscious and do not want to over spend as they purchase the product
every day. Health is a concern for most people in this market, according to Tim Hortons, 71% of
their consumers believe that healthfulness of food is important when dining out, and 52% are
more likely to go to restaurants with healthier options (Tim Hortons, 2014). In order to satisfy
those needs, Tim Hortons provides their consumers with healthy and nutritious breakfast and
lunch options. In an effort to understand their consumers better, Tim Hortons tracked their usage
over a 4-week period during the end of quarter 3 in 2013. The results, pictured below in Exhibit
2.3, show that the majority of sales come from consumers between the ages of 35 and 49, whom
tend to be more female than male (Tim Hortons, 2014). The company has an extremely broad
customer base, but these experiments give the company a closer insight into who is purchasing
their products.
In an effort to reach their target market, Tim Hortons stores are placed strategically
between highways and in urban areas. To reach those who are on their way to-and-from work,
running errands or have a quick minute in their busy schedule. Many locations are also drive thru
accessible to give consumers even more convenience. It is extremely important for Tim Hortons
to continue to get a better understanding of their consumers as they expand globally and come
into contact with many different types of customers. Learning who the consumers are, and what

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their motives for purchasing the products is, will allow Tim Hortons to target the right people
and have an easier transition as they expand into new countries.
Section3
Demographics
The Canadian population of 34.8 million in 2014 and average household size is 2.5. The
majority of the age population ranges between the ages of 45-54 years old in both males in
females with males being the more populace (Government of Canada). By July of 2015, Exhibit
3.1 shows that the population of Canada grew by almost 1 percent. More than half of this growth
is attributed to international migration. The number of people above the age of 65 is larger than
children between ages 0 to 14 years old. Those who are older tend to have some form of loyalty
to brands therefore it is harder for competitors to grab the competition.
America’s population was estimated at approximately 318.9 million people as of 2014.
This number has been rising at an estimated rate of one percent per year. The median age of the
population is 37.3 years old. The United Arab Emirates estimated that the country’s total
population was 9,445,624 as of mid-year 2014 and the median age is 30 years old. 85.5% of the
population are in urban areas. 61.38% of the populous are between the ages of 25 and 54 years
old, with over 75% of this segment being men. (CIA 2015) Exhibit 3.2 shows the currency
exchange rates between the international countries that Tim Hortons has locations in and the host
country.
Legal
Tim Hortons was sued by the franchise owners for $2 billion dollars in 2012 because the
company campaigned their doughnuts as “always fresh” meaning that they would be made in the
stores. Franchisees were actually forced to “buy flash-frozen partially baked items from a
centralized plant and finish baking them in the store” (Mcinnis, 2012). This method actually cost
the franchises twice as much as compared to bake them fully in the stores. Tim Hortons needs to
make sure that if they advertising one proposition while the supply chain is not cooperating.
When entering a new market or increasing brand awareness, false advertising is not the kind of
publicity a brand needs.
The ‘Roll Up the Rim to Win’ is an annual contest created by Tim Hortons in 1986 to
promote the sale of coffee in the spring where customers can win prizes. There have been
scandals over the validation of prizes. In 2009 two winners were refused their prizes due to that
the rims were improperly ripped off (Weisblott, 2014). There have been several cases of this
along with rumors that the small cups had less of a chance to produce winners. In the
international markets, the rules and conditions will need to be clearly states and how to correctly
claim a prize. The prizes also must be acceptable and compatible with the host country. For
example a sports car may not be useful to those in Nicaragua because their roads tend to be dirt
than paved.

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Culture Adaptively
“Tim Hortons is also very active in menu innovation and new product developments in
order to compete for foodservice value share and capture a wider consumer base” (Tim Hortons
Inc in Consumer Foodservice Canada, 2015). In 2013, Tim Hortons offered a new dark roast
coffee blend which is only offered in certain locations in the United States and Canada. The
company constantly experiments with new coffee flavors to retain customers. Foreign markets
have different tastes in coffee and foods than the Canadian market such as the UAE’s use of
Nutella. Adapting to these differences will be a fun challenge to the company. Since Tim
Hortons uses consumer insights to change their products and create new ones, they shouldn’t
have too many difficulties in new markets.
Tim Hortons has established international relations philosophy, strategy, and programs
that relate to the local customers of a market. The company must “be sustainable, have a clear
benefit, be community based and must be supported but the Aboriginal community” (Tim
Hortons, 2015). The four key areas of focus to their guiding principles of aboriginal relations
framework are education, empowering youth, economic development and employment.
Section4
Domestic Market
In 2011, the Tim Hortons brand began to expand internationally, developing their
franchise in the United States, Saudi Arabia, Kuwait, and Oman also known as the United Arab
Emirates. Along with expanding internationally the brand has been making headway into
strengthening their brand within their border. Within each of these countries, the marketing
strategy has been simple but insightful, in how to compete against other brands, like
McDonalds, Starbucks, and Dunkin’ Donuts.
Within their own borders, Tim Hortons has received huge success from their marketing
campaign, using their own employees to help gain interest in the personal brand as described in
an article from Strategy.
“The brand’s biggest advocates were its franchise owners, and its biggest growth mechanism
was its quickly expanding footprint. It was an “of the community” brand, with a small-town
feel that was incredibly popular through to the ’90s. When it brought on board its AOR JWT
(then Enterprise, prior to a merger), the company was really propelled forward as an iconic
Canadian brand, rolling out its well-known “True Stories” campaign in 1995, featuring iconic
tales of Canadians and their love for a Double-Double, such as “Lillian,” which featured a little
old lady who trekked across the city each day simply to get a cup of coffee” (Haynes, 2014).
In 2014, their advertising campaigns involved NHL player, Sidney Crosby at the beginning of a
period before the puck drops having spectators in the bleachers, “jump the board” to come
onto the ice, fashioning the Tim Horton’s brand on their jerseys, filling half the ice rink, while
the caption appears on the screen “Nothing brings Canadians together like a good ol’ hockey

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game.” Followed by the Tim Hortons name and slogan “Proud to be a part of our game”,
referring to Canada’s favorite sport hockey (Tim Hortons, 2015). By relating the brand to
Canada’s favorite sport, hockey and having Sidney Crosby as a spokesperson they make Tim
Hortons more relatable, and appear to be more of a mom and pop place as oppose to any other
franchise.
United States Market
Crossing the border over into the United States, Tim Hortons has taken a different
approach to their marketing strategy. With just over 800 stores in 18 states the brand has done
considerable well, refer to appendix and Image 1.1 to see where TimHortons stores are located
within North America along with its competitors. Despite geographical locations of the stores,
the company still struggles with these aspects (Restaurant International Brands, 2015). One
factor against the brand is that the majority of the United States population has become more
health conscious. In an article from USA Today in 2014, Christopher Muller a professor at
Boston University’s School of Hospitality Administration, was quoted saying, “even Dunkin'
Donuts has evolved its focus away from doughnuts and towards coffee. That's one reason why
the Krispy Kreme chain has shrunk and other regional doughnut chains have disappeared…”
(Horovitz). This along with the fact that Tim Hortons brand competing against other franchises
such as Dunkin’ Donuts, Starbucks, McDonalds, & Krispy Kreme has led to a struggling
marketing campaign in the United States. Focusing on appealing to customers through coffee
seems to be Tim Hortons best marketing approach, with customers favoring their Dark Roast
and Ice Brewed Coffee, and is the brands highest driven product. With their plan to open up
300 new restaurants by 2018, it seems the brand has taken a step back by retrenching the
brand, closing a few stores in Maine, and New York (Tencer, 2015). Often time’s companies will
do this to cut cost, and have financial stability, revamping interior operations before going back
out to the market again. However, the Tim Horton’s company has been very quiet about their
future plans in the U.S. market, after these multiple closings on November 20, 2015.
United Arab Emirates Market
In the UAE, consisting of Saudi Arabia, Kuwait, and Oman Tim Hortons is still trying to
position and develop the brand but regardless has managed to keep 71 stores open within that
region (Restaurant International Brands, 2015). With Nutella based products appealing to the
group of customers within the area, it is hard for some customers to distinguish between Tim
Hortons and other leading competitors like Dunkin Donuts and Starbucks (Brownell, 2014).
Another factor that is hard for TimHorton’s marketing strategy going abroad to the Middle
East, is being able to relate to their potential customers with sentimental, hockey loving,
Canadian homey advertisements, and products when most of that market have probably never
seen a hockey game. However, Franchise Consultant Douglas Fisher believes that,
“The Middle East may have greater potential, because the chain offers a fresh concept for
people there, said Fisher, who has done work for both Tim Hortons and McDonald’s. The

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Middle East is dying for and developing as many North American concepts as they can,”
Fisher said (CBC News, 2014).
This shows how the Middle East is trying to become more familiar to the North American
culture. By doing so this will help bridge the gap among countries and allow more solidarity
within a business world by having a basic platform of one another’s dynamic cultures.
Section5
Conclusion
Our team believes that Tim Hortons has been moderately successful to the corporation’s
global marketing strategy for the reason that they been able to open in so many different
locations all over the world. In Canada they are strong due to the familiarity of Tim Hortons
brand and their convenient locations but weak comparatively in their international markets. After
their formation with Restaurant Brands international, they have paid more attention to their
overseas markets, mainly they took advice from their sister brand Burger King. The company has
good philosophies and policies when going into a foreign market.
The company knows that they have to change their menu in different to attract the
customers to come in the store. Since the ability to change is essential for success in global
marketing strategy, the company has to change and modify their product so that company can be
popular. Tim Hortons does a good job in consumer insights pertaining to modifying to their
existing products and creating new product lines for target markets. In conclusion, Tim Hortons
has the capability of improving their brand internationally through their innovative menu and
Canadian essence.

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Appendix
Exhibit 1.1
Number of Tim Hortons Restaurants in Canada and United States from 2007- 2013 (Him
Hortons 2014)

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Exhibit 1.2
Tim’s Tie-Up Table (Sturgeon, 2014)
Exhibit 2.1
Tim Hortons Locations in the United States and Canada (Google, 2015)

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Exhibit 2.2
Comparison between Starbucks and Tim Hortons franchise stores (Melanson, 2015)
Exhibit 2.3
Demographics of Tim Horton’s customers (Tim Hortons, 2015)

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Exhibit 3.1
Population Estimates of Canada in 2015 (Government of Canada, 2015)

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Exhibit 3.2
Current Foreign Currency Exchange Rate (UTC, 2015)
Currency Comparison
CAD $1
AED 2.70
USD 0.7363
Exhibit 4.1
Locations of Tim Hortons and its competitors in the United States and Canada 2014 (Hardy,
2014)

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http://o.canada.com/business/roll-up-the-rim-to-drama
http://public.thecorporatelibrary.net/annual/ar_2011_108824.pdf
http://torontolife.com/food/bakeries-and-cafes/parbake-lawsuit-fails/
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http://www.theglobeandmail.com/report-on-business/international-business/tim-hortons-
borrows-burger-kings-global-marketing-plan/article23649354/
http://www.timhortons.com/us/en/social/aboriginal-relations.php

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