Starbucks or Tim’s? If you’re in Canada, it’s clearly Tim Horton’s. if you’re a Starbucks fan, you’re likely pissed right now and hopefully ready to engage. But I imagine there are not a slew of Coffee Time loyalists ready to pounce.
What Tim’s has done so well, is they have turned a lonely little donut shop into a brand envy. Back in 1980, there were no signs of greatness, evidenced by this TV Ad: Functional. Just another donut shop.
Brands travel along a pathway from indifferent to like it to love it, most brands getting stuck. At the INDIFFERENT stage, it is basic needs and “it will do”. You never see a line up at Coffee Time. Tim’s has reached LOVE IT. It’s possessive, outspoken and unrelenting–willing to add 15 minutes to their morning drive.
Yes Tim’s has very good coffee and good quality in everything they do. But it’s more than that. Tim’s layers in deeply emotional connections to the community, into the lives of families and into the Canadian mystique.
Kids play in Tim Bits hockey, at lunch people go on a “Timmies Run”. The TV ad from last year featuring Sidney Crosby showing him as a Tim Bit player all the way up to current gave you goose bumps as a Canadian watching it. Wow.
Media buy is a gentle mix of new product ads with deeply emotional. Goosebumps, tears, exciting, all comes back to building that emotional connection. The spot in the Olympics made me proud to be Canadian.
They’ve continued expansion plans, across Canada and now into NYC. For you, is it the coffee, is it comfort or the Canadiana or is a bit of all three that keep you coming back? Getting to the Love It stage drives real brand value. The stock price has nearly doubled the past 5 years going up from $26 up to $48.