Tim Horton’s Cafe & Bake Shop

Tim Horton’s - Mini Brand Audit

Brand Name: Tim Horton’s Cafe & Bake Shop

Slogan: “Always fresh, Always Time Horton’s”

Top 3 Competitors:

1. Starbucks
2. McDonalds
3. Subway

Points-of-Parity:

• Low product cost
• Large product mix
• Drive thru convenience

Points-of-Difference:

• Canadian branding
• Strong emotional attachment from customers
• Accessibility of locations and low prices
• Community involvement

Target Market:

Tim Horton’s has no specific target market in terms of demographics. Tim Horton’s has two main markets they adhere to:

The Loyalist: This consumer group has grown up around the Tim Horton’s culture from birth. They are patriotic of the Canadian culture and values the Tim Horton’s brand. They enjoy the consistent atmosphere Tim Horton’s locations can provide.

The Convenience Seeker: This consumer group are people who have to commute to their destination and love the convenience the drive thru provides and the cost-effective prices.

Key Product Offerings:

• Coffee
• Baked Goods
• Breakfast Items
• Cold Drinks
• Specialty Beverages
• Sandwiches and Bagels

Positioning Statement:

To provide fresh products, quickly and efficiently with excellent customer service and to remain a staple in Canadian culture.

Marketing:

What sets Tim Horton’s apart from its competitors, is it everlasting brand image. Tim Horton’s was created by a Canadian Hockey player and that small town hockey feel is represented throughout the brand. They frequently feature well-known Canadian athletes in their marketing campaigns. They use roll-up-the-rim competition as a highly anticipated, annual marketing campaign. Tim Horton’s relies on the use of television advertisements and print marketing to run campaigns.  It elevates itself at the staple Canadian brand across the globe from effective marketing and consistent brand image. Tim Horton’s are also heavily involved in community involvement through year round fundraising efforts. In addition to fundraising, Tim Horton’s also sponsor local sports teams across Canada.