Tim Hortons Case Study

Tim Hortons has positioned itself as an iconic Canadian brand. Is this marketing inclusive of Canada's current demographics? How will this branding have to change in the U.S. market after the Burger King merger?

  1. Nadeen Borg, Kristina Fercec, Teegan Jowett, Jennifer Paukman & Jasmin Shim
  2. Tim Hortons is Canada’s leading coffee franchise offering hot beverages, baked goods and home-style lunches. Hockey player Tim Horton founded the iconic Canadian restaurant chain in 1964. American-based Burger King Worldwide Inc. was founded in 1954 and has grown to become the second largest fast food hamburger chain in the world.
  3. Tim Horton's Commercial
  4. Burger King bought Tim Hortons for $11.4 billion USD on August 26, 2014. The merger created a new company, Restaurant Brands International, now the third-largest fast food operator in the world. The newly formed corporate group has the power to expand Tim Hortons internationally at a faster and more efficient rate.
  5. "There is no reason that the rest of the world shouldn’t be able to experience what Canadians get to experience at Tim Hortons every day." - Daniel Schwartz (former Burger King CEO and chief executive at Restaurant Brands)
  6. “What Burger King will do is enable [Tim Hortons] to expand globally instantaneously.” - Miles Nadal, one of the best-known advertising moguls in Canada
  7. “What pops into my mind when I think of Tim Hortons is Canada. It’s distinctly Canadian. It ties into the culture. It’s somewhere everybody goes,” said Owen Connell, a frequent Tim Hortons customer.
  8. In 2013, Tim Hortons ranked second on the “100 Most Loved Companies” in the world list based on emotion and attitude towards companies. This demonstrates the positive significance of Tim Hortons culture in Canada.
  9. Tim Hortons has become part of Canada's national identity. Most Canadians remember visiting the restaurant after a hockey game or as a stop on the way to a cottage.
  10. Tim Hortons came in fifth, the highest ranking retail brand, in an Interbrand Canada analysis of the best Canadian brands. Carolyn Ray, managing director at Interbrand Canada, says Tim Horton’s success is largely based on its 'authenticity.'
  11. Burger King Buys Tim Hortons & Americans Rage!
  12. Some Americans are outraged that the U.S. burger chain is moving its headquarters to Canada, a lower-tax paying country.
  13. Historically, Tim Hortons has been unable to expand successfully in the American market mainly due to the lack of brand recognition.
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