Most Canadians are familiar with the Tim Hortons brand. It's been around since 1964, and quite consistent with what it stands for. Tim's is about Canadian communities; their restaurants are local meeting hubs. Since the pandemic, that has evolved to people accessing the brand differently - more drive-thru, and online ordering. In this week's episode, John Wiltshire is joined by Hope Bagozzi, Chief Marketing Officer of Tim Hortons to talk about what's changed, what's evolved, and what legacy is being carried on.

Here's some of what they discuss:

1. The moment of truth for all brands (4:48)The proof is in the pudding (or coffee!). While methods of delivery may have changed over the years from sitting down in the restaurant itself for a coffee, to picking it up at a window, the moment of truth for Tims is in "getting the perfect cup of coffee every time", Hope says.
2. Balancing profit and purpose (6:48)From a marketing perspective, why getting people to buy coffee and trying to make the world a better place don't need to be mutually exclusive. The importance of a strong purpose that is clear across all you do.
3. Tims' orange doughnuts initiative (10:59)Their social justice efforts toward reconciliation with Indigenous Peoples. Hope discusses some of the risks that need to be considered within such a large scale effort. And the need to get the tone right with a fundraiser involving donuts and sprinkles connects to an issue of such gravitas.
4. The importance of taking time to formulate your response to the world around you (15:04)"(Take) more time upfront, consulting, and (thinking about) how you build the program and design it. Rather than being fast, we wanted to get it right. It was less about having some kind of first mover advantage. And that took a little bit more time to do. But it was absolutely the right approach."
5. The mechanisms to gather the input and feedback needed in your communication (9:35)"We do social listening. We have a council of owners that we speak with regularly that give us feedback. They have cross country representation. We do research with Canadians to understand what's important."

To hear more about how to Tim Hortons approaches their marketing, 🎧 tune in to CMA Connect🎧.

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