Target Market of Tim Hortons

We all adore that first sip of coffee in the morning that instantly opens our eyes. It is like a magical ingredient to our daily routines that sets the day straight. Every area has a specific and signature coffee company that stands out to the locals. Let’s pick Canada, for example. If Tim Hortons comes exactly to your mind, then you are at the right place. With delicious hot or cold drinks, as well as breakfast and lunch options, and sweets, this company has a special place in Canadians’ hearts. This blog will explore the different tips and tricks that this company uses to stay successful.

First and foremost, we are going to take a look at one of the campaigns of Tim Hortons.

If you have never heard of the Smile Cookie campaign, then you are at the right place.

Tim Hortons restaurant proprietors every year illustrate their commitment to assisting their communities through the yearly week-lasting Smile Cookie campaign.

Every cookie that is made of chocolate chunks and has either pink or blue icing drawing on it of a smile matters to Tim Hortons. The company donates 100% of the profits of these cookies to local charities during that week.

In 2020, the company hit a $245000 record and managed to help over 27 charities and hospitals across Canada. In 2021, the campaign celebrated its 25th anniversary.

Ricardo Azavedo, who is the president of Tim Hortons North America, mentioned that the company is honored for the campaign’s 25th anniversary. Every coming year, it is even more exciting to observe how Tim Hortons consumers and restaurant owners unite to give back to their communities.

To take part in the Smile Cookie campaign, all you have to do is to go to a Tim Hortons restaurant or make an online order. You can do the latter through restaurant’s app or website. Even with taxes, this cookie only costs $1, so with a small investment, you are making a big change.

Another thing that customers can do to support this campaign is by sharing different photos on social media. Of course, they need to include a hashtag, which is #SmileCookie.

There are also a few interesting facts about the Smile Cookie campaign.

Those are the following:

• The Smile Cookie campaign was initiated in 1996. The aim of it was to help raise money for the Hamilton Children’s Hospital which is located in Ontario. Ever since then, this campaign has turned into a significant fundraising event not only in Tim Hortons restaurants in Canada but also in the US.
• Throughout Canada, Tim Hortons restaurant owners help over 27 local charities, infirmaries, and social programs. All of that has become a possibility because of the Smile Cookie campaign.

Tim Hortons in the United States contributed 100% of iced and hot coffee purchases to help its Foundation Camps on Camp day on July 21, 2021.

Tim Hortons is part of CSP’s20 Great Coffee Programs for the list of 2021.

The coffee pick at Tim Hortons is pretty broad. It ranges from lattes, espresso, cappuccinos, Icead Cappucinos, and even teas. Also, as we have already mentioned, you can get delicious fresh-baked goods, breakfast items, snacks, and other products from the restaurant.

Tim Hortons owns over 4800 locations in Canada, the United States, and across the world. You can even find some locations in convenience stores.

Next up, we are going to take a look at the communication strategy of Tim Hortons.

Of course, analyzing slogans and logos is a great way of unraveling the communication strategy of a company.

So let us begin by looking at the different slogans of Tim Hortons one by one:

“It’s time for Tims.” is the first slogan. It is pretty straightforward and simple. Incorporating the company’s name into a slogan makes the name more memorable. Hence, that is what the company has done for its first-ever slogan. So, when customers start thinking about where they want to get their morning coffee from, they know the answer.

“Tim Hortons. Always Fresh.” Thinking about what you choose to put in your body is incredibly important. Especially when it comes to breakfast and lunch items because those are the most important meals that give you energy. Tim Hortons consumers are pretty confident that whatever purchase they make is good for them.

For instance, Canada’s favorite bagels are always fresh, delicious, and clean when you get them from Tim Hortons.

“Always Fresh. Always Tim Hortons.” is another slogan of the company. It is pretty similar to the previous slogan. However, in this case, the company makes the idea of ‘fresh’ its whole branding. So, when you think about that word, Tim Hortons instantly comes to your mind. A pretty smart strategy if you ask us.

“You’ve always got time for Tim Hortons.” yes, you do! Whether it is a morning coffee run or you feel like taking a break in between work, you can never have too much coffee. Actually, you can, but you get what we mean.

With this slogan, the company is encouraging its consumers to wake up ten minutes early so they can manage to get their favorite coffee. Or, they can take a break from work when they feel exhausted because Tim Hortons will always end up energizing its buyers.

The Christmas slogan of Tim Hortons is “Because it’s hard to wrap a Double Double.”

The Double Double is a hot drink from Tim Hortons. It is a Canadian classic. The ingredients are two shots of sugar and two shots of cream. But they also add the goodness of freshly brewed coffee. There you have the perfect creamy and sweet ratio in your coffee.

This slogan can be viewed in multiple ways. The first one is the literal meaning of how you can not wrap a drink. So, what you do instead is that you drink it or get some for your friends.

The second meaning is that because the Double Double is so delicious, you would not bear wrapping it, so you would simply drink it instead. Make sure to get a maple dip doughnut to go with it.

Now, let us talk about the logo. Originally, Tim Hortons had a pretty sophisticated logo. However, its transitions throughout time clearly depicted how the world’s preferences changed. “Less is more,” is what the world believes in these days.

Now, the logo is simply the company name in a handwritten style. That indicates the simplicity of the company. This, for example, reminds consumers of the handwritten recipes that their grandmothers used to have.

The color of the logo is red because it is believed to be an appetizing color. The cursive script is neat and significant.

Last but not least, we are going to try to reveal the segment that Tim Hortons has chosen to target.

In order to do so, we are first going to watch this video.

The video is based on a true story. We see a man talking to somebody on the phone, and in the next scene, he is shopping for clothes.

Then he packs them up and goes to the airport through the beautiful Canadian snow. He orders two coffees from Tim Hortons and waits for his family to arrive.

The reunion of the family is a pretty emotional occurrence to witness. “Welcome Home.” is what we hear in the end. And it becomes apparent that the family immigrated to Canada.

The importance of family and being there for loved ones is the most significant hint that we receive from this video.

The man wants to ensure that his family is happy, comfortable, and safe due to every action that we see him commit throughout the video.

These two points are enough for us to understand that the segment that Tim Hortons has chosen to target is Floaters.

What do we know about Floaters?

Lifestyle and values:

Taking great care of family is the central aspect of this segment’s life. The women in this segment spend a considerable amount of their time at home. They are either cooking delicious meals in the kitchen or tidying up their house.

Floaters make sure that their family lives a great life in spite of the fact that they have a low budget.

Home is a significant part of Floaters’ daily lives. They spend most of their time at home. This is the place where they bring up their children and make sure that it remains as a safe space.

Floaters do not really think about their appearance or themselves. They purchase clothing for the sake of comfort and not for style. Floaters think that people have to simply accept them as they are.

Floaters prefer staying in their comfort zones. A career is simply a means of making money for them. Hence why they are not looking for new opportunities or responsibilities at work.

This approach also applies to the segment’s personal life. Floaters prefer long-lasting relationships. The women’s job in this segment is to take care of the kids and the house. It is more important to be responsible for those things than to live for their enjoyment.

Brand usage:

Floaters have a practical approach when it comes to making different purchases. They mostly buy from down-market brands. Floaters always search for discounts and special offers. They take every penny into consideration.

Floaters prefer quantity over quality when they are shopping. Hence, special offers such as “buy one get one free” usually get to Floaters.

Because this segment is searching for the lowest possible prices they mostly buy from stores such as Tesco, Auchan, etc.

Floaters are not part of early purchasers when new brands or products come out. Rather, this segment waits for them to lose the hype and belongs to the late majority of buyers.

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Other interesting facts:

Floaters enjoy a peaceful life that is mostly focused around the home with family. They would much rather spend an evening at home than go out. This segment is not that fond of sports or attending any social events. TV is their main source of information, and their magazine and newspaper consumption is below average. Floaters are not that fond of the internet because computers confound them. Their radio listening is also below average.

And that was the ‘Target Market of Tim Hortons’ blog. The company has been around since 1964 and has reached many heights ever since. Thus, we made sure to analyze the different aspects of the company’s marketing tactics to show how it has come so far. We looked at its signature campaign, its slogans, its logo, and the segment that it has chosen to target. For reading more blogs about other interesting brands, make sure to check out our main website. There, we constantly update our feed with something new.